China Relaxes Use of Superlative Adjectives in Advertising

China’s strict rules for advertising are often a challenge for Western brands that are trying to distinguish themselves in the market. One of the key issues is the use of absolute wording or superlative adjectives such as “national level”, “the highest level” and “best”, which is generally prohibited in China and can subject brands to heavy penalties under the PRC Advertisement Law (2021). Some articles that R&P previously published on legal compliance in advertisement: