Chinese regulators have banned celebrities from endorsing a host of products, including tobacco products, off-campus tutoring, formula foods, healthcare and medical goods.
The new rules, released by the State Administration for Market Regulation and six other groups on Monday afternoon, will constrict the lucrative world of celebrity endorsements, which has been plagued by high-profile scandals in recent years.
The new rules ban celebrities from endorsing the products via social media, television commercials, live streams or interviews.
“Celebrities should consciously practice socialist core values in their advertising endorsement activities,” the rules sate. “Activities should conform to social morals and traditional virtues.”
The rules include internet influencers in their definition of celebrities, reflecting the increasingly powerful role that livestreamers and online personalities can play in promoting products.
They…
