On January 27, Puma China Limited was fined ¥100,000 by the Shanghai Huangpu District Market Supervision and Administration Bureau, for using a child endorser in its recent advertisement. 

According to the latest "Guidelines for the Compliance of Commercial Advertising Endorsement Activities" issued by the Shanghai Municipal Administration for Market Regulation, companies cannot use endorsers aged under 10 for advertisement purposes. 

However, Puma China Limited, a well-known German sports brand, violated the regulations as they posted the article "Fearless Challenge, Are They Puma Exceptional Players?" with photos of endorsers under the age of 10 on their WeChat official account. This is not the first time Puma China Limited has been fined for violating such offense; 

in July 2020, they were fined ¥240,000 by the Shanghai Huangpu District Market Supervision and Administration Bureau for using child endorsers.

The Shanghai Municipal Administration for Market Regulation formulated the "Guidelines for the Compliance of Commercial Advertising Endorsement Activities" in order to regulate commercial advertising endorsement activities and guide commercial advertising endorsers. They claimed that the guidelines are in accordance with the "Advertising Law of the People's Republic of China", and also the actual environment of Shanghai. 

As such, companies are advised to follow the above guidelines on using endorsers, to create a good advertising environment. 

For more information on China’s advertising environment, contact our digital media consultant at: enquiry@so360.hk.

Source: www.Baidu.com, www.samr.gov.cn