China Cracks Down on the Use of Superlatives in Advertising

Companies like to believe their products are the best out there, but only the bravest firm would risk claiming so in China, where an updated advertising law means such boasts could now face legal action.

New rules go into force this month that ban the use of superlatives including “best,” “highest” and several others from Chinese advertising campaigns, the Wall Street Journal reports.

Although the Beijing government had already placed restrictions on such terms, the latest amendments clarify the previously ambiguous language on punishments. Using superlatives can now result in fines ranging from around $30,000 to nearly $160,000.

“This version of the law emphasizes its importance and implementation,” Yin Wang, ad supervisor for a Chinese-language magazine, told the Journal. “I think that’s why everybody takes this so seriously.”

Yin added that since the law provides a handful of illegal superlatives but not a full list, specific violations may be determined by China’s regulatory body for companies — the State Administration of Industry and Commerce.

Read more at the Wall Street Journal.