Cathy Liu shares some recommendations for brands doing business in China following the latest online promotion and advertising trends, beginning with tightening regulation of the booming livestreaming and KOLs (influencers) industry, underlining the importance of honest representation (including account profile, audience comments and video settings) and a crack-down on false claims in advertising. Geopolitical tensions and related social media boycotts are also playing an increasing role in the enforcement of Advertising Law with regulators investigating brands for undermining Chinese national dignity and interests.
