Could a single word get your business banned in China?
In many cases, yes.
China is known for its stringent censorship and control over online content. While most countries also have some regulations, China’s system is backed by its technical infrastructure that allows for rapid detection and enforcement. This means every word posted online needs to be carefully considered and handled with expertise.
The potential repercussions are severe, including your website being blocked, your app removed from stores, your licenses suspended, or your company blacklisted. For foreign companies, these actions can mean complete exclusion from a market of 1.4 billion consumers with little recourse.
We prepared this guide to help you understand these sensitivities. We’ll explore the critical categories of taboo content, including political sensitivities, prohibited content, and other restrictions related to slang, advertising, and platform rules.
Political sensitivity: the tightrope walk
The Chinese Communist Party (CCP) and its leadership are among the most sensitive areas for content restrictions. This is because the CCP’s authority stems partly from projecting an image of competent, unified leadership.
Leadership and the CCP
Direct criticism is explicitly prohibited, but many businesses fail to recognize the ways this restriction manifests:
- Direct attacks on the Party’s policies or ideology
- Personal information or satirical nicknames of leaders
- Any content that undermines the authority or legitimacy of the CCP
For example, Chinese netizens noticed that the horror game “Devotion” mocked their president by referencing “Winnie the Pooh,” a term long censored. Subsequently, searches for both “Red Candle Games” and “Devotion” in Chinese on Weibo showed no results, and China-based users are receiving messages on Steam saying that the game is “no longer available” to play in their country.
Sensitive events
Certain historical and current events are subject to strict content limitations. The most well-known include:
The 1989 Tiananmen Square protests
Any mention of the 1989 protests is heavily restricted. This includes direct references like “June 4th” and coded references like “5.35” (May 35th, an alternate way to refer to June 4th). Even indirect allusions to this event can trigger content removal.
Regions with separatist movements
Content related to Xinjiang, Tibet, Hong Kong, and Taiwan requires extreme caution. In particular:
- Referring to these regions in ways that suggest they are separate from China
- Displaying maps that don’t align with China’s territorial claims
- Discussing the political status of these regions
Versace, Coach, and Marriott International faced Chinese backlash for listing Hong Kong, Macau, and Taiwan as separate countries/regions on their platforms. This resulted in Chinese authorities and consumers demanding apologies.
These incidents highlight the importance of adhering to China’s political sensitivities and the “One China principle” to avoid damaging brand reputation and potential boycotts in the market.
Political system and human rights
Discussions about democracy, freedom of speech, and human rights about China are highly sensitive. Businesses should avoid:
- Promoting democratic ideals or systems
- Criticizing China’s political system, laws, or policies
- Highlighting human rights issues or abuses
For example, in early 2021, H&M expressed concerns about human rights abuses against Muslim minorities in Xinjiang and decided to stop cotton sourcing from the region. With Chinese consumers and state-affiliated media inciting boycott campaigns, H&M products were then being removed from major Chinese e-commerce platforms.
Prohibited content: The hard lines
The Chinese government highly values social stability and traditional moral values, and some content that exists in gray areas in Western society is strictly illegal in China and will result in immediate penalties.
Pornography (黃)
China has been publicizing its policy of “cracking down on pornography and fighting illegals” (扫黄打非). The CCP has consistently defined pornography as “spiritual pollution.” Any content deemed pornographic is strictly prohibited, encompassing:
- Explicit images or videos
- Content that promotes or glorifies sexual violence
- Material that exploits or endangers minors
Cyberspace Administration of China (CAC) took action against Alibaba-owned search engine Quark and live streaming platform NetEase for content deemed vulgar. Previously, Chinese web giant Sina nearly lost its web licenses over porn content.
Gambling (賭)
The Chinese government actively prosecutes those involved in promoting or facilitating gambling activities, so you should avoid:
- Promoting online casinos or gambling websites
- Offering gambling-related services or products
- Providing information or advice on gambling
During a 2024 government crackdown on gambling, Chinese online platforms Tencent Music and NetEase’s Cloud Music removed “lucky draw” features. Analysts noted that the mechanisms of these lucky draws resembled gambling. This move reflects the government’s firm stance on gambling and its implications for digital entertainment platforms.
Drugs (毒)
China maintains a zero-tolerance policy on drug use and trafficking. Any content related to illegal drugs is strictly prohibited, including:
- Promoting or glorifying drug use.
- Providing information on drug production or distribution.
- Selling or advertising illegal drugs or drug paraphernalia.
We suggest businesses avoid associating with celebrities who have drug-related records. Numerous celebrities have faced career-ending bans after being caught using or possessing drugs in China. Chinese consumers and authorities view drug use as a serious moral failing, and any connection to it can lead to public backlash.
Additional taboo content in China to consider
Beyond political and illegal content, several other restrictions can impact your online presence in China.
Online slang and euphemisms
The Chinese internet has developed a rich vocabulary of slang terms, many of which carry political or sensitive connotations. Using these without understanding their subtext can lead to problems:
- “躺平” (tǎng píng) – “Lying flat”: Represents a social attitude of low effort and minimal ambition, often in response to societal pressures and lack of opportunities. It can be seen as resisting the government’s push for hard work and economic progress.
- “内卷” (nèi juǎn) – “Involution”: Describes excessive competition and pressure within a system, leading to diminishing returns and burnout. It can be interpreted as a critique of the hyper-competitive nature of Chinese society and its education system.
- “996” (jiǔ jiǔ liù): Represents the grueling work culture prevalent in many Chinese tech companies (9 am to 9 pm, 6 days a week). It’s controversial because it highlights the exploitation of workers and raises questions about labor rights.
- “韭菜” (jiǔ cài) – “Leek”: Refers to ordinary people who are easily exploited for their money, like leeks that regrow after being cut. It can be seen as a cynical view of the economic system and the treatment of the general public.
- “乳滑” (rǔ huá): Sounds very similar to “辱华” (rǔ huá), which means “insulting China.” It can be used as a veiled insult or to bypass censorship, leading to misunderstandings or accusations.
- “墙” (qiáng) – “Wall”: Refers to the “Great Firewall,” China’s internet censorship system. Directly discussing censorship is sensitive.
- “膜蛤” (mó há) – “Toad worship”: Refers to the online phenomenon of ironically praising former leader Jiang Zemin, often using memes and humorous references. While appearing lighthearted, it can be viewed as disrespectful to leadership and potentially carry political undertones.
Advertising regulations
Advertising in China is subject to specific regulations, including restrictions on absolute terms and official titles.
- Absolute terms: Avoid using terms like “best,” “national-level,” or “highest-level” unless you can provide concrete, verifiable evidence from an officially recognized source to support such claims.
- Official titles: Do not use official titles or references to government positions without proper authorization. This is to prevent businesses from using the government’s image to promote products.
Platform-specific rules
Each Chinese online platform such as WeChat, Douyin, and Taobao, has its own set of requirements and guidelines.
- WeChat: Has strict rules regarding spam and excessive posting. Too many posts within a short period is a common trigger for these anti-spam measures.
- Douyin (TikTok in China): The popular short-video platform has a history of being fined for spreading vulgar and pornographic content, so it uses algorithms to detect and remove content that violates its guidelines.
- Taobao: Enforces detailed rules about product descriptions and permitted terminology. As mentioned, absolute terms are often prohibited as Chinese advertising laws and regulations restrict their usage.
Practical strategies for compliance
The role of taboos in marketing can shape consumer responses and dictate the success or failure of a business. While pushing boundaries might work in some markets, we recommend not doing this in the Chinese market. Here is the advice we offer:
Stay updated
For immediate updates on China’s censorship policies and regulations, you can follow official announcements from the CAC and subscribe to targeted industry newsletters.
To maintain long-term compliance, however, businesses must continuously monitor the broader digital landscape. Given the rapid emergence of new platforms, trends, and technologies, taboos can evolve swiftly.
Seeking professional guidance
There’s significant legal ambiguity in China’s content regulations. Many restrictions are broad and open to interpretation, leading to variable enforcement.
That’s why we recommend you collaborate with cultural experts. Local partners can act as cultural mediators, helping businesses bridge the gap between their own cultural perspectives and those of Chinese consumers.
Content auditing and monitoring
Regular content audits and monitoring can help you identify and address potential issues before they escalate. You may schedule audits on a monthly or quarterly basis.
Adopting monitoring tools is also an efficient way to detect sensitive keywords and topics in large volumes of content and online conversations. They provide real-time alerts and enable you to respond quickly to potential issues.
Developing clear content guidelines is fundamental to providing a clear framework for content management. It is also important to note that regularly updating these guidelines based on evolving regulations is a must.
Don't let taboos hold you back: Your key to online success in China
The Chinese market offers huge opportunities, but the compliance risks are real.
As we’ve seen, the government strictly enforces political, social, and cultural taboos. Even small mistakes can have serious consequences. With the right approach and a trustworthy partner, these challenges become stepping stones to lasting success in this massive market.
Contact us to learn more about the Chinese online market, or you can explore our other insightful articles, and discover how our solutions can help you succeed in China.
