Merchants must see it! The 2025 New Advertising Law: A Full Guide to "Prohibited Words" and "Sensitive Words"

2025 New Advertising Law "Prohibited Words"(Sensitive Words)

1. Absolute terms: words related to "one"

No.1, No.1 in China, No.1 in the whole network, No.1 in sales volume, No.1 in ranking, No.1 in uniqueness, No.1 brand, NO.1 in TOP.1 Unique, No. 1 in the country, No. 1 in the world, only once, only one, last wave, one day, first-class.

2. Hyperbole terms: "most" related words

The best, the most, the most profitable, the best, the largest, the highest, the most luxurious, the lowest, the lowest price, the lowest, the lowest, the lowest price, the lowest, the lowest,

3. Words related to "level/extreme"

National level, national level product, global level, universal level, world-class, top (top/cutting-edge), top craftsmanship, top enjoyment, advanced, best, excellent (excellent/absolute), ultimate, extreme.

4. Superstitious terms:

Bringing good luck, enhancing the sixth sense, resolving villains, increasing career luck, attracting wealth, being healthy and rich, improving luck, helping career, protecting body, balancing positive and negative energy, eliminating mental stress, regulating air pressure, turning into good fortune, times turn, everything will prosper, prosperous people, prosperous wealth, helping good fortune and avoiding evil, turning wealth and attracting blessings.

5. Terms related to "first/home/country"

First, first choice, exclusive, exclusive formula, first launch, full-network launch, national launch, XX network exclusive, first, national sales champion, national product, country (national inspection exemption), national leader, filling domestic gap, China well-known (well-known trademark), international quality.

6. Terms related to "brand"

Big name, gold medal, famous brand, trump card, leader brand, world leader,(far) leader, leader, founder, brand creation, leading listing, superstar, famous, leader, supreme, peak, luxury, excellent, senior, leader, king, king, champion.

7. Words related to "authority"

Time-honored brands, well-known trademarks in China, special supply, exclusive supply, expert recommendation, quality inspection exemption, no need for national quality inspection, no random inspection, recommendation by national XX leaders, recommendation by national XX agencies, use of RMB patterns (except for approval by the central bank)

8. Words related to "false"

Unprecedented, unprecedented, permanent, universal, ancestral, special effects, invincible, pure natural, 100%, high-end, authentic, genuine leather, ultra-profitable, precise.

9. Terms related to "fraud"

Click to receive the award, congratulate on the award, free the ticket for all, click to have a surprise, click to get, click to turn around, click to try on, click to flip, and receive the prize.

10. Terms related to "inducing consumers"

Second-kill, robbery, if you don't grab it now, it will be gone, it won't be cheaper, if you don't have it, you will be XX, if you miss it, there will be no opportunity, thousands of people are rushing, the whole people are rushing, and selling/robbing is crazy.

11. Prohibited words in specific national industries

@ Food: Food advertisements must not contain false content and must not involve disease prevention and treatment functions.

Legal basis:

Article 73 of Chapter 4, Section 3 of the Interim Provisions on the Release of Food Advertisements [Food Advertising Requirements] The content of food advertisements shall be true and legal, shall not contain false content, and shall not involve disease prevention and treatment functions.

Food producers and operators are responsible for the authenticity and legality of food advertising content.

Prohibited food advertising terms

1. Food advertisements must not contain absolute language or expressions such as "the latest science","the latest technology", and "the most advanced processing technology".

2. Food advertisements must not express or imply that breast milk can be replaced, and the images of nursing women and babies must not be used.

3. The words and patterns of "National Inspection-Free Products" are not allowed to be used on product packaging and publicity pages.

4. Words that are confused with drugs must not be used, and the therapeutic effects of food must not be directly or indirectly promoted, such as "on..." Diseases have preventive and curative effects "," Lower blood pressure and cholesterol "," Right... Radiation hazards have protective effects ", etc., as well as prescriptions, treatment, anti-inflammatory, anti-inflammatory, blood circulation, blood stasis, cough relief, detoxification, efficacy, prevention, cancer prevention, cancer, tumor, height increase, intelligence, various disease names, etc. Words that express or imply therapeutic effects.

5. False words such as ancestral and secret are not allowed.

6. Exaggerative words such as power, special effects, all-effect, powerful effects, miraculous effects, high efficiency, quick effects, and magical effects.

7. Vulgar or feudal superstitious words such as divine dan and immortal.

8. Health food advertisements should clearly state that "this product cannot replace drugs."

9. One of the famous traditional festivals in China. The Mid-Autumn Festival is also a traditional festival for some countries in East and Southeast Asia, especially local Chinese and overseas Chinese.

@ Drugs and medical devices: Words that are confused with drugs must not be used, and the therapeutic effects of food must not be directly or indirectly promoted.

Drug ban slogans

1. Promising terms such as "safety","non-toxic side effects","invalid refund","no dependence", and "insurance company insurance".

2. Terms such as family must-have, hot sale, rush purchase, trial, etc.

3. A term or description for an expressive organ.

4. Targeting children and introducing medical devices in the name of children.

5. Effective on the same day, cured within XX days, cured with a cure rate of XX%, easy farewell, cured, extended life, the highest level of medical treatment, safer, fast recovery, zero accidents, zero worries, complete elimination, one-time cure without recurrence, no recurrence, no recurrence, complete elimination, etc. Words that make a guarantee commitment to medical effects, such as no one recurred, all recovered, completely eliminated, and significantly improved.

6. The words "Please purchase and use according to the drug instructions or under the guidance of a pharmacist" are not marked.

@ Real estate: Promise words such as stable income and guaranteed appreciation are not allowed.

Prohibited real estate slogans

1. Stable income, guaranteed appreciation, worry-free guarantee, stable income, rent collection as soon as you buy, appreciation value, value depression, value is natural, return on investment, crowdfunding, stock trading is not as good as buying a house, wireless appreciation potential, buy as soon as you earn and other words that are committed to appreciation or return on investment.

2. Words that express the location of the project in terms of the time it takes for the project to reach a specific reference object, such as XX minutes, or only XX minutes.

3. One river, one island, five parks, two rivers, one lake and four parks, XX hospital planning and construction, XX urban rail transit planning, XX cultural center/gymnasium/school planning and construction, XXX school is close at hand, no worries about further studies, education escort, nine-year education, one-stop education, stay in school district rooms, priority admission, 12 years of worry-free education, let children win at the starting line and other misleading consumption words.

4. Other words that mislead and publicize transportation, commercial, cultural and educational facilities and other municipal conditions under planning or construction.

@ Education and training: Words that make a guaranteed commitment to the training effect, such as a hundredfold improvement in memory efficiency and a leap in performance, are not allowed to be used.

Education prohibits slogans

1. Memory efficiency has been improved 100 times, achievements have been improved, photographic memory, 7 days will never forget, pass rate XX%, high score king, top notch, creation of legend, 100% high-paying employment, national recognition, etc., have a guarantee commitment to the training effect, degree degree, etc.

2. Words such as the joining forces of proposition experts, delineating the scope of the examination, and the golden key to Peking University/Tsinghua University suggest that test proposition personnel participate in the training.

@ Finance: Words such as 100% principal and interest guarantee, x%-x% annualized rate of return, etc. that make a guaranteed commitment to future earnings are not allowed.

Financial banned advertising terms

100% principal and interest protection, 100% winning rate, X%-X% annualized rate of return, no risk, preservation and appreciation, peace of interest and interest, stable earning, the most professional, and the most safe words that make a guaranteed commitment to future earnings. There should be reasonable reminders or warnings about possible risks and risk liability.

12. Expression of limited time

There must be a specific time limit. All group purchases must indicate the specific event date, such as today, today, a few days and nights, countdown, now, just, weekend, anniversary celebration, special party, shopping party, flash purchase, brand group, boutique group, single product group, it is strictly prohibited to use words that cannot be determined such as ending at any time, only once, price increase at any time, price reduction immediately, and last wave.

13. False promotion of patented technology

Those who have not obtained the patent right shall not falsely claim that they have obtained the patent right in the advertisement. It is prohibited to use patent applications for which patent rights have not been granted and patents that have been terminated, revoked or invalid for advertising.

14. Ordinary goods contain suspected medical terms

National Day is a legal holiday established by a country to commemorate the country itself. They are usually the independence of the country.

15. Douyin prohibited words

Douyin also has its own restricted words based on advertising laws

Uncivilized language

Acting pretentious, fucked up horse, damn it, tearing pussy, Mara Gobi, exploding anus, JB, silly pussy, Ben cock, Qi B skirt, Fake Squid, Dummy, Dummy, Daffy chicken, Zhuang 13, Quigege, egg pain, stupid, green tea bitch, your mother, table smash, cock burst, bought a bitch, already faked, Jiba cat, mom egg, funny, shit, Bilian, Bichi, Ran Bingegg, dog, fart people, eat xiang, XX dog, promiscuous family, your sister, floating corpse country, rolling rough (including but not limited to the above)

Obscene, pornography, gambling, superstition, terror, violence, ugly language

Sexual life, sexual intercourse, genitalia and other adulterous words or pictures that hinder good customs and are harmful to morality;

Killing, beating, chopping, smashing, burning and other content that promotes force, murders, vicious incidents, and makes people feel that life and property are threatened;

Bring good luck, enhance the sixth sense, resolve villains, increase career luck, attract wealth, be healthy and rich, improve luck, help career, protect body, balance positive and negative energy, eliminate mental stress, reconcile air pressure, turn evil into good luck, times turn, everything will prosper, people, wealth, help good fortune avoid evil, turn wealth, etc.;

Fortune-telling, divination, immortals, blessings, Jade Emperor, Queen Mother, ghosts, elves, Tathagata, Buddha, God of Wealth, Kitchen God, Gate God, Great Immortal, devil, hell, retribution, etc.(including but not limited to the above)

Ethnic, racial, and sexist terms

Hui Hui, boots, Goryeo sticks, old hairy children, niggers, blood, bastard, sick man of East Asia, barbarians, big men, little women, male superiority over female, male superiority over female, foreign devils, little Japan, Han chauvinism, etc.(including but not limited to the above)

How to replace prohibited words

1. First, unique, NO.1, TOP1, first-class, only one day/time/model, last wave, one of the top X brands in the country...

Can be replaced by:

First, only, Number1, T.O.P1, first, only today/time, no future, the leader of XX brands in China;

2. Preferred... can be replaced by: Preferred;

3. Exclusive... can be replaced by: full strength;

4. Accurate... can be replaced by: accurate;

5. Gold medal, famous brand... can be replaced by: brand;

6. Excellent... can be replaced by: advanced;

7. Ultimate... can be replaced by: advanced;

8. Permanent... can be replaced by: long-term;

9. Leader brand, leader brand... can be replaced by: professional brand;

10. Unique, exclusive, unique, unprecedented...

Can be replaced by: rare;

10. The most... can be replaced by: comparison, ideal, special, excellent, top, first-class, similar products with high cost-effective index, the most ever, the first, the most new, and closed;

11. Omnipotent... can be replaced by: Omnipotent;

12. Cure rate, effective rate... can be replaced by: see efficiency;

13. Zero, 0... can be replaced by: Low;

14. Recurrence... can be replaced by: Recurrence;

15. Healing, healing, eradication, radical cure...

Can be replaced by: better treatment effect;

16. 100%, %, 100%... can be replaced by: increase by %;

17. Absolute, thorough... can be replaced by: effective;

18. Taurus, gold standard, gold medal... can be replaced by: advanced;

19. Complete, excellent... can be replaced with: effective;

20. No trace, no trauma, no scar, no trace...

Can be replaced by: slight;

21. No pain... can be replaced by: slight pain;

22. No side effects... can be replaced by: low risk;

23. Long-term, long-term, special effects... can be replaced with: effective;

24. Once... can be replaced by: fast;

25. Significant effect, obvious effect... can be replaced with: effective;

26. Perfect... can be replaced with: Good;

27. Recognition... can be replaced by: recognition;

28. Cutting-edge... can be replaced by: high-end;

29. Comprehensive improvement... can be replaced by: efficient;

30. No repetition... can be replaced by: low repetition;

31. First person, chief... can be replaced by: person in charge;

32. Unique... can be replaced by: tailor-made, precision casting, meticulous, and tailor-made;

33. Perfect, extreme...

Can be replaced by: exquisite, exquisite, superb, brilliant, elegant;

34. Import... can be replaced by: excellent;

35. Perfect fit... can be replaced by: fit, tight, tight;

36. Ultra-thin... can be replaced by: slim;

37. Ultra-light... can be replaced by: light and lightweight;

38. Perfect restoration... can be replaced by: true, authentic, natural, sincere;

39. Original... can be replaced by: consistent, identical, original, real;

41. Top, first-class... can be replaced by: excellent, excellent, and top-notch;

41. The entire network... can be replaced by: each platform;

42. Far ahead... can be replaced by: taking the lead;

43. Unique... can be replaced by: Seiko casting;

44. Permanent... can be replaced by: long time, use, long time, lasting;

45. The latest research results... can be replaced by: scientific research results, data display;

46. The most complete... can be replaced by: complete, ready, complete;

47. Best... can be replaced by: excellent, excellent, excellent;

48. The strongest... can be replaced by: strong;

49. Authority... can be replaced by: giant, international;

50. Exclusive, unique... can be replaced by: first exposure, first appearance;

51. All... can be replaced by: all, all;

52. The fastest on the whole network...

Alternative: same day delivery, lightning delivery, no need to wait;

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