June 7, 2024

Why China/WeChat Ads Get Rejected: Common Causes and How to Fix Them

Navigating the complex landscape of digital advertising in China can be challenging, especially when dealing with stringent review processes on platforms like WeChat. Advertisers frequently face rejections due to a variety of compliance issues, which can be both frustrating and costly. Understanding the common causes of ad rejections and learning how to address them can significantly improve the approval rate of your campaigns. In this article, we will explore the main reasons why ads on WeChat and other Chinese platforms get rejected and provide practical solutions to ensure your advertisements meet all necessary guidelines.

Common Causes of Ad Rejections

Unclear or Incomplete Warning Labels One of the frequent reasons for ad disapproval is the presence of unclear or incomplete warning labels. Ads must have clear, complete, and identifiable warning labels that are not blurred, too small, overlapping, or confused with the background. For image-based warnings, the label size should be at least 25 pixels to ensure readability.
Exaggeration and False Promises Advertisers often fall into the trap of using exaggerated claims or making false promises. Terms that suggest guaranteed results, absolute outcomes, or unrealistic benefits can lead to rejection. Ads should accurately reflect the product’s capabilities and avoid any form of misleading information.
Denigration of Third Parties Using promotional strategies that denigrate third parties is another common reason for ad rejection. This includes making negative comparisons with competitors or other entities. Ads should focus on highlighting the product’s strengths without belittling others.
Vulgar or Suggestive Content Content that is considered vulgar, suggestive, or sexually explicit is strictly prohibited. Ads should maintain a professional tone and avoid any imagery or language that could be interpreted as inappropriate or offensive.
Violation of User Privacy or Discrimination Ads that violate user privacy, harm public interests, or contain discriminatory content based on religion, race, or gender are likely to be rejected. Advertisements should be respectful, inclusive, and protect user privacy.
Non-Compliant Qualifications Failing to provide the necessary qualifications or certifications for advertised claims can lead to disapproval. For instance, if an ad claims that a product is “100% cotton,” the advertiser must submit proof of this through relevant documentation.

How to Fix and Prevent Ad Rejections

Ensure Clarity and Compliance in Warning Labels Make sure all warning labels are clear, complete, and easily identifiable. Avoid small or blurred text and ensure that the labels do not blend with the background.
Avoid Exaggerated Claims Present your product truthfully. Avoid making absolute promises or exaggerated claims. Focus on the real benefits and features of the product to maintain credibility and compliance.
Promote Without Denigrating Others Highlight your product’s advantages without disparaging competitors or other entities. Positive and honest promotion is key to passing the review process.
Maintain Professional and Respectful Content Keep all ad content professional and free from vulgarity or suggestive elements. Ensure that all imagery and language used are appropriate for all audiences.
Respect Privacy and Avoid Discriminatory Content Do not include any content that infringes on personal privacy or promotes discrimination. Ads should be designed to be inclusive and considerate of all users.
Submit Necessary Documentation When making specific claims about your product, ensure that you have the proper documentation to support these claims. This includes quality certifications, material proofs, and any other relevant qualifications.

By understanding these common pitfalls and adhering to the guidelines provided, advertisers can significantly reduce the likelihood of ad rejections on WeChat and other Chinese platforms. This proactive approach not only saves time and resources but also enhances the overall effectiveness and reach of your advertising campaigns.

OctoPlus Media is an integrated marketing technology company focused on China inbound and outbound marketing. OctoPlus Media is also one of the pioneer agencies becoming WeChat Full Ecosystem Service Provider, providing one-stop WeChat services, from Social Content Management, Ads Campaigns, WeChat Mini Programs Development and CRM Marketing Solution. Contact us with the form below to understand how we can help you boost your business!