The classification screen

4 questions before you choose the route.

This page identifies the right question and evidence. It does not determine the legal outcome on a reader’s facts.

01

Is the relationship disclosed?

Ad label.

Disclose
02

Script contain absolute/efficacy claims?

Words.

Words
03

Who approves restricted products?

Sector.

Sector
04

Platform notices received?

Resolve the platform notices received question separately before choosing the route.

Platform

Working rule: Influencers, live-stream hosts and brands share exposure when promotions mislead, hide advertising relationships, or push illegal absolute claims.

What changes the answer

The signal ledger.

These facts move the question beyond a label and into a product, money-flow and control analysis.

Signal
Ask the operating question
Why it changes the route
No #ad / advertising marker where required
Disclosure fail.
Fix.
Host invents medical claims
High risk.
Stop.
Brand assumes only KOL is liable
Shared exposure.
Contracts.
Prepare before you escalate

Bring a compact evidence docket—not a pitch deck.

Give a compliance team or counsel the operating facts that reveal the perimeter.

01Stream recordings/scriptsClaims.
02Brand-KOL contractRoles.
03Platform strike recordsHistory.
Common confusions

Questions people ask before they build.

Short answers for orientation. The right result can change with the service model and current rules.

Are gifts to KOLs ‘advertising’?

Often yes when promoting goods. Substance over labels.

Where is Advertising Law?

Use the linked specialist resource when Influencer Advertising in China turns on detailed evidence, procedure or risk assessment.

Primary authorities

Reviewed sources support orientation, not a fact-specific assessment.

SAMR
National laws database (NPC)
NMPA (devices/cosmetics where relevant)
General Administration of Customs (GACC)