Chinese legislators just updated the country's advertising law, which hadn't been overhauled since 1994 -- well before the arrival of many Western brands, and before the internet took off.

The new law, which goes into effect Sept. 1, will affect everything from using of celebrity endorsement on brands to how baby formula can be promoted. It also has provisions that ban the use of China's flag in ads and that online pop-up ads must close in one click. And in a country of more than 300 million smokers, the law cracks down harder on tobacco advertising.
The updated legislation fits into a general trend of strengthening consumer protections in China, where food-safety scandals and quality issues are common, and it increases fines for false advertising.

The European Chamber is delighted to have Mr. Yihong Ying, Associate, Rouse and Mr. Ketin Lei, Head of China Legal Affairs, Beiersdorf AG to discuss about the significant changes to the regulatory regime for advertising activities in China.

AGENDA

14:00 – 14:30 Registration
14:30 – 14:40 Welcoming Remarks
14:40 – 15:10 Presentation by Mr. Yihong Ying, Associate, Rouse
15:10 – 15:40 Presentation by Mr. Ketin Lei, Head of China Legal Affairs, Beiersdorf AG
15:40 – 16:10 Moderated Q&A by Ioana Kraft, General Manager, European Chamber Shanghai
16:10 – 16:20 Closing Remarks

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Speakers

Mr. Yihong Ying

Associate, Rouse

Mr. Yihong Ying

Associate, Rouse

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Yihong is an Associate at Rouse's Shanghai office. As a member of the firm's Marketing, Advertising, and Digital Group, Yihong's IP related practice is wide-ranging and includes complex copyright and trademark matters, technology transactions, merchandising & licensing, new media & digital entertainment, privacy & information security, advertising, marketing & promotions, celebrity endorsement & talent agreements, and creative content & Intellectual Property-Related (IP) diligence. Yihong's experience also extends to IP aspects of corporate transactions, and enforcement of IP rights.

Clients from a variety of fields, including advertising agencies, electronics consumers, entertainment & media, fashion, FMCG, information technology, biotechnology, plant variety, retailing, and sports, seek his representation in establishing presence and strategy to exploit and protect intellectual property inside and outside of China.

Yihong is currently researching his Doctorate on Intellectual Property Law at East China University of Political Science and Law.

Mr. Ketin Lei

Head of China Legal Affairs, Beiersdorf AG

Mr. Ketin Lei

Head of China Legal Affairs, Beiersdorf AG

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Ketin Lei currently is the Head of China Legal Affairs of Beiersdorf AG, which is the holding group for consumer brands, including NIVEA, EUCERIN, SLEK and Maestro. In the past 5 years, Mr. Lei has managed various challenges from different Chinese local AICs, competitors, and anti-counterfeiter professionals due to TVC, label claim, POSM, lucky draw, premium goods etc. Previously, working for a car manufacture, Ketin Lei once tackled a national organized consumer complaint in the weibo time. Ketin Lei also has been a private practitioner in the law firm, advising clients in the retailing industry.

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