Kuaishou Advertising Platform Review Standards and Process

1 Audit Purpose and Basis

Purpose:

In order to standardize Kuaishou's advertising access, review, release and other related processes and standards, provide advertisers with open and transparent platform usage specifications, protect the legitimate rights and interests of the majority of users, and maintain the legality and order of the Kuaishou platform.

in accordance with:

① "Advertising Law of the People's Republic of China" ② Kuaishou Community Standards

2Audit process and cycle

Review process:

Review cycle:

1. All advertisements must be reviewed before going online;

2. Most ads only take 24 hours, but a few ads require longer review time.

Tips:

For advertising materials that have passed review, what factors are likely to cause a second review if they are modified?

① Modify the download link/H5 landing page/e-commerce promotion link;

② Replace the creative material or material cover;

③ Modify the advertising slogan or call to action button;

④ Modify the creative name, reselect the creative category and label;

⑤ To modify the creative level, click the monitoring link or click the monitoring link in the Actionbar.

3Audit Standards

Specific details: Account review

Avatar: The avatar must reflect information related to the product or company and must not contain industry information that is restricted by the Kuaishou platform;

The avatar must not affect the user experience, such as being blurred, deformed, flipped, or inverted, and any third party involved must provide authorization;

Background image:

The background image must reflect information related to the product or company and must not contain industry information that is restricted by the Kuaishou platform;

The background image must reflect information related to the product or company and must not contain industry information that is restricted by the Kuaishou platform;

Nickname: Nicknames must not contain vulgar, pornographic, horrific, or other content prohibited by law, and must reflect information related to the product company;

If the nickname involves trademarks, patents, and other information, relevant qualification certificates must be provided;

Introduction: The introduction must be relevant to the product or company being promoted and must not contain exaggerated, false or other related words;

The introduction should not contain vulgar or slang words, and should not contain industry information that is prohibited by the Kuaishou platform.

Specific details: Qualification review

Basic industry qualifications • Basic qualifications generally include three: business license, ICP and software copyright;

Special industry qualifications

Depending on the goods or services being promoted, in addition to the basic qualifications, special industries also need to provide other qualifications:

Educational websites/skin care/3C digital/home appliances/catering/real estate/transportation, etc. require additional special qualifications.

Authority Industry Qualification

If the goods or services promoted in the advertisement involve administrative licenses or third-party authorization, the advertiser needs to provide the following authority certification documents for

Audit:

Patented products/celebrity names or images/"CCTV" etc. require additional specific authorization qualifications.

Prohibited industries

Industries prohibited by laws and regulations such as medical industry, health care products, adult products, health care cosmetics, investment and franchising, gambling, online dating, and second-class e-commerce.

Specific details: Creative review

Legal and regulatory level: Advertising creativity must comply with basic legal and regulatory requirements, and must not contain creative material that violates the Advertising Law;

Public order and morality: Advertising creativity must also comply with the rules of public order and morality, and must not contain content that exaggerates, deceives, misleads, or induces users. Advertising copy must not contain vulgar buzzwords, slang, dirty words, or other content that is likely to cause discomfort to users.

Third-party authorization level: Do not use the name of a third party in the creative, do not use the name of an organization or individual for recommendation, and do not use celebrity images (except for those who can provide authorization documents);

Creative production specification level: Advertising creativity must meet the requirements of Kuaishou short videos in terms of first frame specifications, cover size, video resolution, duration, etc.

Specific details: Promotion link

Download link review: Android downloads must ensure that the download link can be used normally, and iOS download links must ultimately jump correctly to the AppStore;

Landing page link review: The main content of the landing page should be consistent with the product or service promoted in the advertisement and should be adapted to mobile devices:

The content of the landing page link must not contain industry content that is prohibited by the Kuaishou advertising platform, and after approval, the landing page content must not be tampered with at will.

Taobao Tmall link review: Links to Taobao/Tmall stores or product pages must be filled in correctly, and the jump page must be consistent with the promoted page.

4New Advertising Law

1. General Specifications-1

• The advertisements shall not use or disguise the national flag, national anthem, national emblem, military flag, military anthem, or military emblem of the People’s Republic of China;

• The advertisements shall not use or disguise the names or images of state organs or state organ staff;

1. Conventional Specifications-2

• Advertisements should not use terms such as "national level", "highest level", "best", etc.

• The content of advertisements shall not damage the dignity or interests of the country or disclose state secrets;

1. Conventional Specifications-3

•The content of advertisements must not hinder social stability or harm the public interest; for example, in order to promote a certain type of health product, exaggerating the social harm of a certain disease may cause public panic. In order to promote earthquake-resistant products, false propaganda on earthquake escape methods or estimated earthquake periods, etc.

• The content of advertisements must not endanger personal and property safety or disclose personal privacy;

1. Conventional Specifications-4

• The content of advertisements shall not disturb public order or violate good social customs;

• The advertisements must not contain vulgar, obscene, pornographic, gambling, superstitious, terrorist, violent or drug-related content;

1. Conventional Specifications-5

•Advertising content must not contain any discrimination based on ethnicity, race, religion or gender;

• Advertisements must not contain content that is harmful to the physical and mental health of minors and people with disabilities;

1. Conventional Specifications-6

• The advertisements must not insult or use RMB images as advertising scenes;

•Advertisements must not disparage the goods or services of other producers or operators;

1. General Specifications-7

• Advertisements must not contain vulgar buzzwords, slang, or dirty words. Avoid using negative words such as "idiot", "SB", "grass mud horse", and "diaosi".

•Advertising content must not contain false or exaggerated information and must not deceive or mislead consumers.

2. Special regulations

Alcohol:

• Do not induce, encourage or promote excessive drinking;

• It must not contain unscientific explicit or implicit claims such as “eliminating tension and anxiety, increasing physical strength, enhancing physical strength, strengthening the body, prolonging life, relieving fatigue”;

•Do not use medical terms or terms that can be easily confused with drugs

Milk powder

•It shall not contain any explicit or implicit statements that it is a substitute for breast milk or that its nutritional content is close to that of breast milk;

• Do not use images of breastfeeding women, or the names, voices, or images of infants under 12 months old

cosmetic

•No cosmetics or beauty advertisements may be published in mass media targeting minors;

The following content is prohibited in cosmetics advertisements:

1. The name, preparation method, ingredients, effects or performance of the cosmetics are falsely exaggerated.

2. Using the name of another person to guarantee or using implicit methods to mislead people about the effectiveness of a cosmetic, including demonstrating the effectiveness of the cosmetic through the results before and after use by others.

3. Promoting medical effects or using medical terms.

4. Content that disparages similar products.

5. Data related to cosmetics performance, function, sales volume, etc.

6. Using absolute language such as the latest creation, the latest invention, pure natural product, no side effects, etc.

Education and Training

• Education and training advertisements should follow the following rules:

1. No explicit or implicit guarantees may be made regarding admission to higher education, passing examinations, obtaining academic degrees or certificates, or regarding the effectiveness of education or training.

2. It is not allowed to explicitly or implicitly suggest that relevant examination institutions or their staff or examination question setters are involved in education or training.

3. Do not use the names or images of scientific research units, academic institutions, educational institutions, industry associations, professionals, or beneficiaries for recommendation or certification.

real estate

•If architectural design renderings or model photos are used in real estate advertisements, this should be indicated in the advertisements;

• Real estate advertisements must not contain promises that the advertiser can help the tenants with household registration, employment, further education, etc.

• Real estate advertisements shall not contain feudal superstitious content such as feng shui and divination, and the description and rendering of project conditions shall not be contrary to good social customs.

3. Banned Words

Related to "most"

• best, most, most loved, most profitable, optimal, most excellent, best, largest, greatest extent, highest, most advanced, most upscale, most luxurious, lowest, lowest level, lowest price, lowest, cheapest, trendiest, most popular, most fashionable, most gathered and most suitable, most comfortable, first, most advanced, most advanced science, most advanced processing technology, first to enjoy, last, last wave, latest, latest technology, latest science

Related to "one" • first, first in China, first in the entire network, first in sales, first in ranking, only, first brand, NO.1, TOP.1, unique, first in the country, first-class, only once (one), the last wave, one of the top X brands in the country

Related to "level" and "extreme"

• National level (except those issued by relevant units), national level products, global level, cosmic level, world level, top level (top/cutting edge), top level craftsmanship, top enjoyment, top quality, excellent (excellent/absolute), ultimate, ultimate

Related to "first/home/country"

• First, preferred, exclusive, exclusive formula, national first release, first model, national sales champion, national product, national (national inspection exemption), national leader, fill domestic gap

About the brand

• Ace, leading brand, world leader, leader, creator, leading brand, leading to market, supreme, peak, leader, king, king, champion

Related to false

• Unprecedented, unprecedented, permanent, universal, inherited, special effects, invincible, pure natural, 100%

Fraud-related Suspected of defrauding consumers

• Click to receive prize, congratulations on winning, free for all, click for surprise, click to get, click to turn around, click to try on, click to flip, receive prize

Suspected of misleading consumers

• Flash sale, rush to buy, if you don’t grab it now it will be gone, it won’t be cheaper, if you miss it you will miss the chance, thousands of people are rushing to buy, everyone is rushing to buy, selling/scrambling like crazy

It’s about time

• Limited time must be specific. Today, today, a few days and nights, countdown, only for, weekends, special offer party, shopping party, flash sale, brand group, boutique group, single product group (must have an event date). It is strictly prohibited to use the ending at any time, price increase at any time, and immediate price reduction.

5. Complaints and Assistance

① Direct modification: When account opening or advertising material delivery is rejected, please modify it according to the review opinions given by our policy team and submit it again.

② Communication review

If you have any questions or different opinions about our review, please contact us

③ Communication and operation: If the above communication still fails to resolve your questions or problems, please contact the corresponding industry operation manager for communication and resolution.

For Kuaishou advertising , please contact Qinggua Media official

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