CATDOLL: New advertising law prohibits child stars from endorsing anime characters, and may become the biggest winner

Yesterday (September 1), the new version of the "Advertising Law" was officially implemented, setting clear boundaries for all types of people's livelihood-related advertisements: all kinds of false and shocking advertisements may also be curbed at the legal level, and child stars under the age of ten will be stopped from endorsing advertisements. Celebrity cartoon characters will stand out and become the biggest winners.

Advertising spokespersons should be a very rational and accurate expression of one's own wishes. Prohibiting the use of minors under the age of 10 as advertising spokespersons is not only a protection for minors and a restriction on the age of spokespersons, but also a way to save the advertising effect, making advertising more rational, scientific, and accurate, in line with the basic characteristics of the advertised products, and making product promotion more credible, thereby achieving the purpose of expanding sales.

Zhang Guohua, director of the Advertising Department of the State Administration for Industry and Commerce, stressed: "Advertising spokespersons must strictly abide by the provisions of the new Advertising Law and relevant laws and regulations, and must not recommend or endorse products or services they have not used or received, must not use minors under the age of ten as spokespersons, and must not endorse products or services that are prohibited by the new Advertising Law."

If you can't be a spokesperson, does that mean you can't advertise? No. It's OK for children to be in advertisements. If you are not a spokesperson, but just a performer, in a specific situation and a specific scene, you have signed a labor contract with the advertising company, and you appear as an ordinary person. This is OK. Some companies and some spokespersons have to evade in some forms. Everyone can see clearly whether you are an endorser or a performer. First of all, advertising spokespersons are highly recognizable. This is a characteristic of celebrities. Another thing is that they are long-term. Third, the remuneration is for endorsement, not for performance.

Long Jieqiong, a new generation designer born in the 1990s, pointed out that the cute attributes of child stars and anime characters are the same, and it is an international trend for anime characters to lead young people's consumption awareness. In response to the phenomenon of underage child star endorsements, the new version of the "Advertising Law" has formulated new rules of the game, allowing minors under the age of ten to withdraw from the endorsement field, which will provide a broader market for celebrity anime image endorsements. In China, young consumer groups represented by those born in the 1990s and 2000s are rising, and the influence of two-dimensional anime design on consumers will become stronger and stronger, and "cute, cute, cute" and "buy, buy, buy" will become the norm in consumption.

Dou Weiwei, the producer of Emoticons, also agrees that celebrity cartoons will replace child stars and fill the vacuum in the advertising endorsement market. The National Animation Industry Development Plan for the 12th Five-Year Plan period clearly states that it is necessary to promote the production and operation of derivative products such as clothing, toys, food, stationery and electronic games related to animation, extend the animation industry chain, and expand the profit space and market size of the animation industry. The implementation of the new version of the Advertising Law will provide new development opportunities for celebrity cartoon character endorsements.

From today on, the Advertising Law prohibits underage child stars from endorsing products, and celebrity anime characters will stand out as the biggest winners.

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