Unbound Edition. Meaningful conversations about brand, from Davis Brand Capital.

China Bans Advertisers From Saying They’re The Best

In a huge revision of its guidelines to advertisers, the Chinese government has laid down the law preventing companies from proclaiming they are the best, or using other forms of superlatives.

In the first update to these guidelines in the last 20 years, companies and advertisers will not be allowed to boast about their goods and services with terms like “highest” (最高) — synonymous with “supreme.”

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