Recently, the Beijing Municipal Market Supervision Bureau officially issued the “Beijing Food Advertisement Publishing Guidelines”. The “Guidelines” regulate food advertising practices in terms of scope of application, advertising requirements, and negative list 3, refine compliance standards for food advertisements, consolidate the principal responsibilities of all parties, and delineate clear publicity boundaries for the industry. The aim is to protect the “safety of the tip of the tongue” of consumers. Regarding alcohol advertisements, the “Guidelines” specify 4 special regulations: no inducing, encouraging or promoting uncontrolled drinking; no act of drinking; no act of drinking; no showing activities such as driving a car, boat, or airplane; and not indicating or implying that drinking alcohol has effects such as relieving tension and anxiety and increasing physical strength.

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