vivo Ads Help

    # Criteria for Auditing the Quality of Overseas Market Advertising Content v1.3

    # 1 General

    • [Purpose] These audit criteria are established to ensure the compliance and legality of advertising content in overseas markets and to provide a basis for the review of advertising content. [Scope of application] These criteria are applicable to the admission of overseas advertisements, the review of advertising compliance, and the guidance for handling advertising violations.

    • [Scope of application] These criteria are applicable to the admission of overseas advertisements, the review of advertising compliance, and the guidance for handling advertising violations.

    # 2 Restricted Industries and Products

    # 2.1Products prohibited from advertising

    The laws and brand regulations prohibit the following products from being advertised (for the following industries, the legal requirements are varying with country and region, and they shall not violate local laws and regulations or generate negative social feedback in the process of being advertised).

    Category Relevant descriptions (including but not limited to the following situations)
    Gambling Gambling tools, products, technology. Gambling service websites; online and offline lottery sales
    Drugs Drugs, precursor chemicals, drug raw materials, books on drug production, drug information, etc.
    Special diseases 1. The advertisements regarding the following dangerous diseases or infectious diseases shall be prohibited, including but not limited to condyloma acuminata, syphilis, gonorrhea, soft chancre, psoriasis, AIDS, cancer (or malignant tumor), epilepsy, hepatitis B, vitiligo, lupus erythematosus.
    2. unauthorized social organizations shall be prohibited from publishing vaccine-related services.
    3. Medical advertising in the name of the military is prohibited: such as "army, troops, military doctors", etc.
    4. In vitro fertilization, fetal sex identification, paternity testing, height prediction
    Special drugs 1. Narcotic drugs, psychotropic drugs, toxic drugs, radioactive drugs
    2. Drugs that are prohibited for sale and production by local administrative departments, or unlicensed drugs for which no approval has been granted
    3. Sexual health care drugs
    Dangerous goods 1. Guns, weapons, controlled knives, imitation guns, imitation weapons, gun models, explosives, exploding materials, detonators, blasting agents, crossbows, slingshots, steel balls, etc.
    2. Flammable and explosive, toxic and corrosive chemicals, fireworks, etc.
    Military supplies Military uniforms, army suits, army emblem, police uniforms, police insignia, police batons, police lights, police cars, police sirens, handcuffs, audio monitor, etc.
    Products that infringe on the property rights and interests of others 1. Scams, phishing websites, fake websites, lottery book websites, etc.
    2. Detectaphone, candid cameras, pinhole cameras, information interception (fax interception, SMS interception, interception of calls), and other offending devices that may violate the privacy of others
    Products that infringe on the intellectual property rights of others 1. Game private servers, plug-in software, private server rental, point card production, plug-ins, etc.
    2. Smuggling, parallel imports, piracy
    3. Goods infringing trademarks and patents: various counterfeit and copycat products, etc.
    4. Installation of satellite TV, receiver for satellite TV, TV antenna, satellite antenna, TV stick, etc.
    Illegal collection, stamp collecting, cultural relics 1. Unauthorized, smuggled, counterfeit items, etc.
    2. Illegal cultural relics, with the exception of heritage stores with appropriate legal qualifications and auction enterprises operating heritage auctions
    Illegal publications Publications that affect national security, incite racial discrimination, religious hatred, discrimination against specific groups of people
    Products that violate the social order Plants and animals classified as protected objects by local agencies/world organizations, as well as their derivative products or original seedlings, original species, and breeding services
    Illegal business services 1. Surrogacy, medicine testing, surrogate examinations, ghostwriting essays, payment of fines for others, proxy invoicing, and proxy payment of social security and provident fund, etc.
    2. Illegal spammers , network pusher, spamming company, post deletion company, soft marketing, qualification transfer, bill transfer, document attachment, debt collection, credit repair, etc.
    3. Making fake certificates, carving fake seals, etc.
    4. Taking provident funds, social security for others, cashing out of credit cards, etc.
    5. Tax evasion services, smuggling channel services, stowaway
    Tobacco Cigarettes, cigarette cases, electronic cigarettes, etc.
    Education industry Spiritual training. Including but not limited to educational institutions for learning success and getting rich; cessation of Internet addiction, autism, calf love, rebellion, etc.; emotional quotient training, memory training, concentration training
    Sexuality education
    Sex-related products 1. Prohibited adult products, including but not limited to sex drugs, sexual health food, sexual health products, sexual tools, erotic products, sexual apparel, etc., and related information and services
    Competitive products Competitors of vivo brand and products
    Others For some other industries that violate local laws and regulations, social morality, or that we consider to be high-risk, please follow the local regulations and our requirements.

    # 3 Requirements for the Content of Advertising Materials

    Auditing scope of advertising materials: All materials that constitute the content of advertisements are covered by the auditing scope of materials and are subject to the requirements of materials auditing, including titles, pictures, videos, landing pages, and interactive effects and jumping contents in the landing pages that are related to the subject of advertisements.

    # 3.1 General Provisions of Creative Content

    # 3.1.1 Basic Requirements of Laws and Regulations

    The advertisements shall meet the basic requirements of Chinese and local national laws and regulations, and shall not contain the following circumstances:

    1. The use or disguised use of the national flag, national anthem, national emblem, military flag, military anthem, or military emblem of each country or world organization.
    2. The use or disguised use of the name or image of state organs or their staff of each country.
    3. It's prohibited to use the images of political parties and state leaders of various countries, including current, former, or deceased party and state leaders, for commercial promotion.
    4. Compromising the dignity or interests of the state or international organizations, or revealing state secrets.
    5. Obstructing social stability and harming the public interest of society.
    6. Endangering the safety of persons and property, and divulging personal privacy.
    7. Disturbing social public order or contrary to local traditional folklore cognition.
    8. Propagating obscene, pornographic, gambling, superstitious, terrorist, and violent content.
    9. Containing or insinuating national racial issues, national security issues, and gender discrimination in the content.
    10. Interfering with the protection of the environment, natural resources, or cultural heritage.
    11. Other circumstances prohibited by local laws and administrative regulations.

    # 3.1.2 Provisions Related to Political Folklore Elements

    1. Advertisements shall not involve any national political content, major events, sensitive public opinion events, and national political figures and government employees, including historical events.
    2. Advertising materials shall not contain any symbols representing national political elements. This includes the national emblem and flag of any country, the party emblem and flag, political leaders, and political representative buildings.
    3. No images of law enforcement officers such as police, special police, military officers, anti-terrorism organizations, etc. shall appear in the advertising materials (advertising products for films and dramas with registered version numbers may appear without disparaging their images).
    4. No imitation firearms advertisement shall be published. No obvious gun or weapon images shall appear in the advertising materials (except for game advertising).
    5. The theme of the advertisements shall not violate the prevailing local folklore and value perception.
    6. The content and theme of advertisements shall not involve disputed territories and international conflicts, etc. Countries with poor diplomatic relations shall not push contents in the wrong language to each other.

    # 3.1.3 Requirements for Advertising Authenticity

    1. The advertising content shall be true and valid and shall not be fabricated, or mislead or deceive users to click. The advertisements shall have complete advertising content, and shall not use or publish the content irrelevant to advertisement, or incomplete content of the advertisement.
    2. The advertisement shall be recognizable, enabling consumers identify it as an advertisement. It shall not deliberately imitate the system function or notification content.
    3. The advertisement shall not deceive users with untrue content or goods.
    4. The performance, function, origin, use, quality, composition, price, producer, expiration date, and other related service content of the goods in the advertisement shall be clearly displayed and unambiguous, and shall not be coded, deliberately hidden or diluted.
    5. The content of the advertisement shall be consistent with the products and services promoted by the advertisement. No content unrelated to the actual products and services shall be used as the content of the advertisement.
    6. No fictitious, forged, or unverifiable scientific research results, statistics, survey results, abstracts, quotations, and other information shall be used as supporting materials.
    7. The advertisement card shall not contain elements that maliciously induce users to click. These include "close", "cancel", "confirm" and other false buttons and texts that contradict the user's expectation for clicking, "slide", "scratch" and other operation prompts that are inconsistent with "click advertising", "mouse" and "gesture " and other elements of inducement prompt, as well as other malicious inducements.

    # 3.1.4 Provisions for Use and Citation of Endorsements, Trademarks, Writings, etc.

    1. Without authorization, the trademarks, images, names, and writings of other organizations or individuals shall not be used as advertising content, including references to film and television stills and personal quotations.
    2. If there is a need for authorization of endorsements, images, trademarks, writings in advertisement, including the names of specific people's photos, images of public figures, cooperation agencies, etc., the corresponding authorized qualification documents need to be supplemented according to individual circumstances.
    3. No intentional imitation of other well-known trademarks or product names is allowed.

    # 3.1.5 Provisions Related to vivo Brand

    1. No advertising that competes with vivo brand products is allowed.
    2. Without our permission, "vivo" brand name shall not be used in any form for joint activities; Creative content shall not contain any promotion that is unfavorable to vivo's brand image. The creative content shall not involve any description or speculation about vivo's marketing strategy, development plan, operation, and production.
    3. If the advertised product is a vivo product, the price must not be excessively lower than the market price. Without consent, descriptions that make users think the product is cheap, such as "low-priced purchase" and "9.9 yuan for limited-time offers", shall not be used.
    4. If the advertised product is not a vivo product, no vivo, 维沃, iQOO, or other vivo brand-related words shall be used without proof of official cooperation with vivo.
    5. No negative content involving the vivo brand, vivo partners, or vivo brand spokespersons shall be published.

    # 3.1.6 Forbidden Contents

    The following contents are prohibited in each country and region. For other individual regulations, please refer to the special regulations of individual regions or local regulations.

    I. Prohibited items

    1. Gambling content or services, including the provision of information, tools, and other services and gambling market content.
    2. Drug dealing and promotion.
    3. The sale of dangerous goods, including firearms, ammunition, military vehicles, etc.
    4. The sale of tobacco and tobacco products, or the encouragement of inappropriate alcohol consumption or smoking behavior.
    5. Other products and services on the list of prohibited products, other gray and black industries such as fake certificates, tax avoidance, protection of plants and animals, hacking, pirated products, etc., and the act of indirect publicity of them.

    II. Pornography

    1. Publishing contents containing images of real human sexual organs (breasts, buttocks, genitalia), simulated sexual organs, or naked animal genitalia.
    2. Publishing pictures or text descriptions of sexual intercourse between people or animals, such as vernal pictures, sexual actions, male genital erections, close-ups of female orgasms, or process descriptions.
    3. Publishing information about soliciting prostitutes, offering or soliciting sex services or sex partners, sex chats or conversations, nude pictures or videos, etc. Promoting obscene and pornographic websites and vulgar information online.
    4. Disseminating harmful information about one-night stands, wife swapping, sexual abuse, homosexuality, incest, necrophilia, and other non-ordinary normal sexual relationships.
    5. Publishing sex drug advertisements and advertisements for the treatment of sexually transmitted diseases and other related content.

    III. Terrorism

    1. Propagating terrorism, extremist ideas, expressing appreciation or identification for organizations or people classified as terrorists, or any other content and images relating to terrorist organizations, persons, or events.
    2. Publishing content about violence, murder, drug use, or promoting self-harm, suicide, eating disorders, choking games, or other behaviors that may result in serious injury or death.
    3. Publishing horrific and gory images. Live streaming and detailed descriptions of the process of burning or cremating human bodies; execution of prisoners; and images or video content that produce large gory images such as animal cruelty.

    IV. Politics and religion Advertisements should not involve any political or religious positions or ideas as well as the use of important political figures or political events for advertising purposes.

    1. Statements, scenarios, and scenes that clearly show anti-social and anti-government tendencies.
    2. Ads that encourage/imply national secession, such as "Taiwan" and "Hong Kong" can be selected as separate countries on the language selection page.
    3. Spreading or criticizing political ideas, people, or events.
    4. Use of religious or national symbols or religiously prohibited symbols to design the visual elements of the advertisement.
    5. Discriminating against a particular country or ethnic or religious group in the content or services of the advertisement.
    6. Use of figures representing religious nature, such as the godfather and nuns, to promote the content of the advertisement.
    7. Promoting or advertising religious or folklore union, tolerance, or marriage alliance.
    8. Making direct statements that insult or denigrate religious celebrities, religious history, traditions, religious rituals, or sacred objects, or direct and indirect statements that promote cults, or making acts (graphics, images, articles) that insult religion, etc.

    V. Other

    1. Fabrication of false negative news of social importance.
    2. Criticizing the characters and concepts related to social tragedies.
    3. Publishing content that encourages, forces, or induces minors to engage in illegal, bullying and fighting, abusive and masochistic, smoking and drinking, early love and pregnancy, and other content that is likely to cause minors to imitate badly.
    4. Promoting content involving fraud, pyramid schemes, or other online scams.
    5. There are acts of using advertising technology or content for stealing users' money, private information, trading and damaging users' data, etc.
    6. Other content that has been notified and punished by news media and government agencies and has a negative impact on vivo.

    # 3.1.7 Audio-visual Scale

    1. About vulgar exposure

    (1) The character should be dressed completely and normally, without naked upper and lower body, erotic clothing, excessive exposure. No naked cleavage, naked point or thigh root for female characters, and no naked mermaid line for male characters, no naked baby pictures. (2) If the subject of a picture is female and only the upper/lower body of the character, no intentional focus on the breasts, buttocks, and thighs is allowed. (3) No intentional highlighting of breasts and hip curves is allowed, and no pictures of women with breasts exposed, such as: showing breasts with hands open/up, exposing breasts in the side, wearing very tight clothes, or having breasts exposed, etc. (4) Characters shall not have obvious sexually suggestive actions or expressions, or obvious sexual foreplay atmosphere, such as: buttock raised, leg spread, breast stroking, undressing action, lip licking, biting, expression of enjoyment/pain, etc. (5) The use of normal male and female contact pictures is allowed, such as: ritual embracing, looking deep into each other's eyes, etc., but no excessive intimate contact behavior of characters' bodies or content suggesting sexual behavior shall be shown, such as hot kisses, bed scenes, flirtatious touching, sight focusing on sensitive parts and other scenes. (6) No AV actresses and scenes are allowed to appear.

    1. About psychic horror

    (1) It's not allowed to use the facial or limb close-ups of fictional psychic creatures, such as zombies, zombie ghosts, and monsters, in thriller horror films and TV works. No skull elements shall appear. (2) No cemeteries, coffins, funerals, and other scenes shall be used to deliberately create an atmosphere of horror. (3) The advertisement shall be scientific and honest, and shall not promote spiritual content in general life scenes.

    1. About disgusting gore

    (1) No grossly deformed or seriously diseased pictures of animals, plants, or human bodies shall be used for display. No use of real or simulated real animals, human anatomy diagrams, anatomical processes is allowed. (2) Scenes of extensive bleeding, amputated limbs, and corpses are prohibited, nor to use the photographs of the internal organs of real animals and human bodies. (3) Closeups of lesions on human skin, hair, and organs, such as close-ups of facial eczema, are prohibited. (4) The description of excrement or detailed description of excretion scenes is prohibited. (5) It is prohibited to use intensive scenes of animals that are likely to cause sensory discomfort, such as earthworms and locusts. No close-ups of mutant malformed animals are allowed.

    # 3.1.8 Special provisions in individual regions

    I. [Indonesia]

    1. The sale of pork and pork-related products, or scenes containing the consumption of pork, is prohibited.
    2. The sale of alcoholic products or scenes containing the consumption of alcohol is prohibited.
    3. Women are not allowed to show cleavage or thighs; men are not allowed to show their thighs (not for the case of swimming, fitness, lifesaving, etc.).

    II. [India]

    1. India holds cattle as sacred, and prohibits the sale of beef or cattle-related products, or scenes of slaughter, abuse, or driving of cattle.
    2. In some parts of India, it is forbidden to eat pork, so avoid promoting pork for sale in advertisements.
    3. In scenes inside temples, it is forbidden for characters to wear shorts, sleeveless clothing, tank tops, or nude clothing.

    III. [Islamic regions]

    Iran, Afghanistan, Kazakhstan, Saudi Arabia, Turkey, Indonesia, and other regions.

    1. The graphics and images repugnant to the Islamic religion are prohibited, such as images of pigs, hexagram images, Muhammad portraits, etc. is prohibited.
    2. No promotion of tattoo-related services is allowed.
    3. It is not allowed to promote interfaith marriage, euthanasia, etc.
    4. It is forbidden to sell alcohol, and pork, as well as to show scenes of drinking alcohol or using pork.
    5. Kazakh Advertising Law prohibits the use of audio-visual images of children for advertising children's products.

    IV. [Catholic regions]

    Philippines, Italy, France, Brazil, Argentina, Belgium, etc.

    1. The use of "anti-cross" (Christian symbols) graphic designs is prohibited.
    2. The use of clergymen in advertising, or scenes of clergymen in business, is prohibited.
    3. The promotion of divorce and abortion is prohibited.
    4. Friday is the fast day in Catholic regions, on which eating hot-blooded animals, such as pigs, cows, and sheep, is forbidden, so pay attention to the timing when promoting such products.

    # 4 Legal Responsibilities and Violations Handling

    Advertising/advertiser violation refers to the behavior of advertisers who intentionally or unintentionally violate local laws and regulations or platform advertising review requirements through various means, including submitting offending materials and qualification materials and providing offending products and services.

    # 4.1.1 Description of Responsibilities

    1. Advertisers or advertising agents shall conduct their own audits of the advertisements they intend to publish in accordance with these Standards to ensure compliance with it.
    2. Whether they are reviewed by the platform, the advertising content provider, i.e. the advertiser or agent, shall be fully responsible for any complaints, disputes, infringement of others' rights and interests, and other legal liability issues arising from the advertising content. The advertising content provider shall not claim or imply in any form that vivo is responsible for or guarantees its advertising services or products.
    3. If the content of the advertisement affects our brand image, revenue, marketing strategy, and other dimensions, including but not limited to being notified by relevant units, reported by network platforms, etc., we have the right to request the advertising content provider to bear joint and several responsibilities and make compensation according to the actual situation.
    4. If the advertisement is found not to meet the requirements of these Standards, vivo's platform shall have the right to remove the advertisement immediately.
    5. Advertisers or advertising agents shall not publish advertisements that are illegal or violate these Standards in any way, otherwise, vivo's advertising platform has the right to temporarily or permanently refuse to publish their advertisements.

    # 4.1.2 Violation Rating, and General Handling of Violations

    The general definitions and penalties of violation are as follows; such penalties are also applicable to third-party source advertisements. The platform may adjust the specific penalties according to the severity of the specific circumstances.

    Violation Rating Violation scenarios Recommended penalties
    Level 1 violations Placement of advertisements for products and services that are prohibited by local laws and regulations Advertising content violates the basic requirements of laws and regulations in 2.1 of these Standards. Termination of cooperation + stopping all advertisers' advertisements + confiscation of advertising revenue + further liability depending on the severity
    Involving the placement of advertisements for products prohibited from advertising such as gambling, drugs, dangerous goods, military supplies, illegal smuggling of publications, protection of flora and fauna, illegal business services, and products that violate social order
    Acts or services that violate users' privacy and cause harm to users' personal or property safety Involving the placement of advertisements for products and services that violate the privacy and intellectual property rights of others
    Acts or services that violate users' privacy and cause harm to users' personal or property safety There are acts of using advertising technology or content for stealing users' money, private information, trading and destruction of user data, etc.
    Level 2 violations Intentionally violating the basic content requirements and scale specifications in these Standards. There are advertising content that clearly violates the special provisions in each region as stipulated in 3.1.8 of these Standards. Advertisers are banned for 1-3 months + forfeiture of 1-3 months of revenue + further liability depending on the severity
    Involving the placement of advertisements for prohibited products of special diseases, special drugs, tobacco, the education industry, sex-related products, feudal superstition
    Releasing untrue content or products, and the actual services or products provided are seriously inconsistent with the advertised ones
    Quoting untrue data, scientific research results, resulting in false propaganda
    Using other organizations' portraits, writings, and other content for advertising without obtaining authorization
    Releasing information that disparages the vivo brand, or faking the name of vivo for publicity
    Causing major disputes or causing us to be named or punished by relevant departments due to other problems
    Level 3 violations Violation of other special requirements in these Standards Violating other requirements in these Standards in addition to levels 1 and 2 violations, with minor circumstances Taking down the corresponding ads, and if there is a large number of problems, it will be upgraded to a level 2 violation depending on the situation
    Violating the audiovisual scale requirements in 3.1.7 of these Standards, but not intentionally and to a lesser extent
    There is a slight difference in the description of the performance, function, or service of the product in the advertisement, but no major dispute is caused
    There are minor negative issues in the interactive or visual design of the advertisement

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