In today’s globalized digital era, overseas brands are increasingly looking towards the Chinese market for broader development opportunities. However, when advertising in China, especially in the fields of internet e-commerce services and content information services, understanding and complying with the relevant advertising qualification details is crucial. This article aims to provide overseas brands with a comprehensive guide to advertising qualifications in the software tools industry, focusing on China’s internet e-commerce services, content information services, and other related service areas, helping brands to smoothly enter and effectively operate in the Chinese market.
01 Internet E-commerce Services
General E-commerce
Industry Description
Comprehensive third-party e-commerce platforms that conduct cross-industry and category sales through various content forms, including but not limited to text, images, videos, and live broadcasts.
Industry Qualifications
None
Business Scope Qualifications
If involving third-party merchants, a “Value-added Telecommunications Business License” (B21 E-commerce Services) is required.
If it’s self-operated sales of goods/services without third-party merchants, a “Value-added Telecommunications Business License” (B21 E-commerce Services) or app screenshots from App Store/Apple Store is required.
For third-party cooperation or promotion of products not owned by the account-opening company, a “Brand Authorization Letter” or related cooperation agreement, sales agreement, or authorization letter is required.
Open Traffic
Ads can be placed on Tencent News, Tencent Video, Tencent Video Clips, QQ, Tencent Music and Games, WeChat Public Accounts and Mini Programs, WeChat Moments, Youliang Hui, PC QQ, QQ Space, Tencent Music.
Personal Account Opening
No
Vertical E-commerce Platforms
Industry Description
Third-party e-commerce platforms that specialize in sales of a single industry and category through various content forms, including but not limited to text, images, videos, and live broadcasts.
Industry Qualifications
None
Business Scope Qualifications
If involving third-party merchants, a “Value-added Telecommunications Business License” (B21 E-commerce Services) is required.
If it’s self-operated sales of goods/services without third-party merchants, a “Value-added Telecommunications Business License” (B21 E-commerce Services) or app screenshots from App Store/Apple Store is required.
For liquor vertical e-commerce platforms with self-operated sales without third-party merchants, a “Food Production License” (including alcohol) or “Alcohol Production License” or “National Industrial Product Production License” (including alcohol) or “Food Business License” (including alcohol) or “Food Business License” (pre-packaged food sales) or “Alcohol Wholesale License” or “Alcohol Retail License” is required. If it’s a cross-border e-commerce platform, also required is the “People’s Republic of China Customs Declaration Unit Registration Certificate” or “Customs Import and Export Cargo Consignor and Consignee Record Receipt”.
Open Traffic
Ads can be placed on Tencent News, Tencent Video, Tencent Video Clips, QQ, Tencent Music and Games, WeChat Public Accounts and Mini Programs, WeChat Moments, Youliang Hui, PC QQ, QQ Space, Tencent Music.
Personal Account Opening
No
Cross-border E-commerce Platforms
Industry Description
Third-party e-commerce platforms that provide services such as transaction facilitation and payment settlement for traders belonging to different customs territories.
Industry Qualifications
None
Business Scope Qualifications
If involving third-party merchants, a “Value-added Telecommunications Business License” (B21 E-commerce Services) is required.
If it’s self-operated sales of goods/services without third-party merchants, a “Value-added Telecommunications Business License” (B21 E-commerce Services) or app screenshots from App Store/Apple Store is required.
For third-party cooperation or promotion of products not owned by the account-opening company, a “Brand Authorization Letter” or related cooperation agreement, sales agreement, or authorization letter is required.
Open Traffic
Ads can be placed on Tencent News, Tencent Video, Tencent Video Clips, QQ, Tencent Music and Games, WeChat Public Accounts and Mini Programs, WeChat Moments, Youliang Hui, PC QQ, QQ Space, Tencent Music.
Personal Account Opening
No
Used Goods E-commerce Platforms
Industry Description
Third-party e-commerce platforms that provide transactions for second-hand goods (excluding second-hand car and property transactions).
Industry Qualifications
None
Business Scope Qualifications
If involving third-party merchants, a “Value-added Telecommunications Business License” (B21 E-commerce Services) is required.
If it’s self-operated sales of goods/services without third-party merchants, a “Value-added Telecommunications Business License” (B21 E-commerce Services) or app screenshots from App Store/Apple Store is required.
For third-party cooperation or promotion of products not owned by the account-opening company, a “Brand Authorization Letter” or related cooperation agreement, sales agreement, or authorization letter is required.
Open Traffic
Ads can be placed on Tencent News, Tencent Video, Tencent Video Clips, QQ, Tencent Music and Games, WeChat Public Accounts and Mini Programs, WeChat Moments, Youliang Hui, PC QQ, QQ Space, Tencent Music.
Personal Account Opening
No
KOL Marketing Agencies
Industry Description
Live commerce activities carried out by MCN agencies, contracted anchors, and internet celebrities.
Industry Qualifications
None
Business Scope Qualifications
For third-party cooperation or promotion of products not owned by the account-opening company, a “Brand Authorization Letter” or related cooperation agreement, sales agreement, or authorization letter is required.
Open Traffic
Ads can be placed on Tencent News, Tencent Video, Tencent Video Clips, QQ, Tencent Music and Games, WeChat Public Accounts and Mini Programs, WeChat Moments, Youliang Hui, PC QQ, QQ Space, Tencent Music.
Personal Account Opening
Yes, a “Individual Business License” or “Business License” (E-commerce license for individual industrial and commercial households) is required.
Social E-commerce
Industry Description
Merchants or platforms that use social means to achieve the purchase and sale of goods, applying social elements such as attention and sharing to the transaction process in third-party e-commerce scenarios, often incentivizing users to share and fission through commission benefits.
Industry Qualifications
None
Business Scope Qualifications
If involving third-party merchants, a “Value-added Telecommunications Business License” (B21 E-commerce Services) is required.
If it’s self-operated sales of goods/services without third-party merchants, a “Value-added Telecommunications Business License” (B21 E-commerce Services) or app screenshots from App Store/Apple Store is required.
If involving an app, a “Value-added Telecommunications Business License” (B21 E-commerce Services) is required.
For profit-oriented provision of internet information services, a “Value-added Telecommunications Business License” (B25 Internet Information Service Business) is required.
For profit-oriented operation of internet cultural activities, a “Online Culture Operation License” is required.
For third-party cooperation or promotion of products not owned by the account-opening company, a “Brand Authorization Letter” or related cooperation agreement, sales agreement, or authorization letter is required.
Open Traffic
Ads can be placed on Tencent News, Tencent Video, Tencent Video Clips, QQ, Tencent Music and Games, WeChat Public Accounts and Mini Programs, Youliang Hui, PC QQ, QQ Space, Tencent Music. For other ad spaces, please consult customer service.
Personal Account Opening
No
Cashback Platforms
Industry Description
Third-party platforms that provide cashback or rebates after consumers make purchases, not directly carrying out transaction activities.
Industry Qualifications
“Value-added Telecommunications Business License” (B21 E-commerce Services)
Business Scope Qualifications
For third-party cooperation or promotion of products not owned by the account-opening company, a “Brand Authorization Letter” or related cooperation agreement, sales agreement, or authorization letter is required.
Open Traffic
Ads can be placed on Tencent News, Tencent Video, Tencent Video Clips, QQ, Tencent Music and Games, WeChat Public Accounts and Mini Programs, Youliang Hui, PC QQ, QQ Space, Tencent Music. For other ad spaces, please consult customer service.
Personal Account Opening
No
E-commerce Navigation Platforms
Industry Description
Information platforms that categorize and integrate product information on e-commerce platforms based on consumer purchasing habits, not directly carrying out transaction activities.
Industry Qualifications
“Value-added Telecommunications Business License” (B21 E-commerce Services)
Business Scope Qualifications
For third-party cooperation or promotion of products not owned by the account-opening company, a “Brand Authorization Letter” or related cooperation agreement, sales agreement, or authorization letter is required.
Open Traffic
Ads can be placed on Tencent News, Tencent Video, Tencent Video Clips, QQ, Tencent Music and Games, WeChat Public Accounts and Mini Programs, WeChat Moments, Youliang Hui, PC QQ, QQ Space, Tencent Music.
Personal Account Opening
No
02 Internet Content and Information Services
Online News and Information
Industry Description
Comprehensive thematic websites or apps that primarily focus on the dissemination of real-time information, including local stations (excluding vertical field information platforms).
Industry Qualifications
“Value-added Telecommunications Business License” (B25 Internet Information Services) or app screenshots from App Store/Apple Store.
Business Scope Qualifications
For disseminating news information, an “Internet News Information Service License” is required.
For profit-oriented operation of internet cultural activities, an “Online Culture Operation License” is required.
For including audio-visual program services, an “Audio-Visual Program Service License” is required.
For online publishing, a “Network Publishing Service License” or the original “Internet Publishing License” is required.
For third-party cooperation or promotion of products not owned by the account-opening company, a “Brand Authorization Letter” or related cooperation agreement, sales agreement, or authorization letter is required.
Open Traffic
Ads can be placed on Tencent News, Tencent Video, Tencent Video Clips, QQ, Tencent Music and Games, WeChat Public Accounts and Mini Programs, WeChat Moments, Youliang Hui, PC QQ, QQ Space, Tencent Music.
Personal Account Opening
No
Online Video Platforms
Industry Description
Online platforms that support the release and viewing of long, medium, and short videos.
Industry Qualifications
“Value-added Telecommunications Business License” (B25 Internet Information Services) or app screenshots from App Store/Apple Store.
Business Scope Qualifications
For broadcasting self-produced radio and television programs, a “Radio and Television Program Production and Operation License” is required.
For profit-oriented operation of internet cultural activities, an “Online Culture Operation License” is required.
For including audio-visual program services, an “Audio-Visual Program Service License” is required.
For online publishing, a “Network Publishing Service License” or the original “Internet Publishing License” is required.
For third-party cooperation or promotion of products not owned by the account-opening company, a “Brand Authorization Letter” or related cooperation agreement, sales agreement, or authorization letter is required.
Open Traffic
Ads can be placed on Tencent News, Tencent Video, Tencent Video Clips, QQ, Tencent Music and Games, WeChat Public Accounts and Mini Programs, WeChat Moments, Youliang Hui, PC QQ, QQ Space, Tencent Music.
Personal Account Opening
No
Online Live Streaming Platforms
Industry Description
Online platforms that provide public broadcasting of live images via the internet.
Industry Qualifications
“Value-added Telecommunications Business License” (B25 Internet Information Services) or app screenshots from App Store/Apple Store.
Business Scope Qualifications
For broadcasting self-produced radio and television programs, a “Radio and Television Program Production and Operation License” is required.
For profit-oriented operation of internet cultural activities, an “Online Culture Operation License” is required.
For including audio-visual program services, an “Audio-Visual Program Service License” is required.
For online publishing, a “Network Publishing Service License” or the original “Internet Publishing License” is required.
For third-party cooperation or promotion of products not owned by the account-opening company, a “Brand Authorization Letter” or related cooperation agreement, sales agreement, or authorization letter is required.
Open Traffic
Ads can be placed on Tencent News, Tencent Video, Tencent Video Clips, QQ, Tencent Music and Games, WeChat Public Accounts and Mini Programs, WeChat Moments, Youliang Hui, PC QQ, QQ Space, Tencent Music.
Personal Account Opening
No
Music Streaming Platforms
Industry Description
Online platforms that support music publishing, playback, and related services.
Industry Qualifications
“Value-added Telecommunications Business License” (B25 Internet Information Services) or app screenshots from App Store/Apple Store.
Business Scope Qualifications
For profit-oriented operation of internet cultural activities, an “Online Culture Operation License” is required.
For including audio-visual program services, an “Audio-Visual Program Service License” is required.
For online publishing, a “Network Publishing Service License” or the original “Internet Publishing License” is required.
For third-party cooperation or promotion of products not owned by the account-opening company, a “Brand Authorization Letter” or related cooperation agreement, sales agreement, or authorization letter is required.
Open Traffic
Ads can be placed on Tencent News, Tencent Video, Tencent Video Clips, QQ, Tencent Music and Games, WeChat Public Accounts and Mini Programs, WeChat Moments, Youliang Hui, PC QQ, QQ Space, Tencent Music.
Personal Account Opening
No
Reading and Online FM Listening
Industry Description
Business entities that provide online services for network literature reading, podcast audio listening, and publishing.
Industry Qualifications
“Value-added Telecommunications Business License” (B25 Internet Information Services) or app screenshots from App Store/Apple Store.
Business Scope Qualifications
For profit-oriented operation of internet cultural activities, an “Online Culture Operation License” is required.
For including audio-visual program services, an “Audio-Visual Program Service License” is required.
For online publishing, a “Network Publishing Service License” or the original “Internet Publishing License” is required.
For third-party cooperation or promotion of products not owned by the account-opening company, a “Brand Authorization Letter” or related cooperation agreement, sales agreement, or authorization letter is required.
Open Traffic
Ads can be placed on Tencent News, Tencent Video, Tencent Video Clips, QQ, Tencent Music and Games, WeChat Public Accounts and Mini Programs, Youliang Hui, PC QQ, QQ Space, Tencent Music. For other ad spaces, please consult customer service.
Personal Account Opening
No
Digital Animation Platforms
Industry Description
Online platforms specifically dedicated to providing animation and comic viewing, reading, and related services.
Industry Qualifications
“Value-added Telecommunications Business License” (B25 Internet Information Services) or app screenshots from App Store/Apple Store.
Business Scope Qualifications
For profit-oriented operation of internet cultural activities, an “Online Culture Operation License” is required.
For including audio-visual program services, an “Audio-Visual Program Service License” is required.
For online publishing, a “Network Publishing Service License” or the original “Internet Publishing License” is required.
For third-party cooperation or promotion of products not owned by the account-opening company, a “Brand Authorization Letter” or related cooperation agreement, sales agreement, or authorization letter is required.
Open Traffic
Ads can be placed on Tencent News, Tencent Video, Tencent Video Clips, QQ, Tencent Music and Games, WeChat Public Accounts and Mini Programs, WeChat Moments, Youliang Hui, PC QQ, QQ Space, Tencent Music.
Personal Account Opening
No
03 Other Internet Services
Internet Search
Industry Description
Platforms/websites that provide services for collecting information on the Internet based on strategies and the use of programs.
Industry Qualifications
“Value-added Telecommunications Business License” (B25 Internet Information Services).
Business Scope Qualifications
For third-party cooperation or promotion of products not owned by the account-opening company, a “Brand Authorization Letter” or related cooperation agreement, sales agreement, or authorization letter is required.
Open Traffic
Ads can be placed on Tencent News, Tencent Video, Tencent Video Clips, QQ, Tencent Music and Games, WeChat Public Accounts and Mini Programs, WeChat Moments, Youliang Hui, PC QQ, QQ Space, Tencent Music.
Personal Account Opening
No
Integrated Online Communities
Industry Description
Online communication spaces that include BBS, forums, bulletin boards, personal knowledge posts (including paid), group discussions, personal spaces, etc., covering various theme-based vertical communities.
Industry Qualifications
“Value-added Telecommunications Business License” (B25 Internet Information Services).
Business Scope Qualifications
For disseminating news information, an “Internet News Information Service License” is required.
For profit-oriented operation of internet cultural activities, an “Online Culture Operation License” is required.
For including audio-visual program services, an “Audio-Visual Program Service License” is required.
For online publishing, a “Network Publishing Service License” or the original “Internet Publishing License” is required.
For third-party cooperation or promotion of products not owned by the account-opening company, a “Brand Authorization Letter” or related cooperation agreement, sales agreement, or authorization letter is required.
Open Traffic
Ads can be placed on Tencent News, Tencent Video, Tencent Video Clips, QQ, Tencent Music and Games, WeChat Public Accounts and Mini Programs, WeChat Moments, Youliang Hui, PC QQ, QQ Space, Tencent Music.
Personal Account Opening
No
Internet Public Service Platforms
Industry Description
Internet platforms that specifically provide third-party service platforms for public service providers (such as governments).
Industry Qualifications
“Value-added Telecommunications Business License” (B25 Internet Information Services).
Business Scope Qualifications
For third-party cooperation or promotion of products not owned by the account-opening company, a “Brand Authorization Letter” or related cooperation agreement, sales agreement, or authorization letter is required.
Open Traffic
Ads can be placed on Tencent News, Tencent Video, Tencent Video Clips, QQ, Tencent Music and Games, WeChat Public Accounts and Mini Programs, WeChat Moments, Youliang Hui, PC QQ, QQ Space, Tencent Music.
Personal Account Opening
No
When overseas brands advertise in the Chinese market, they must deeply understand and strictly comply with the advertising qualification details related to Internet services in China. This is not only a respect for laws and regulations but also the cornerstone of the brand’s stable development in the Chinese market. Through this guide, Moonshot AI hopes to help overseas brands better grasp the opportunities in the Chinese market and achieve a win-win situation for both the brand and the market.
