Advertising

TransAsia’s unique advertising practice developed as a result of our work for media and retail clients. We routinely advise advertising companies in China on matters including the establishment of advertising agencies, securing regulatory approvals, and launching and running advertising campaigns.

Client Services

• The establishment of advertising agencies
• Licenses, permits and other regulatory matters including compliance and censorship issues
• Television advertising, including commercials, infomercials, and TV shopping
• Public advertising, including billboards in airports and electronic screens in office buildings
• Online and mobile advertising
• Sponsorship and promotional tie-in arrangements
• Commercial agreements, including for advertising agency arrangements and product endorsement

Representative Transactions

• Advised Business Week on its local advertisement censorship policy
• Assisted Gruner+Jahr in setting up its advertising agency in China
• Assisted Bertelsmann on advertising issues relating to its public relations campaign upon the termination of one of its business lines
• Advised IMG on general legal issues stemming from its advertising initiatives in China
• Advised Time Inc on its advertising sales agency arrangement in China
• Advised Duty Free Shoppers (DFS) and TVSN on television advertising
• Advised Sohu.com on the establishment of an online advertising subsidiary
• Advised AirMedia on the restructuring of its nationwide operations for advertising in airports nationwide
• Represented China's main sports broadcasting channel, CCTV-5, in a US$ 1 billion arbitration case against an advertising agency

Relationships with Regulators

We regularly consult and work with key government authorities, including the State Administration of Radio, Film and Television (SARFT), the Ministry of Industry and Information, the Ministry of Culture, the State Administration for Industry and Commerce, and the Ministry of Commerce.

We have assisted the SARFT with various research and policy initiatives, including those relating to IPTV and broadcast copyright licensing.  In late 2006, the SARFT also invited TransAsia  to conduct workshops for senior officials on the international regulation of advertising and TV shopping.

Publications

China’s Media and Entertainment Law:

With contributions from senior government officials and the endorsement of the SARFT and other key regulators, in 2003 and 2007 our lawyers published the 1st and 2nd editions of China’s Media and Entertainment Law. The book is the first and only publication of its kind and serves as the authoritative reference guide for this area.  Among the industry segments highlighted is China’s advertising industry, the analysis of which concentrates on the regulatory environment, foreign investment and ongoing industry challenges. A 3rd edition is currently being produced.

Cable TV in China:

TransAsia contributed to the Financial Times report on “Cable TV in China”. The report explains the complex Chinese cable television sector, and its regulatory development.

Representative Clients