Implement comprehensive governance in the field of entertainment and refine celebrity endorsement norms. Today (October 31), the State Administration for Market Regulation, together with the Ministry of Culture and Tourism and other ministries, issued the "Guiding Opinions on Further Regulating Celebrity Endorsement Advertising Activities" to clarify the "rules" for celebrity endorsements.

Celebrity endorsement is by no means a simple market business behavior. It affects the love and trust of fans and the public on the one hand, and the responsibilities and obligations to consumers and advertisers on the other. Regulating endorsement behavior is not only responsible to consumers, but also to advertisers and spokespersons, and is an important embodiment of practicing socialist core values.

The China Performance Industry Association reminds entertainers, artist managers and brokerage agencies to earnestly study, understand and implement the guiding opinions, effectively regulate and prudently endorse behaviors, safeguard consumer rights and interests, and at the same time protect the healthy development of performing arts.