The ongoing 2018 FIFA World Cup which opened on June 14 has attracted worldwide attention. And Chinese sponsors are getting a lot of attention. 

FIFA sponsors are classified into three levels: FIFA Partners, FIFA World Cup Sponsors and regional supporters. Among the 17 sponsors, China accounts for seven and covers all three types, a record for domestic companies sponsoring the World Cup.

It is normal for Chinese companies to advertise at international events. However, saying its brand in No.1 in China goes beyond the limit. 

China’s advertising law forbids the use of terms such as “the highest” and “the best”. And advertising at the World Cup is a case about whether Chinese companies can skirt the limits of the domestic advertising law and comply instead with the targeted countries’ law when they advertise overseas.

Chinese companies ought to abide by the relevant foreign countries’ laws. However, if the foreign advertisements are aimed at the domestic audience and spread domestically, it can be regarded as advertising in China. 

Many Chinese companies have faced challenges when trying to succeed in the international market. And they should remember that foreign countries are not a haven for the domestic law. On their road to embrace the global market, companies should improve their quality and enhance their culture, and use their products and services to win the hearts of world consumers instead of using advertising.

(Complied by Yang Chuchu)