Dive Brief:

• China has just overhauled its advertising law for the first time since 1994—a time before the Internet took off and before the arrival of many Western brands. 
• Among the changes will be new rules about celebrity endorsements, the elimination of any children under age 10 in ads, restrictions on popup ads, and tougher laws on tobacco advertising. 
• In the past, China wasn't well known for enforcing advertising restrictions, but a recent $936,000 fine to P&G's Crest in China for false advertising shows the new law could inspire stricter enforcement. 

Dive Insight: 

Advertising law that is over 20 years old could hold little value to a country, so it was only a matter of time before China made significant changes. In a country that has been notoriously strict on Internet and social media access, it will be interesting to see how regulation of the new law will play out.