According to the media, Chinese advertisements should use Putonghua and standardized Chinese characters as the basic language. Under special circumstances, according to the needs of advertising creativity, local dialects and minority languages may appear.

Hanyu Pinyin may not be used alone in advertisements. If it is really necessary to use Chinese Pinyin, it should be correctly standardized and used simultaneously with standardized Chinese characters.

The use of idioms in advertisements must conform to the relevant provisions of the state. If there is a need for creation, it should be marked with quotation marks or appear in a special font to show the difference, but it should not be misleading or have a bad impact on society. Stereotyped words of registered trademarks, original words of cultural relics and historical sites, and words of enterprise names recognized by relevant state departments, etc. What appears in the advertisement should be consistent with the prototype and should not be misleading.

Words used in advertising language shall not be misspelled, traditional, simplified or variant. Because of the need of creation, the calligraphy and painting used should be easy to identify and not misleading. In any of the following circumstances, traditional Chinese characters and variant Chinese characters may be retained or used.