Abstract:

This paper will argue that there is an opportunity for China market researchers, and perhaps researchers elsewhere in Asia, to incorporate an understanding of the new advertising law into their advertising pre-testing methodologies and interpretation. First I will provide a contextual background for the new advertising legislation, and an account of its impact on the advertising industry. Then I will offer a rationale for the involvement of researchers in negotiating the new law, followed by my own user-friendly guide to the regulations - The Five Golden Questions. Finally, I will make an initial methodological suggestion for researchers to consider in the future.