The Advertising Law stipulates that advertisements shall not contain ethnic, racial, religious, or gender-discriminatory content.

Advertising and trademarks serve as promotional images and markings for goods. They cover a wide range of content and are usually intuitive and abstract. Advertisements and trademarks are all-encompassing in form and creativity, and some may involve ethnic, racial and other content. When ethnic and racial factors are involved, it is necessary to prevent adverse consequences that may damage national unity and social stability. Our country's laws do not allow ethnic discrimination or racial discrimination in advertising and trademarks, and we insist that all ethnic groups are equal.

In the "Trademark Examination and Trial Standards" approved and published by the State Administration for Industry and Commerce, the "ethnic discriminatory nature" of trademarks is explained: the words, graphics or other elements of a trademark have the character of discriminating against a specific ethnic group. Content that vilifies, belittles, or otherwise treats the ethnic group unfairly. The determination of ethnic discrimination should comprehensively consider the composition of the trademark and its designated goods or services. Some companies are insensitive to advertisements and trademarks involving ethnicity and race, and lack awareness of strict censorship. Their propaganda contains inappropriate content involving ethnicity and race, which can easily produce negative social effects. Although the "Advertising Law of the People's Republic of China" and the "Trademark Law of the People's Republic of China" do not provide specific provisions on the treatment of advertising and trademark behaviors that violate relevant regulations, those who do not listen to advice or evade review will be punished. Law enforcement departments may, depending on the severity of the case, order advertising operators and advertising publishers to stop publishing advertisements, impose fines, revoke business licenses, revoke advertising registration certificates and other penalties.

Ding Hui, executive director of the Marriage and Family Law Research Association of the China Law Society and professor at the Law School of Liaoning Normal University, believes that in modern society, the ideas of "men take charge of the outside and women take charge of the house" and "men are superior to women" have gradually been eliminated. The structure has changed a lot, and we can no longer deliberately shape or spread the image of women as subordinate or dependent, otherwise it will subtly affect the values ????of young people, and even mislead the group culture and concepts of the entire society. "Sexist advertising must be regulated to establish a review mechanism and preventive measures to eliminate sexist advertising.

Advertising has a very strong communication power. While conveying product information, it also conveys certain values. , moral values ??and aesthetic values, which subtly affect people's thoughts and behaviors. If advertisements contain a lot of implicit or explicit sexism, it will have a greater impact on the gender consciousness of the public, especially young people. Therefore, it is necessary to regulate sexist advertisements.

Legal basis:

"Advertising Law of the People's Republic of China"

Article 9 Advertisements shall not contain any information that discriminates against nationality, race, religion or gender. Content.

Trademark Law of the People's Republic of China

Article 10: Trademarks may not use ethnically discriminatory words, graphics or other elements.