Taiwan
The Cable, Radio and Television Act governs TV advertising. All commercials must be pre-approved by the relevant Government department. Reference to associated laws and other government departments is also necessary to understand the full picture with regard to Do’s and Don’ts in this market, particularly with regard to the protection of children and women.
The duration of advertisements shall not exceed one-sixth of the total transmission time of each program.In the event that one single advertisement lasts more than three minutes or an advertisement is transmitted in the form of a program, the word "advertisement" shall be displayed on the screen. Programs should be distinguishable from advertisements.
At a general level, all vulgarity should be avoided and should the content be deemed to warrant it, the advertising may be limited to broadcasting within certain time periods. Advertising should not violate compulsory or prohibitive regulations under the law; impair the physical or mental health of children or juveniles; or disrupt public order or adversely affect good social customs.
No liquor advertising is allowed on television, radio and cinemas. Cigarettes are not allowed on television, radio or outdoors. Pharmaceuticals and drug advertisements need the approval of the Bureau of Health including personal care and cosmetic products. Advertising to children is subject to strict self-regulation. No food advertising featuring premiums can be directed at children. Political advertising is allowed but subject to an embargo from 21:00 on the eve of an election.
Other categories for which advertising is not allowed in Taiwan include milk powder, fortune-tellers and nightclubs. Comparative claims are acceptable but must be validated by an independent authority.
Overseas commercials are allowed and some restrictions apply to the appearance of popup ads, especially during sporting events.
| Advertising minutes per hour | Duration of advertisements shall not exceed one sixth of the total transmission time of each program. |
| Advertising revenue restrictions | None. |
| Tobacco | Allowed with a health warning message. Furthermore, the advertisements should not encourage people to consume the products. Preapproval by the relevant authority should be obtained. |
| Alcohol | Allowed with a health warning message. Furthermore, the advertisements should not encourage people to consume the products. Preapproval by the relevant authority should be obtained. |
| Pharmaceutical | Advertisements relating to medical goods or services, pharmaceuticals, beauty treatments and cosmetics shall be approved by the relevant authorities. |
| Gambling | Lottery is the only form of gambling which may be advertised. |
| Contraception | Not mentioned explicitly but refer to Pharmaceutical / Personal Code for sensible guidance. |
| Medical | Advertisements relating to medical goods or services, pharmaceuticals, beauty treatments and cosmetics shall be approved by the relevant authorities. |
| Food and Beverage | If the food/ beverage products are related to medical goods/ services, then the advertising should conform to the guidelines for medical goods/services. Pre-approval by the relevant authority should be obtained. |
| Personal | Not mentioned explicitly. Treated in the same way as pharmaceutical products, and require approval from the Department of Health. |
| Product Placement | Advertisements should be separate from programs. |
| Public Service | No requirement for pay TV channels. |
| Government Levy | According to “Cable Radio and Television Act”, system operators shall set aside 1% of their annual operating revenues and submit it to the central regulatory agency for a special fund. |
For reference only
