China Trading Desk

Jul 235 min read

Comprehensive Guide for Tencent Account Opening, Classification of Violations, Penalties, and Requirements

Overview of Tencent Account Opening

Tencent, one of the leading technology conglomerates in China, offers various advertising services. To access these services, advertisers must open a Tencent advertising account. This comprehensive guide details the qualifications, necessary documentation, and the account opening process for corporate and natural person advertisers. It also outlines the classifications of violations, associated penalties, and essential requirements for maintaining compliance.

1.0 Account Opening Qualifications

1.1 China Business Registration (BR) Corporate Account Opening

1.1.1 Required Documents:

Business License, Institution Legal Person Registration Certificate, Organization Code Certificate, Individual Business License, or other qualifications as per relevant national laws and regulations.
Copy or scan the front and back of the legal representative’s ID card.

1.1.2 Key Points for Qualification Review:

Name Consistency: The name on the business license must match the advertiser name entered into the system and other relevant documents signed with Tencent.
Business Period: The business period should cover the advertising period and the period for providing products and services.
Business Scope: The business scope must encompass the business activities to be promoted.
Annual Review Status: The company’s registration status must be up-to-date and not included in the list of abnormal operations.

1.1.3 Enhanced Risk Control (For China Business Registration Account Opening):

From July 9, 2024, additional controls will be implemented for all advertiser accounts with Chinese Business Registration that have not completed identity verification, restricting their ability to upload advertising materials.

1.1.4 China Business Registration Account Opening Verification:

All accounts that open with China Business Registration would need to go through new identity verification, which includes the following:

The platform pays the customer
The customer pays the platform
Legal person bank card verifications
Legal person face recognition
Offline authorization verification
Corporate email verification (only for finance/banking)

**The validity period for advertiser account verification and authorization is either 6 months or 12 months, depending on the specific industry.**

1.2 Overseas Business Registration (BR) Corporate Account Opening

Overseas BR openings must follow the guidelines for each country's strict use of the BR.

Government Links for Business Registration (BR) Documents: Below are some of the government links for different countries to download or search for Business Registration (BR) documents:

1.3 Contact Person Verification

All accounts are required to verify the contact person upon complete submission of documents. Below is the step-by-step guide.

Step 1:

Go to the verification page, fill in the details such as the account holder's name and ID, and check "I have agreed to the User License Agreement."

Step 2:

Checked and confirmed all the information, including the contact name, contact ID number, and contact person’s mobile phone number. Make sure the corporate identity is selected as “enterprise employee”

Step 3:

Upload the business power of attorney document with the required template and proceed to the next step for face real name authentification.

2.0 Platform Ad Placement Important Update

There are some updates from the Tencent platform and content media. Below are the details:

WeChat Moment Ads and WeChat Official Account Ads can only target travellers in selected countries/regions. Refer to the list here. Any other countries/regions out of this will not be able to advertise as it is sensitive due to risk control
Merger of the “Tencent Platform and Content Media” section, Tencent News, Tencent Video, QQ Browser, QQ, Tencent Music and Games are all under one placement moving forward

3.0 Industry Restrictions and Documentations

Certain industries are restricted from opening accounts or have specific requirements:

Restricted Industries:

Dating, finance, franchise, and catering industries require whitelist access.
Industries like food and alcoholic beverages, lingerie and underwear, jewellery and watches, adult products, medicines, medical health, medical institutions, medical equipment, business services, local life services, marketing, advertising, packaging, energy conservation, environmental protection, safety and security, lottery, and industry and agriculture have specific documentation requirements.

4.0 Tencent Violation Identification and Evidence Collection

4.1 Violation Information Sources

Includes reports, complaints, and feedback. Tencent may initiate investigations and require cooperation.

4.2 Evidence Collection

Tencent can collect evidence like chat records, email records, phone recordings, system data, documents, contracts, and invoices.

4.3 Violation Determination

Tencent independently determines violations and enforces penalties based on its judgment.

4.4 Appeals

Service providers can appeal penalties within 15 days by submitting relevant evidence.

4.5 Information Disclosure

Tencent may disclose information to relevant authorities if complaints or investigations arise.

5.0 Warning on Penalties for Advertising Illegal Materials

Tencent Advertising Platform will strictly implement measures against violators, including—but not limited to—terminating existing cooperation, automatically rejecting advertisements, removing illegal materials, blocking illegal accounts, deducting deposits, and requiring compensation for losses.

5.1 Example of Cases of Violations and Penalties

5.1.1 False Advertising Claims:

Suspected of exaggerating or making false claims that may mislead users.

5.1.2 Vulgar and Offensive Content:

Use of vulgar content causing a negative user experience
First-level violations: Obscene and pornographic content.
Second-level violations: Content with obvious sexual implications.
Third-level violations: Content with sexual metaphors or innuendos, causing bad associations for some users.

5.1.3 Unauthorized Use of Third-Party Content:

Use of unauthorized names, images, or intellectual property, including copyrights, patents, trademarks, etc.

5.1.4 Disturbing and Uncomfortable Content:

Use of bloody, eerie, or nauseating content affecting user experience.

5.1.5 Misleading Promises:

Use of unverifiable claims to mislead users.

5.1.6 Misleading Promises:

Promotions that negatively impact user experience, including:
Forced downloads, bundled downloads, multiple redirects, and induced transaction clicks.
False system notifications, misleading buttons, illegal collection of user information, and transaction QR codes.

6.0 Penalty Measures

6.1 Types of Penalties

Criticism Notifications: Public or private notifications of the violation.
Policy Score Deductions: Reductions in evaluation scores affect rebates.
Reward Score Deductions: Reductions in scores affect special rewards.
Account Freezes: Temporary suspension of sub-client accounts.
Account Closures: Permanent closure of sub-client accounts.
New Account Restrictions: Restrictions on opening new accounts for a specific period.
Advertising Restrictions: Limits on new advertising plans or specific industry advertising.
Service Provider Account Closures: Temporary or permanent closure of service provider accounts for serious violations.
Legal Representative Blacklisting: Blacklisting of the legal representative affecting all associated accounts.
Rebate Deductions: Deductions from seasonal rebates.
Rebate Refunds: Refunds of rebates received during the violation period.
Deposit Deductions: Deductions from service provider’s deposits.
License Revocations: Revocation of authorized licenses.
Cooperation Cancellations: Cancellation of cooperation agreements and banning future registrations.
Cash Fines: Imposition of cash fines.
Legal Actions: Referral to relevant authorities for legal action.

6.2 Application of Penalties

6.2.1 Multiple Penalties:

Tencent may apply multiple penalties based on the severity and nature of the violation.

6.2.2 Consideration Factors:

Penalties consider the nature, severity, impact, and remedial actions taken by the service provider

6.3 Classification of Violations

6.3.1 Violations of Honest Business Practices (P-Class Violations):

Classification and Grading: Violations are categorized into three levels based on severity: P1, P2, and P3.

Penalty Rules: Penalties include performance score deductions and rebate deductions, affecting licensing rights and awards.

6.3.2 Violations of Advertising Compliance (R-Class Violation):

Important Violations: Includes illegal advertising activities such as gambling, fraud, pornography, and unauthorized account usage.
Classification and Penalty Rules: Penalties are based on the severity of advertising compliance violations, affecting both the advertiser and the service provider.

6.3.3 Special Handling of Violations:

Severe Violations: Additional penalties for repeated or severe violations, including combined rebate deductions.
Policy Considerations: Evaluation of service provider’s eligibility for awards based on violation history.

7.0 Effectiveness and Modifications

Implementation Date: The norms are effective from the date of publication.

Modifications: Tencent reserves the right to modify the norms based on legal or operational needs.

This comprehensive guide ensures that all prospective and current Tencent advertisers are well-informed about the requirements for opening an account, the classifications of violations, and the penalties that may be imposed. Adherence to these guidelines is crucial for maintaining a compliant and successful advertising partnership with Tencent.