Is 'AD' still required in subject lines for emails sent in China?

Key findings

• Legal requirement: The inclusion of "AD" or its Chinese equivalent is still legally mandated for promotional emails in China.
• Compliance necessity: Failure to include this tag can lead to severe deliverability issues, including emails being sent to spam or outright rejection by Chinese Internet Service Providers (ISPs).
• Intended purpose: The rule was designed to help ISPs and email users identify commercial content, distinguishing it from transactional or informational mail.
• Language flexibility: The requirement applies to both English-language emails, using "AD", and Chinese-language emails, using 广告.

Key considerations

• Effectiveness debate: While legally required, the practical impact of the "AD" tag on filtering out unwanted spam is often questioned, as spammers can also simply include the tag.
• User experience: Some marketers worry that explicitly labeling an email as an "AD" could negatively affect open rates or user engagement.
• Holistic strategy: Beyond the "AD" tag, maintaining a strong sender reputation and clean lists are crucial for deliverability in China. For more on this, see our guide on rules for emails to Chinese market.
• Subject line best practices: The "AD" tag is just one element; general advice on what words to avoid in subject lines still applies. To learn more about Chinese email laws, review this resource from Sampi.co on Chinese anti-spam laws.

Key opinions

• Unavoidable: Many marketers state that including "AD" is a firm requirement that cannot be overlooked when sending promotional emails to China.
• Effectiveness concerns: There's a common sentiment that the "AD" tag has limited practical use in stopping spam, as malicious senders will simply include it.
• Engagement impact: Some marketers express concern that explicitly labeling an email as an advertisement might negatively influence recipient open rates.
• Prioritize compliance: Despite potential drawbacks, the overriding priority is to comply with the regulation to ensure messages are delivered and not blocklisted.
• Filtering mechanism: Some marketers believe the rule exists primarily to allow ISPs to easily filter emails marked as promotional.

Key considerations

• Balancing objectives: Marketers must find a balance between regulatory compliance and crafting engaging subject lines. Explore more subject line best practices in our article on using 'free' in subject lines.
• Adaptation: It's important to adapt email strategies to China's unique email environment, including understanding character support to avoid invalid characters in subject lines.
• Monitoring: Regularly monitor deliverability to Chinese inboxes and adjust tactics as needed. A helpful resource outlining broader email marketing advice for China can be found at Mapp.com's tips for email marketing.

Key opinions

• Legal imperative: Experts universally agree that placing "AD" in the subject line is a mandatory legal requirement for promotional emails in China.
• ISP signal: They confirm that Chinese ISPs utilize this tag as a clear signal for classifying and filtering email content.
• Deliverability gateway: Compliance with this rule is crucial for ensuring emails bypass filtering and reach the intended inbox, rather than being blocklisted or redirected to spam.
• Limited anti-spam utility: While intended to deter spam, experts note that the rule's effectiveness is diminished because spammers can easily adopt it.
• Reputation factor: Adherence to local regulations, including the "AD" tag, contributes to a positive sender reputation with Chinese ISPs.

Key considerations

• Technical accuracy: Experts advise ensuring the exact string "AD" or its recognized Chinese equivalent is used, formatted correctly at the start of the subject line.
• Beyond the tag: While vital, the "AD" tag is one piece of a larger deliverability puzzle. Other factors, such as proper authentication and IP reputation, are equally critical for China-specific delivery, as discussed in our guide to QQ.com best practices.
• Adapt to changes: Chinese email regulations and ISP filtering rules can evolve; continuous monitoring and adaptation are necessary, particularly for providers like Sina.com or Sina.cn, as highlighted in our guide to Sina deliverability. Learn more about deliverability with Chinese ISPs from The House of Email.

Key findings

• Statutory basis: Chinese anti-spam regulations, such as the Measures for Administration of Internet Email Services, legally mandate the use of the "AD" mark for commercial emails.
• Scope: This rule specifically targets emails categorized as promotional or advertising content, distinguishing them from other types of communications.
• Localization: The requirement permits either the English "AD" or its Chinese character equivalent (e.g., 广告) for subject lines.
• Deliverability consequence: Documentation explicitly links the absence of the "AD" tag to increased risks of email filtering, rejection, or placement in spam folders by Chinese ISPs.

Key considerations

• Exact phrasing: Documentation suggests strict adherence to the exact wording or characters specified for the "AD" tag.
• Universal application: The rule must be consistently applied across all promotional campaigns targeting recipients in mainland China. For a comprehensive overview of rules and guidelines for the Chinese market, refer to our dedicated resource.
• Definition of "promotional": Marketers should familiarize themselves with the legal definition of "promotional email" within the Chinese context to ensure proper classification. Understanding words to avoid in subject lines is also generally helpful. Additional insights on content best practices for China are available on Sampi.co's campaign content guide.