Anyone interested in this topic will want to see the review of a new book, Advertising to Children in China by Kara Chan and James U Mcneal, both academics on things Chinese. A sample:

One of the main points it has to make is that the child occupies a rather special position in the family in China. The reason for this, of course, is the one-child policy, first set in place in 1979. This one child, the authors argue, quickly grows to have far more power over family decisions, including decisions on what to buy, than its equivalent elsewhere. Does it answer to the classic definition of “spoiled brat,” they ask. In many cases the answer in China has to be “Yes.”

But the authors aren’t apparently unduly worried about this. If you’re only allowed to have the one child, then it’s hardly surprising that four adoring grandparents and two adoring parents are going to constitute a powerful pressure-group in the domestic domain. Besides, consumer protection, is a relatively recent development in the West, and a highly sophisticated form of human right in China, considering all the other human rights, acknowledged or denied, it has to compete with.

Nevertheless, there are quite elaborate controls in place governing advertising aimed at children in China. It shouldn’t show affluent kids displaying pride in possessing a product while an impoverished counterpart dressed in rags looks on in envy. It shouldn’t show children indulging in insulting behavior to the family (or, needless to say, the state). And it shouldn’t encourage children to ask their parents to buy the advertised product for them. This last prohibition is surely ambiguous at best. Isn’t what it seems to ban the whole point of such advertising?

The good news, however, is that the older generations in China still distrust advertising in general, and that many of the young are coming to take a similar view.

That doesn’t sound like it bodes too well for advertisers, but I doubt they’re worrying. Advertising in China is booming, probably more than anyplace else, and whether people are skeptical or not, advertising still works there.