In recent years, foreign luxury brands in China have heavily relied on celebrities to enhance brand recognition and gain customer loyalty. Though it can bring about repercussions when brands work with someone who does not fit their image, partnering with celebrities can at least bring a substantial amount of traffic and attention on social media. Marketers can then leverage this attention to promote products and tell brand stories.

近年来，中国市场上的国外奢侈品牌特别依赖名人来提高品牌认知度，获得顾客忠诚度。虽然与不符合品牌形象的某位名人合作可能会带来不好的反响，但与名人合作至少可以带来大量的流量，并在社交网络上引起关注。之后营销人员就可以利用这种关注度来推广产品，讲述品牌故事。

Making celebrities the public face of brands, nonetheless, has become an increasingly difficult task nowadays, which requires marketers to understand the political, cultural and social reality of China and vet potential brand ambassadors.

然而，如今请名人为品牌代言已成为一项越来越困难的任务，这需要营销人员理解中国的政治、文化和社会现实来审查潜在的品牌形象大使。

In recent months, the Chinese government has rolled out a series of measures to regulate celebrity and entertainment circles. The following are several issues that the Chinese government and online citizens show zero tolerance for:

近几个月来，中国政府出台了一系列约束名人和娱乐圈的举措。以下是中国政府和网民们零容忍的几个问题。

1. Drugs

毒品

Drugs are totally forbidden in China . This includes marijuana , which has been legalized in many nations around the world. In 2015, the Chinese government passed a regulation that stipulates that celebrities who are involved in drug-related scandals cannot appear in TV shows, advertisements, films, etc. and brands that work with them have to drop their contracts.

在中国，毒品是绝对禁止的，包括大麻，虽然大麻在世界上的许多国家都是合法的。2015年，中国政府通过了一项法令，规定身陷有关毒品丑闻的名人不能出现在电视节目、广告和电影中，且与他们合作的品牌必须解除与他们之间的合同。

2. Political Stance

政治立场

It is equally important to check the political stance of celebrities before hiring them. In China , the public cannot promote Taiwanese and Tibetan independence. It is also unacceptable to criticize the country’s political system and leaders or publicly show affinity for Japan.

在聘请名人之前，确认他们的政治立场也同样重要。在中国，公众不能宣传台独和藏独。此外，批评中国的政治体系和领导人或公开亲日也是不被接受的。

3. Extramarital affairs

婚外情

The Chinese online community also has zero tolerance for celebrities’ extramarital affairs. Extramarital scandals cause substantially more uproar on the Chinese internet and the unfaithful party is often harshly criticized for his or her unethical behavior. In recent years, the Chinese populace has at times voluntarily boycotted celebrities who are involved in this type of scandal.

中国网民对名人的婚外情也是绝不容忍的。婚外情会在中国的互联网上引起更多骚动，而且人们往往会严厉指责不忠的一方不道德的行为。近年来，中国民众有时会自发抵制这种丑闻缠身的名人。

4. Charity Fraud

诈捐

For Chinese celebrities, it is a highly valuable practice for them to participate in philanthropic activities. The government and the public like to see them give their time or money for a cause. However, once the celebrity is involved in charity fraud, they will receive harsh rebuke from both the Chinese government and the public.

对中国名人而言，参与慈善活动是非常有用的经历。政府和公众乐于看到他们为慈善事业出钱出力。然而，一旦名人参与诈捐，他们将会遭受中国政府和公众的严厉斥责。

5. Unethical Business Practices

不道德的商业行为

Nowadays, many Chinese celebrities have their own businesses along with their careers as actors or singers. Therefore, luxury brands have to ensure that they are aware of the kind of businesses that their celebrity partners have been running. Otherwise, once the celebrity involves in unethical business practices, they may also get into trouble.

时下，许多中国名人除了自己作为演员或歌手的事业还会有自己的业务。因此，奢侈品牌必须确保了解他们的名人合作伙伴正在运营的业务。否则， 一旦名人有不道德的商业行为，品牌商可能也会遇到麻烦。

（翻译：Dlacus）