Purpose: This paper aims to examine how the official discourse of frugality evolved in China between 1979 and 2015. Design/methodology/approach: The study uses historical and textual analysis. It divides the Chinese official discourse on frugality between 1979 and 2015 into four periods:...

Purpose – Given the unique cultural-political context of China, this paper aims to investigate two research questions: What has been the development trajectory of policy-making on consumer privacy protection in China, and what factors have shaped its development over the years?...

Purpose – This paper seeks to propose a framework for systematically investigating international advertising regulation; to provide an in‐depth understanding of the Chinese advertising regulation system; and to use China as a case study to examine how various global and local forces interact...

Purpose – This paper sets out to examine the formal regulatory framework of controlling soft issues in six Confucian societies: China, Hong Kong, Taiwan, Singapore, South Korea and Japan. It aims to investigate whether these societies adopt a similar approach to soft issues....

Purpose – The purpose of this paper is to investigate consumer attitudes toward advertising regulation in local contexts. Design/methodology/approach – A survey was carried out of 211 Chinese consumers and 205 US consumers. Findings – It was found that the two samples converge in their...

Purpose – The purpose of this paper is to explore the link between consumer psychology and puffery law in China and the USA, by reporting two empirical studies that investigated whether puff claims had different effects on Chinese and US college students in their perception of advertising...

Purpose – Given that global advertising often originates in the West, this study aimed to investigate whether the same racial cues in advertising had different effects on US and Chinese readers who belonged to the majority group in their own country but occupied varied positions in the global...