CopywaAdvertising Law absolute terms
A free lookup of China Advertising Law absolute terms: paste copy to flag words like best, number one and national-level; browse every term and its replacement below. No sign-in.
Built-in list: Advertising Law absolute claims
Basis: 《广告法》第九条第二、三项The built-in lists cover common high-risk wording in Chinese copy; they are not a complete list. There is no official complete list of banned words in China, so the latest platform rules and regulations prevail.
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Advertising Law absolute terms, with replacements
The same built-in list the checker uses, grouped by category. The words and replacements are in Chinese, as they apply to Chinese copy. Each group ends with how to rewrite that kind of word.
China publishes no official complete list of absolute terms. This list covers the wording banned by Article 9 of the Advertising Law and its common forms; follow the latest laws and platform rules. · Basis: Advertising Law, Article 9 (2) and (3)
Superlatives31
Comparisons built on 最 (most / best).
| Term | Write instead |
|---|---|
| 最好 | 很好、好用 |
| 最佳 | 很棒、优选 |
| 最优 | 优质 |
| 最优秀 | 优秀 |
| 最强 | 强劲 |
| 最大 | 大号、容量大 |
| 最高 | 高 |
| 最低 | 低 |
| 最低价 | 优惠价、到手价 XX 元 |
| 最便宜 | 实惠、价格亲民 |
| 最先进 | 先进、新一代 |
| 最受欢迎 | 广受欢迎、回购多 |
| 最时尚 | 时尚 |
| 最高级 | 高端 |
| 最高档 | 高档 |
| 最划算 | 划算 |
| 最实惠 | 实惠 |
| 最超值 | 超值 |
| 最畅销 | 热销、已售 XX 件 |
| 最热销 | 热销、已售 XX 件 |
| 最火 | 人气高、很火 |
| 最流行 | 流行 |
| 最专业 | 专业 |
| 最权威 | 专业可靠 |
| 最正宗 | 正宗 |
| 最安全 | 安全性好（写明检测依据） |
| 最有效 | 用户反馈不错 |
| 最天然 | 天然成分（写明成分） |
| 最健康 | 健康 |
| 最舒适 | 舒适 |
| 最奢华 | 奢华、精致 |
How to rewrite these: 删掉「最」字，或改成「很好用」「口碑不错」这类不作比较的说法。
Uniqueness and ranking16
Only, first, number one and champion claims.
| Term | Write instead |
|---|---|
| 唯一 | 少有的、特别的 |
| 首个 | 新推出的 |
| 首选 | 推荐、优选 |
| 首家 | 写明开店年份 |
| 首款 | 新款 |
| 首创 | 原创、自主研发 |
| 全网首发 | 新品上市 |
| 独家 | 专属、特别款 |
| 独一无二 | 与众不同 |
| NO.1 | 口碑好 |
| TOP1 | 热门 |
| 冠军 | 人气款；确有获奖写明赛事和年份 |
| 之王 | 人气款 |
| 王牌 | 招牌 |
How to rewrite these: 去掉排名和唯一性说法；确有第三方数据时写明来源和时间。
| Term | Write instead |
|---|---|
| 「第一」排名Matched by a pattern (such as 行业第一 or 销量第 1); ordinary phrases like 第一次 (the first time) don't count. | 去掉「第一」这类排名说法；确有第三方数据时写明来源和时间。 |
| Term | Write instead |
|---|---|
| 「第 1 名」排名Matched by a pattern (such as 行业第一 or 销量第 1); ordinary phrases like 第一次 (the first time) don't count. | 去掉排名和唯一性说法；确有第三方数据时写明来源和时间。 |
Absolutes22
Top-tier, ultimate, perfect, 100% and similar.
| Term | Write instead |
|---|---|
| 顶级 | 高品质 |
| 顶尖 | 优秀 |
| 极致 | 细致、用心 |
| 极品 | 精品 |
| 极佳 | 很好 |
| 绝佳 | 出色 |
| 绝对 | 非常 |
| 终极 | 升级版 |
| 至尊 | 尊享 |
| 巅峰 | 高水准 |
| 无敌 | 出色 |
| 完美 | 出色、好看 |
| 万能 | 多用途 |
| 超一流 | 优秀 |
| 世界一流 | 品质出色 |
| 国际一流 | 品质出色 |
| 绝无仅有 | 少见 |
| 史无前例 | 新颖 |
| 无与伦比 | 出众 |
| 前所未有 | 全新 |
| 100% | 写明具体比例和检测依据 |
| 百分之百 | 写明具体比例和检测依据 |
How to rewrite these: 换成具体事实：成分、工艺、用户反馈，例如「含 5% 烟酰胺」。
Authority and rank23
National-level, industry-leading, and endorsements in the name of state bodies.
| Term | Write instead |
|---|---|
| 国家级 | 写明依据：确有认证写全称和年份，没有就删 |
| 世界级 | 国际化 |
| 全球级 | 全球化 |
| 国际级 | 国际化 |
| 宇宙级 | 超赞 |
| 全国领先 | 写出具体数据、来源和时间 |
| 国内领先 | 写出具体数据、来源和时间 |
| 国际领先 | 写出具体数据、来源和时间 |
| 世界领先 | 写出具体数据、来源和时间 |
| 全球领先 | 写出具体数据、来源和时间 |
| 行业领先 | 写出具体数据、来源和时间 |
| 遥遥领先 | 表现出色 |
| 领导品牌 | 知名品牌 |
| 领袖品牌 | 知名品牌 |
| 驰名商标 | 直接写品牌名 |
| 填补国内空白 | 写明依据：具体技术，确有专利再写专利号 |
How to rewrite these: 删掉级别和领先说法；有正式认证或奖项时写出全称和年份。
| Term | Write instead |
|---|---|
| 特供 | 直接删掉 |
| 专供 | 定制款 |
| 国宴专用 | 直接删掉，改写产品本身的特点 |
| 国宴同款 | 直接删掉，改写产品本身的特点 |
| 政府推荐 | 直接删掉，改写产品本身的特点 |
| 国家机关推荐 | 直接删掉，改写产品本身的特点 |
| 领导人同款 | 直接删掉，改写产品本身的特点 |
How to rewrite these: 广告不能使用国家机关和工作人员的名义，也不能写「特供」「专供」；删掉这类背书。
Time and urgency6
Made-up time pressure such as only this once or never again.
| Term | Write instead |
|---|---|
| 仅此一次 | 写明活动时间 |
| 错过不再 | 活动到 X 月 X 日 |
| 最后一波 | 本期活动到 X 月 X 日 |
| 再不抢就没了 | 限量 X 份 |
| 秒杀全网 | 限时优惠 |
| 万人疯抢 | 已售 XX 件（写真实数据） |
How to rewrite these: 写明真实的活动时间和数量，例如「活动到 10 月 31 日，限量 200 份」。
How to use it
- 01
Paste your copy
Paste a product page, poster copy, WeChat article or Xiaohongshu note. The title is optional.
- 02
Read the flagged terms
Absolute terms are highlighted in the body and listed below with the reason and a suggested rewrite.
- 03
Look a word up
Not sure about a word? Scroll to the list, find it by category and see what to write instead.
FAQ
What are Advertising Law absolute terms?
Wording that Article 9 of China's Advertising Law bans in ads, such as national-level, highest-grade and best, plus unprovable absolutes like number one, only and top-tier.
Which terms are on the list?
Five kinds: superlatives (最好, 最低价), uniqueness and ranking (唯一, 首个, 第一), absolutes (顶级, 完美, 100%), authority and rank (国家级, 行业领先, 特供), and time and urgency (仅此一次, 错过不再). The full list is above.
Is there an official list of banned advertising words?
No. China publishes no official complete list; every "full list" online is compiled from the law. This one is too, so follow the Advertising Law, regulators' enforcement and platform rules.
What can I write instead?
Drop the comparison and state facts: 很好用 (works well) instead of 最好用 (works best), "20,000 sold" with a date instead of "best seller", the basis instead of national-level (the full name of a certificate, only if you really hold one). Every term's replacement is in the table above.
What is the penalty for using absolute terms?
Under Article 57 of the Advertising Law, a fine of 200,000 to 1,000,000 yuan, and in serious cases the business licence may be revoked; platforms also delist products and throttle posts.
Do ordinary words like 第一次 or 最近 count?
No. The checker only treats rankings such as 行业第一 or 销量第 1 as absolute terms; time and order words like 第一次, 第一步, 最近 and 最新 are not flagged.
Do I need to sign in? Is my text uploaded?
No sign-in, and it is free. The check runs in your browser; the text you paste is never sent to a server or saved.
How often is the list updated?
Together with the built-in lists; the page shows the update date. If a word is missing or wrongly flagged, tell us via Contact us in the footer.
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