Automakers Prohibited from Referring to ‘Autonomous Driving’ in China Ads

18.04.2025

China is stepping up its oversight of how automakers market advanced driver-assistance systems (ADAS), implementing new rules that prohibit the use of terms such as “autonomous driving,” “self-driving,” and “smart driving” in advertisements. The move is part of a broader regulatory effort to prevent misleading language that may cause consumers to overestimate the capabilities of current vehicle technologies.

In addition to the advertising restrictions, the government will now require car manufacturers to seek approval before deploying over-the-air software updates that enhance or alter ADAS features. These updates, which allow improvements to be rolled out remotely without the need for a service visit, have become a key competitive tool among automakers — especially following Tesla’s popularization of the method. However, regulators are concerned that unchecked updates could introduce safety risks if not properly tested.

The policy shift reflects growing concern over the real-world performance of driver-assistance systems and their potential to contribute to accidents. In one recent incident, a Xiaomi SU7 electric sedan crashed into a pole and caught fire shortly after the driver resumed manual control from the ADAS system. While investigations are ongoing, the incident has amplified public scrutiny around the safety of semi-automated driving features.

The new rules also appear to be a response to controversies surrounding the branding of Tesla’s “Full Self-Driving” (FSD) software. Despite its name, FSD does not offer true autonomous driving and still requires constant driver engagement. Critics argue that such branding can create a false sense of security. In response to regulatory pressure in China, Tesla has rebranded the system locally as “Intelligent Assisted Driving” to better reflect its actual functionality.

By tightening the rules around marketing language and software deployment, Chinese regulators aim to reinforce safety standards and prevent consumer confusion as ADAS technologies evolve. The move signals that while innovation in mobility is encouraged, it must be accompanied by strict oversight to protect the public and ensure responsible development.