## China Puts the Brakes on Autonomous Driving Claims in Car Ads
China is tightening its grip on the automotive industry, particularly when it comes to advertising advanced driver-assistance systems (ADAS). Automakers selling vehicles in China are now prohibited from using terms like “autonomous driving,” “self-driving,” and “smart driving” in their advertising materials, according to a recent report from Reuters, citing meeting transcripts between government officials and industry representatives.
This ban reflects growing concerns surrounding the safety and potential overestimation of current ADAS capabilities. The regulations extend beyond marketing jargon; automakers will also face restrictions on deploying ADAS improvements via over-the-air (OTA) software updates to vehicles already on the road.
Previously, manufacturers frequently used OTA updates, popularized by Tesla, to refine existing features or introduce new ones. Now, under the new mandate, automakers must thoroughly test any ADAS upgrades or new features and secure government approval before releasing them to consumers via software updates. This pre-approval process aims to ensure that any changes enhance safety and don’t introduce unforeseen risks.
This decision comes after several incidents involving ADAS systems, including a recent high-profile crash involving a Xiaomi Su7 sedan where the driver had just disengaged the ADAS moments before the accident. Such incidents have heightened regulatory scrutiny and fueled the demand for stricter oversight.
The move also follows Tesla’s controversial use of the “Full Self-Driving” (FSD) branding for its ADAS, a system that still requires active driver supervision. While Tesla has rebranded FSD as “Intelligent Assisted Driving” in China, the incident likely contributed to the broader push for greater transparency and accuracy in how these technologies are marketed to consumers.
The new regulations signal a significant shift in China’s approach to autonomous driving technology. By clamping down on potentially misleading advertising and demanding rigorous testing and approval for software updates, the Chinese government is prioritizing safety and aiming to manage consumer expectations surrounding the capabilities of ADAS. This policy could influence how automakers worldwide develop and market these technologies, particularly in safety-conscious markets.