China Bans 'Autonomous Driving' Claims in Car Ads

China Restricts Driver-Assistance Feature Advertising and Updates

Recent actions by the Chinese government are significantly altering how automotive manufacturers can market and update their driver-assistance systems. According to reports from Reuters, terms such as “autonomous driving,” “self-driving,” and “smart driving” are now prohibited in advertising materials.

New Regulations on Software Updates

The updated regulations extend beyond advertising to encompass software updates. Automakers are now restricted from deploying improvements to Advanced Driver-Assistance Systems (ADAS) in vehicles already sold to consumers.

Any upgrades or new functionalities within ADAS must undergo rigorous testing and secure governmental approval prior to being released through over-the-air software updates.

Impact on Wireless Updates

The ability to deliver improvements and fixes via wireless software updates – a feature initially popularized by Tesla – has become a crucial competitive advantage for automakers.

These new mandates are expected to impact the speed and manner in which manufacturers can enhance their vehicle technologies.

Safety Concerns Drive the Changes

These measures are a direct response to escalating safety concerns and a series of incidents involving ADAS. A recent incident involved a Xiaomi Su7 sedan experiencing a fire after a collision, occurring shortly after the driver disengaged the ADAS.

Growing anxieties surrounding the safety of these systems have prompted the government to take a more assertive regulatory stance.

Addressing Misleading Branding

The regulations also address potentially misleading branding practices, specifically referencing Tesla’s “Full Self-Driving” software.

Despite the name, this system is not fully autonomous and necessitates continuous driver engagement. In China, Tesla has already modified the branding to “Intelligent Assisted Driving” to align with more accurate descriptions.

Key Restrictions Summarized

• Prohibition of terms like “autonomous driving,” “self-driving,” and “smart driving” in advertising.
• Mandatory government approval for all ADAS software updates.
• Restrictions on rolling out ADAS improvements to vehicles already in customer possession.

These changes reflect a commitment to prioritizing road safety and ensuring that marketing claims accurately represent the capabilities of driver-assistance technologies.