A Guide to ICP License in China: What Global Advertisers Need to Know

Introduction: Do You Need an ICP License to Start Advertising in China?

If you're exploring advertising in China, you’ve probably come across the term ICP license—a government-issued permit for websites operating in the country. While it’s often considered essential for running ads in China, here’s the good news:

You do NOT need an ICP license to start advertising on Baidu if you don’t have a legal entity in China.

That’s right. Global companies can still run ads in China, especially through platforms like Baidu Ads, by meeting alternative verification and documentation requirements. That said, having an ICP license is highly recommended if you plan to scale long-term or set up deeper infrastructure inside the Chinese market.

What Is an ICP License?

An ICP (Internet Content Provider) license is an official registration issued by the Chinese Ministry of Industry and Information Technology (MIIT). It legitimizes a website’s operation within China’s digital ecosystem. It’s often seen as a gatekeeper for Chinese advertising and web hosting in mainland China.

There are two main types:

• ICP Filing (备案 - Bei’an): Required for informational websites.

• ICP Commercial License (许可 - Xuke): Required for e-commerce or revenue-generating platforms.

Can You Run Baidu Ads Without an ICP License?

✅ Yes, if you are a foreign company without a Chinese legal entity.

Instead of an ICP license, you'll need to submit:

• Your company’s business registration certificate (translated into Chinese)

• A screenshot of your company information from an official register (translated)

• A Chinese-language landing page or website

• A recent bank statement from your company (translated)

• A minimum deposit of 5,000 CNY and a 1,000 CNY registration fee

This allows Baidu Ads to validate your business and set up your ad account. The account setup process typically takes 1 to 3 weeks.

✅ You DO need an ICP license if you have a legal entity registered in China.

In this case, you must provide:

• Your Chinese business license

• ICP license for your site or landing page

• Same 5,000 CNY deposit and 1,000 CNY setup fee

Why Getting an ICP License Is Still Recommended

Even though it’s not mandatory to advertise on Baidu, obtaining an ICP license offers significant advantages:

• Faster campaign approvals

• Access to more advertising formats and targeting features

• Improved credibility and trust with local users

• Eligibility to host your site on local Chinese servers (for faster performance and SEO)

If you’re serious about Chinese advertising, especially on platforms like 360 Search/Qihoo 360, Tencent, or Tmall, having an ICP license opens more doors.

Tips Before You Start Advertising in China

Here’s what you should keep in mind:

• Start small with a localized landing page, even without an ICP

• Partner with a China-focused advertising agency to help with translation, registration, and payment processing

• Consider an ICP license if you’re expanding your web presence in China long-term

Conclusion: You Can Start Without an ICP, But Be Strategic

While an ICP license isn’t mandatory to advertise in China, it's a strategic asset. You can absolutely launch your first Baidu Ads campaign with the proper documentation and a localized landing page — no Chinese legal entity required. But if China is a core market, securing an ICP license will future-proof your digital presence.

Are you ready to expand to China?