CFP

TMTPOST — China is banning the use of terms like “smart driving” and “autonomous driving” in vehicle advertisements, as regulators tighten oversight of driving assistance features amid growing safety concerns.

The directive was issued by the Ministry of Industry and Information Technology (MIIT) during a closed-door meeting on Wednesday with nearly 60 automaker representatives, according to a meeting transcript seen by Reuters and confirmed by one of the attendees.

The move comes in the wake of a fatal crash involving Xiaomi’s SU7 sedan in March, which sparked public concern over the reliability of advanced driver assistance systems (ADAS). Preliminary investigations revealed that the vehicle, traveling at 97 km/h (60 mph), caught fire after crashing into a cement pole, just seconds after the driver disengaged the ADAS and took over control.

While Xiaomi has not been officially blamed for the incident, the high-profile accident has intensified calls for greater transparency and regulation around partially automated driving features marketed under futuristic branding.

In a brief statement confirming the meeting, the MIIT said it had clarified rules on over-the-air (OTA) upgrades related to driving features in intelligent and connected vehicles. These updated requirements were initially published in February but have now taken on renewed urgency following the accident.

Under the new guidelines, carmakers must avoid exaggerated or misleading terminology that could misinform consumers about the actual capabilities of assisted driving systems. Industry analysts say this reflects China’s intent to rein in marketing hype and better align consumer expectations with the technology’s real-world limitations.

The crackdown also signals a broader regulatory shift as Chinese authorities aim to strengthen oversight of next-gen automotive technologies, particularly as competition in the intelligent EV space heats up. Leading automakers such as BYD, Huawei-backed Aito, and Xiaomi have increasingly touted software-driven features as selling points.

The MIIT is expected to follow up with further implementation details and compliance guidelines, as the government seeks to balance innovation with safety and consumer protection in the rapidly evolving autonomous mobility sector.