The pulling of Japanese anime Chainsmoker Cat (Yani Neko) from Hong Kong exemplifies its stringent smoking law in advertising bans. But it also raises questions as to the definition of “advertisements”.
The Department of Health requested streaming platforms to remove the Japanese anime Chainsmoker Cat (Yani Neko) from Hong Kong viewers. For the alleged breach of the ban on online smoking product advertisements under the Smoking (Public Health) Ordinance (Cap 371).
The series follows a heavily addicted cat-girl whose life revolves around cigarettes. Episodes feature repeated, clear depictions of tobacco packaging and brand names. The Tobacco and Alcohol Control Office treated these as “smoking product advertisements” placed on the internet.
It comes as no surprise that as part of the stringent smoking regulations, the advertising of smoking products is also banned in Hong Kong under Part 4 of the Smoking (Public Health) Ordinance (Cap 371). This covers a range of media, from print to the internet.
Specifically, section 13B of the Ordinance prohibits placing or causing to be placed any smoking product advertisement on the internet. Section 13A prohibits the exhibition of such advertisements by film.
However, the meaning of “advertisement” under the Ordinance may come into dispute from time to time. The term is defined under section 14 of the Ordinance.
“Advertisements” are defined broadly under section 14, covering content that expressly or impliedly induces, suggests or requests the purchase or smoking of tobacco products; relates to smoking in terms calculated to promote or encourage its use; or simply illustrates or mentions smoking, tobacco products, their packages or qualities.
The Ordinance does not require proof of commercial sponsorship. The objective effect of the content is enough. Offenders face a maximum fine of HK$50,000 on summary conviction, plus a further HK$1,500 for each day the offence continues.
Viewers of Chainsmoker Cat, however, might argue that the anime is not an “advertisement” notwithstanding the prominent display of cigarette packages. Rather, the show conveyed a strong anti-smoking message.
The Ordinance actually provided for such a situation. Under section 14(1A), an advertisement is not regarded as a smoking product advertisement if its purpose is to discourage smoking. Thus, the anime’s overall purpose may matter more in context.
The incident shows how Hong Kong’s advertising controls extend beyond traditional media to streaming content that repeatedly and clearly displays tobacco brands and products. It also illustrates the stringent yet complex smoking regulations.
Chainsmoker Cat (2026) NyanNyanFactory, Bibury Animation Studios
Gordon Chan, Esq
Barrister-at-law, Archbold Hong Kong Editor on Public Health, and Member of the Bar Association's Committee on Criminal Law and Procedure. Specialised in medical, technology and criminal law.
