China is expected to become one of the largest markets for prescription drugs in the world and pharmaceutical advertising is becoming increasingly important, particularly in the socially and culturally contested area of mental health. This article briefly explores the background of drug advertising policies in China and the UK and focuses on the distinctive challenges of antidepressant drug regulation. Then, using tools of critical discourse analysis, it examines Chinese antidepressant adverts, and compares them with relevant British adverts. The findings indicate that, relative to the UK, Chinese antidepressant adverts are generally oversimplified, and the critical information concerning the concepts of caution, danger and adverse effects are underrepresented. However, there are many interdependent factors that contribute to the distinctive Chinese antidepressant drug regulatory regime. Hence, Chinese policymakers must maintain a delicate balance between learning from Western regulatory regimes, but also avoiding borrowing too heavily from them.