Major industry players, including Hikvision and Xiaomi, unveil new quality benchmarks in collaboration with JD.com to boost consumer trust and accountability
China’s largest surveillance and smart home camera companies have joined forces to tackle a persistent problem of false advertising in the booming digital security sector, launching a sweeping initiative aimed at setting clearer technical benchmarks across the industry.
The campaign, roughly translated as “True pixels, no false claims,” was formally introduced at the 2025 JD.com 3C Digital Surveillance and Security Industry Summit. It marks a significant effort by manufacturers and suppliers to professionalise the market and rebuild consumer confidence.
Participants in the summit, as reported by ITHome, represented the full spectrum of China’s technology giants, including video surveillance heavyweights Hikvision and Dahua, alongside consumer electronics leaders Xiaomi and Haier, as well as Ezviz and Skyworth, among others.
In a move underscoring the importance of the initiative, the China Video Industry Association and e-commerce giant JD.com jointly unveiled the new technical specifications for household and consumer-grade smart cameras.
The new standard is comprehensive, covering measurable criteria across key performance areas. These include objective metrics for resolution, signal-to-noise ratio, and colour reproduction. Crucially, the framework also incorporates modern digital requirements for information security, smart tracking, and voice functions. The ultimate goal is to enforce consistent testing methods to ensure products deliver on the technical claims made at the point of sale.
For years, the prevalence of cameras marketed and sold with misleading or outright false specifications has been a growing concern in China, eroding trust among buyers. The firms behind the “True pixels, no false claims” campaign hope that a unified, recognised benchmark will not only crack down on this practice but also add greater accountability across the supply chain.
The collaboration illustrates the strong interest camera manufacturers and suppliers have in shaping the next stage of the surveillance sector in China, a sector that has become central to both consumer security products and the nation’s wider CCTV infrastructure.
To drive adoption, JD.com announced a financial commitment exceeding 10 million yuan (roughly USD 1.37 million) over the next three years. These funds are designated for building awareness, encouraging voluntary compliance with the new standards, and offering promotional support to products that successfully meet the new criteria.
The framework is framed as a measure of consumer protection and a means of promoting fairer competition among manufacturers. By backing up technical claims against a recognised benchmark, the new standard is expected to reduce market confusion, allowing compliant products to better stand out in an increasingly saturated and competitive marketplace.
Companies in China are anticipated to begin adopting the new rules in their product lines and marketing strategies in the near future.
