While the ramp-up of autonomous driving tools has been years in the making, China appears to be tapping the breaks on this emerging tech – or at least how it’s being portrayed.

Recent reports say China has instituted a ban on certain words being used in advertising vehicles and their automated features. Such descriptions include the terms “smart,” “self-driving” and “autonomous driving.”

But it doesn’t appear to end there. Reuters cited a meeting between Chinese government officials and auto industry leaders that points to new rules about technology rollouts.