China.com, October 31 (Reporter Liu Jia) In response to the illegal, false endorsement of celebrities, or enterprises choose unethical celebrity endorsement, today, the State Administration for Market Regulation, the Central Cyberspace Affairs Office, the Ministry of Culture and Tourism, the State Administration of Radio, Film and Television, China Banking and Insurance Regulatory Commission, China Banking and Insurance Regulatory Commission, China Securities Regulatory Commission, National Film Administration, and other seven departments jointly issued the "Guiding Opinions on Further Standardizing Celebrity Advertising Endorsement Activities" (hereinafter referred to as the "Opinions") to make clear regulations. It is worth noting that the "Opinions" clearly stipulate that when regulating the scope of endorsement, celebrities themselves should make full use of endorsement products to ensure that the use time or quantity is sufficient to generate a daily consumption experience. If a celebrity is a product exclusively for infants or toddlers or endorses for the opposite sex, the product shall be fully and reasonably used by the celebrity's close relatives.
Before celebrities endorse the company, establish an advertising endorsement file for
The "Opinions" clearly stipulate that before celebrities conduct advertising endorsement activities for goods or services (hereinafter collectively referred to as products), they should properly record the information of the endorsement company, experience and use of the product, keep relevant advertising endorsement contracts and endorsement product consumption receipts and other information, and establish advertising endorsement file.
In addition, celebrities should strictly abide by relevant laws and regulations and carry out advertising endorsement activities in accordance with the law, regulations and integrity. Advertising endorsements for tobacco and tobacco products (including electronic cigarettes), off-campus training, medical care, medicine, medical devices, health foods and special medical purpose formula food are not allowed. During the advertising endorsement process, misleading publicity on the price, preferential conditions, etc. of the product shall not be made; loan-based financial products shall not be promoted blindly, low threshold, low interest rate, and easy loans, which will cause misunderstandings to consumers.
companies choose to endorse people with unethical artists and will be punished and determined that when carrying out advertising activities, they should consciously resist the use of illegal and unethical stars as advertising spokespersons. Strictly abide by the advertising laws and regulations, and no stars who have been administratively punished by for endorsement of false advertising shall be selected as advertising spokespersons.
If an enterprise knows that celebrities have committed crimes such as drug use, gambling, drunk driving, forced molestation, tax evasion, fraud, securities insider trading, etc., and still chooses celebrities to endorse advertising, it should determine that the relevant advertisements violate the good social trend based on the facts.
minors under the age of ten shall not be used as advertising spokespersons
The Opinion also proposes that enterprises shall not choose minors under the age of ten as advertising spokespersons. In addition, companies engaged in medical, pharmaceutical, medical devices, health food and other industries are not allowed to use advertising spokespersons to advertise. Off-campus training advertisements for primary and secondary schools (including kindergartens) shall not be published, and enterprises engaged in other education and training industries shall not use professionals or beneficiaries to carry out advertising endorsement activities.
China Release
