" Jiangnan Leather Factory went bankrupt, and the boss ran away with his sister-in-law, but that person left a factory and the bag inside, which can be used to settle the bill..." Once upon a time, this slogan of teasing was popular all over the country, and the chaotic relationship in it was ridiculous. Although today's advertising endorsements are not so exaggerated, the chaos is still very serious. It not only seriously infringes on consumer rights, but also lays hidden dangers for the healthy development of the market.
The State Administration for Market Regulation and seven other departments jointly issued a document to endorse celebrities "red lines": advertising endorsements for products prohibited by law (including services prohibited by prohibited); recommendations and proofs for unused goods (not accepted services); advertising endorsements for unlicensed market entities or other enterprises that should obtain approval qualifications but have not been approved; advertising endorsements for tobacco and tobacco products (including electronic cigarettes), off-campus training, medical, medicines, medical devices, health foods and special medical purpose formula food are not allowed.
Stars false and illegal endorsement
must be punished to the celebrity themselves
. A few days ago, the State Administration for Market Regulation, together with 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 , the China Securities Regulatory Commission, National Film Administration and other seven departments jointly issued the " Guiding Opinions on Further Standardizing Celebrity Advertising Endorsement Activities ", which will be implemented from the date of publication.
Celebrity endorsement shall not exaggerate the product efficacy
The "Guiding Opinions" mention that celebrities should strictly abide by relevant laws and regulations and carry out advertising endorsement activities in accordance with the law, regulations and integrity. During the advertising endorsement process, state secrets or personal privacy shall not be disclosed; commodity efficacy shall not be exaggerated; data that cannot be verified shall not be slandered by other operators; misleading of product prices, preferential conditions, etc. shall not be misleading; asset management products shall not be directly or disguised, promised to guarantee principal and profits, or implied guaranteed capital, risk-free, profits, etc. shall not be allowed to blindly promote loan financial products , which will cause misunderstandings to consumers.
Celebrities themselves should make full use of endorsement products
The "Guiding Opinions" clearly state that celebrities themselves should make full use of endorsement products to ensure that the time or quantity of use is sufficient to generate a daily consumption experience; symbolic purchase or use of endorsement products should not be considered as advertising spokespersons have fulfilled their obligation to use the products in accordance with the law. 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. During the advertising endorsement period, celebrities should continue to use endorsement products with reasonable frequency and frequency. For electronic products, automobiles and other products that have faster technology iteration speeds, celebrities only use a certain generation of sub-products of a certain brand and are not allowed to endorse other sub-products of the brand. If a celebrity endorses the overall image of a company or brand under the name of a brand "experience officer", "recommendation officer", "image ambassador", etc., the advertisement shall indicate or indicate the product name of the company or brand used by the star.
strictly prohibits illegal and moral stars from endorsing themselves in disguise
The "Guiding Opinions" clearly state that before enterprises choose endorsement stars, they should fully understand the celebrity's career status, personal credit, etc., pay attention to the unity of economic and social benefits, and consciously resist the use of illegal and moral 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. At the same time, the "Guiding Opinions" require that all types of media units must strictly implement the festival (column) management system, strengthen live broadcast management in accordance with laws and regulations, and strictly prohibit illegal and unethical celebrities from carrying out advertising endorsement activities in disguise by participating in interviews, variety shows, live broadcasts, etc.
If a celebrity brokerage company participates in advertising endorsement activities, it shall bear legal responsibility as an advertising operator. For celebrities who have false or illegal endorsement circumstances, public exposure should be strengthened, included in their personal integrity records in accordance with the law, and joint punishment for breach of trust should be strengthened. If a celebrity fails or illegally endorses, he or she will bear civil compensation liability to consumers in a timely and proactive manner, the punishment may be lighter or reduced in accordance with the law.Comprehensive Xinhua News Agency and other
celebrity advertising endorsements frequently "turned over"
Zhang Ziyi 's internet celebrity bird's nest endorsement was fined
for false propaganda, and Zhang Ziyi and Chen Shu 's internet celebrity bird's nest brand Xiaoxiandun was fined 200,000 yuan by relevant departments. A fine released by the Chaoyang District Market Supervision and Administration Bureau of Beijing shows that Xiaoxiandun Company has 11 illegal facts, including labeling of the actual raw materials used, inaccurately marked content of the dried bird's nest, misleading the consumer's information on the marked raw materials, and deceiving consumers from the origin of the marked products. Xiaoxiandun not only invited Zhang Ziyi and Chen Shu to endorse cooperation, but also received recommendations from celebrities such as Cecilia Cheung , Li Bingbing , Zhang Yuqi , Jingtian , Ouyang Nana , Tang Yixin and other stars. Among them, Zhang Ziyi and Chen Shu not only endorse the promotion, but even became investors of Xiaoxiandun himself.
The milk tea endorsed by Ma Yili and are suspected of fraud
.com revealed that the funds involved in the milk tea fraud case endorsed by Ma Yili and 700 million yuan were involved. Many of the fraudulent customers invested their own hard-earned money, and even a considerable number of investors' funds are their parents' pension money. Because of the huge funds involved in the case and the bad influence, many customers bluntly said that the reason they invested in joining the brand of milk tea was because of their trust in Ma Yili. Ma Yili also felt deeply sorry for everyone's trust in her, and publicly apologized online and promised to actively cooperate with the police's investigation.
Li Dan endorsing women's underwear for women was fined 870,000
Li Dan posted a branded women's underwear advertisement on his personal Weibo account. The content contains contents such as "A equipment that allows women to easily win the workplace", "I said there is no product that I can't bring, just say believe it or not", and a video of the parties recommending the product. The Haidian District Market Supervision Bureau of Beijing believes that women rely on their ability and hard work to base themselves on their workplace. The above advertisements link "workplace" and "underwear" to "win the workplace". It is a discrimination against women working hard in the workplace, a disrespectful act of women, and the copywriting content is vulgar and insulting women's dignity. After investigation, the parties involved did not charge a separate advertising fee for publishing the above advertisements. As a public figure, the party involved uses his popularity to recommend the brand women's underwear in the advertisement, which is an advertising endorsement act and has not used the product. The above-mentioned advertisement release of the parties involved constitutes the act of publishing illegal advertisements that violate the good social trends; it also constitutes the act of the advertising spokesperson to recommend and prove the products they have not used. In summary, the Haidian District Market Supervision and Administration Bureau of Beijing issued an administrative penalty in June 2021: First, the illegal income was confiscated 225,573.77 yuan; second, the fine was 651,147.54 yuan.
Jing Tian was fined 7.22 million for illegal endorsement
Guangzhou Infinity Chang Health Technology Co., Ltd. used Jing Tian as an advertising endorsement for the "fruit and vegetable" foods it produced and operated. The relevant "fruit and vegetable" foods are ordinary foods. The company has no effective evidence to prove that it has the effect of "preventing the absorption of oil and sugar". Jing Tian, who should know that laws and regulations stipulate that ordinary foods are not allowed to promote their efficacy in treatment, health care, etc. in accordance with the law, and without valid means verifying the efficacy of endorsement products, still claims in her own name and image that the endorsement products have the effect of "preventing the absorption of oil and sugar" in her advertisements. Her behavior has violated the relevant provisions of of the Advertising Law. Jing Tian’s illegal income from the above-mentioned advertising endorsement totaled 2.579 million yuan. In accordance with Article 61 of the Advertising Law, the Tianhe District Market Supervision Bureau of Guangzhou made an administrative penalty decision to confiscate illegal gains and impose a fine of 4.6422 million yuan (the total amount of fines and confiscations of 7.2212 million yuan).
After editing
In recent years, the entertainment industry has begun to rectify bad artists, and artists with bad records have also begun to strictly investigate. This is a good thing. Many people in the entertainment industry are blinded by material and money. Many celebrities who perform well in their respective fields have damaged their image due to improper endorsement and shamed their careers. The losses are far from being compensated by endorsement fees.
Li Dan was fined 870,000 yuan for endorsing "bra advertisements", Jing Tian was fined 7.22 million yuan for endorsing illegal advertising, and the company that Cha Zhilan, endorsed by Ma Yili, was seized by the police for suspected fraud of 700 million yuan... The past is overthrown, and the future is learned.Celebrities should keep every "no" in mind, correctly understand "celebrity endorsement" and remember that it is not "money-only". Huang Lijian
