Internet advertising series (2): advertising-oriented issues show a high level of concern, and seven compliance methodologies are mastered in one article
Author | Intellectual Property Center, Elephant Migration Team
The first part, advertising-oriented reality requires great attention
In February 2023, the State Administration for the Market announced the "Measures for the Administration of Internet Advertising", which systematically revised the original measures that have been in effect for more than six years. The revised provisions specifically added principled provisions on Internet advertising, requiring that "Internet advertising should... adhere to the correct orientation, express advertising content in a healthy form, and meet the requirements of socialist spiritual civilization construction and the promotion of Chinese excellent traditional culture." It also proposed to support and encourage "Internet public service advertising campaigns" to "spread socialist core values and Chinese excellent traditional culture, and advocate civilized customs."
The issue of advertising orientation was clearly included in the national department regulations for the first time, and it was emphasized. Since then, this provision has also become the highest level of advertising orientation content in our country's series of advertising laws, regulations and normative documents.
Laws, regulations and normative documents
"Internet Advertising Management Measures"
Article 3: Internet advertising shall be true, legal, adhere to the correct orientation, and express advertising content in a healthy form, in line with the requirements of socialist spiritual civilization construction and the promotion of Chinese excellent traditional culture.
Using the Internet to engage in advertising activities shall comply with laws and regulations, be honest and trustworthy, and compete fairly.
The state encourages and supports the development of Internet public service advertising campaigns, disseminates socialist core values and excellent traditional Chinese culture, and advocates civilized customs.
But our country's attention to advertising-oriented issues is nothing new.
From the perspective of national policy orientation, laws and regulations and supervision, the Advertising Law implemented in our country in 1995 clearly stated that "advertising content should be conducive to people's physical and mental health, promote the improvement of the quality of goods and services, protect the legitimate rights and interests of consumers, abide by social ethics and professional ethics, and safeguard the dignity and interests of the country."
In 2005, the former State Administration for Industry and Commerce (abolished) and other departments jointly issued the "Notice on Printing and Distributing the Work Plan for the Rectification of False and Illegal Advertisements", which clearly emphasized "strengthening the management of news media advertising orientation."
On February 19, 2016, at the Party's News and Public Opinion Work Symposium, the *** put forward the instruction that "advertising and publicity should also be oriented", emphasizing that "all aspects and links of news and public opinion work must adhere to the correct public opinion orientation." Party newspapers, party magazines, radio and television stations at all levels should be oriented, urban newspapers and new media should also be oriented; coverage should be oriented, supplements, special programs, advertising and publicity should also be oriented; current political news should be oriented, entertainment and social news should also be oriented; domestic coverage should be oriented, and international coverage should also be oriented "content [1].
Subsequent to this, the regulations and notification documents of key ministries and commissions related to Internet advertising have always been implemented *** the spirit of the important instructions on "advertising should also be oriented", repeatedly emphasizing the "correct orientation" of advertising.
Looking at the rectification of special projects such as false and illegal advertisements and Internet advertisements in recent years, the investigation and punishment of advertisements "involving guidance issues" has never stopped.
In February 2023, the State Administration for Market Regulation focused on exposing a number of typical cases of illegal advertising involving orientation, demonstrating a zero-tolerance attitude towards advertisements that "harm national dignity, hinder social stability, hinder social public order, and violate social good customs."
At the local level, the market supervision and management departments in Guangdong (Guangzhou, Shenzhen and other places), Beijing, Shanghai, Tianjin, Zhejiang, Chongqing, Fujian, ***********lin and other regions have successively issued notices and prompt documents to strengthen the review of advertising guidance, and strengthen the supervision of advertising-oriented issues. In the typical cases of annual and special project rectification announced by local market supervision and management departments, there is also no shortage of rectification of "advertising-oriented" issues.
Returning to events or cases that have caused hot topics in recent years, cases such as fines, negative public opinion, and business closures can be traced. The importance of advertising orientation is self-evident, and it needs to be highly valued by enterprises.
In 2019, the official account of a bank published an article entitled "Don't tell others, your belly is made big by us!" The official account tweet was determined by the Shanghai Market Supervision and Administration Bureau that the advertisement was derogatory to women and fined the bank 600,000 yuan and the advertising company 300,0
00yuan.
In early 2021, the full-time makeup remover advertisement caused an uproar among netizens because it involved insulting women. The full-time era sent a number of apology statements for this, and the incident had many negative effects on the brand perception of the full-time era.
(Image source: WeChat search screenshot)
In mid-2021, the famous talk show actor Li "a device that allows women to easily win in a breeze workplace" women's underwear advertisement caused an uproar, Li himself was fined more than 870,000 yuan, and his agency Xiaoguo Culture was fined more than 230,000 yuan.
(Image source: WeChat search screenshot)
In early 2023, an Internet celebrity self-heating pot released a product advertisement for "1.76 million get rich clam powder", and published a product advertisement containing "Garlic clam powder incident description" "Help girl" "Food poisoning after eating self-heating pot Follow-up, the deceased's husband provided the diagnosis result of hospitalization medical records" "The woman died after suspected eating self-heating hot pot? The police identified: The picture with the contents of the possible family claim for death due to acute food poisoning caused by consumption 1.76 million" was fined 800,000 yuan by the Shanghai Market Supervision and Administration Bureau because of the connotation "The woman suspected of eating self-heating pot died and claimed for 1.
76million social event".
(Image source: screenshot of the National Enterprise Credit Information Publicity System)
In mid-2023, an electronic screen in an elevator in a certain building posted an advertisement for a hair removal instrument, using terms such as "advanced women use advanced" to grade women, which violated the good social fashion and was fined 212,600 yuan by the Municipal Supervision Bureau.
The above cases or incidents, on the one hand, bring administrative penalties and high fines to enterprises, and on the other hand, affect enterprises such as listing, enterprise award declaration, government subsidy declaration and other matters, and hinder the long-term stable development of enterprises. What's more, serious guidance problems may also lead to the closure of enterprises or even the rectification of the industry, and the impact is not far-reaching.
Part II, Advertising-oriented compliance methodology
The words "advertising orientation" and "orientation" are actually not directly explained by laws and regulations.
Judging from the key incidents of "orientation" problems in recent years, advertisements with "orientation" problems mainly include the following content, such as damaging national dignity, damaging national dignity, violating social public order or violating good social customs, superstition, gambling, etc. These situations seem to be found in Article 9 of the Advertising Law, but the author found that the connotation and extension of advertising orientation are far more than this.
Laws, regulations and normative documents
Advertising Law (2021 Amendment)
Article 9 Advertisements shall not have the following circumstances:
(1) Use or disguise the national flag, national anthem, national emblem, military flag, military anthem, and military emblem of the People's Republic of China;
(2) using or disguising the name or image of a state organ or its staff;
(3) Use terms such as "," superlative ", and" best ";
(4) harming the dignity or interests of the state or divulging state secrets;
(5) Obstructing social stability and harming social and public interests;
(6) Endangering personal and property safety and revealing personal privacy;
(7) Obstructing public order or violating good social norms;
(8) Content that contains obscenity, pornography, gambling, superstition, terror, or violence.
(9) Content that contains ethnic, racial, religious, or gender discrimination.
(10) Obstructing the protection of the environment, natural resources or cultural heritage;
(11) Other circumstances prohibited by laws and administrative regulations.
From the prompt letter of the Shenzhen Municipal Market Supervision Administration and the Wenzhou Municipal Market Supervision Administration on strengthening the review of advertising and publicity orientation, we can see that the "main legal and normative basis for guidance-related publicity" summarized by the regulatory authorities mainly includes the following contents:
You can see the advertising-oriented related laws, which can be extended to the "Cyber Security Law", "Trademark Law", "Heroes and Martyrs Protection Law", "Internet Information Service Management Measures", "Regulations on Ecological Governance of Network Information Content" and other content. Combined with the typical cases of the State Administration for Market Regulation, special project actions and typical cases across the country, advertising-oriented issues also include value orientation issues, ride on one's coattails, derogation of heroes, trafficking anxiety, sexism, derogation of women, causing public discomfort, soft pornography, racial discrimination, etc. The extension is quite broad.
In this way, companies and brands for advertising-oriented compliance control, seems to enter a rather vague, broad field.
However, combined with the relevant provisions of advertising-oriented content, special projects in various places, typical cases and public opinion hotspots, the author believes that the focus of advertising-oriented compliance is traceable, and it is recommended that enterprises and brands focus on the following directions.
Direction 1: Advertising campaigns also need to be politically sensitive and do not touch "red lines"
Judging from the typical cases of problem-oriented in recent years, one of the hardest hit areas is that advertising violates laws and regulations and involves party and government content. Such illegal advertisements focus on "using the name of the state in disguise" "using party and government conferences and national anniversaries for commercial marketing hype" "irregular use of national maps".
For such advertisements, the author recommends that companies focus on prevention, focus on the following content, and do not touch the "red line":
First, advertising content must not harm national dignity or national dignity, or endanger national security.
Second, advertising should not use or disguise the names, flags, badges, specific names, titles, songs, names or images of the party, state, government, military, and related units.
Third, advertising and marketing activities should not "borrow" and "rub" against national major policies, major events/conferences, anniversaries, political issues, and leaders' speeches.
Fourth, do not use maps unless necessary. If you need to use national maps, you can download them from the "Standard Map Service System" website hosted by the Map Technology Review Center of the Ministry of Natural Resources (URL: http://bzdt.ch.mnr.gov.cn). Do not change them at will.
The author selects two types of typical penalty cases for readers' reference, hoping that everyone can deepen their understanding of this compliance direction.
Key Category 1 "Borrowing" Name and "Rubbing" Activities
Case 1 Market Supervision and Administration Bureau of Zhenping County, Nanyang City, Henan Province investigated and dealt with a case of illegal advertising of a jade sales store in Zhenping County
The Market Supervision and Administration Bureau of Zhenping County, Nanyang City, Henan Province investigated and found that a jade sales store in Zhenping County had marketed and promoted the purple clay pot in the live stream of "Ancient and Modern Tang Zisha Pot". The advertisement contained relevant content such as "Special Purpose for Gifts of the Ministry of Foreign Affairs of the People's Republic of China" and the national emblem logo. Illegal use of the national emblem and the name of state organs for advertising.
The above-mentioned behavior of the parties violates the relevant provisions of the Advertising Law of the People's Republic of China. In July 2023, the Market Supervision Administration of Zhenping County, Nanyang City, Henan Province imposed an administrative penalty of 210,000 yuan on the parties.
Case 2 A business information service company in Jiangsu issued an illegal advertisement case
In order to improve their image and reputation, and to add trust to the goods and services sold, the parties displayed a number of ***** photos in the commercial promotion of their business premises, causing the public to believe that the parties have a specific connection with the *****.
The above-mentioned behavior of the parties violates Article 9, Item 2 of the Advertising Law: "Advertisements shall not have the following circumstances: (2) Use or disguise the name or image of state organs and state organ staff." According to the relevant provisions of Article 57 of the Advertising Law, in March 2020, the Fengxian Market Supervision Bureau of Xuzhou ordered the parties to stop publishing illegal advertisements and imposed a fine of 300,0
00yuan.
Case 3: A hospital in Yanggu County, Liaocheng City issued 20 cases of illegal advertisements involving the Party
An investigation by the Yanggu County Market Supervision Bureau in Liaocheng City, Shandong Province found that a hospital in Yanggu County posted advertisements on its WeChat official account containing "Welcome to the 20th National Congress of the Communist Party of China. In order to welcome the 20th National Congress of the Communist Party of China and celebrate the 101st anniversary of the founding of the Communist Party of China, the digestive endoscopy room of Yanggu County Central Hospital is now carrying out a'group-style 'painless gastrointestinal examination activity for enterprises, institutions or families in Yanggu County" and other content. The above behavior violates the relevant provisions of the Advertising Law of the People's Republic of China.
On September 28, 2022, the Yanggu County Market Supervision Bureau of Liaocheng City imposed a fine of 200,000 yuan on the Yanggu County Central Hospital according to law.
Case 4 Typical cases of military-related violations by the Shanghai Municipal Bureau of Supervision
On March 23, 2023, according to the clues transferred, the Fengxian District Market Supervision Bureau inspected and found that a wine company in Shanghai within its jurisdiction had printed the simplified "military" character and the traditional "military" character on the Baijiu packaging it sold. After investigation, the parties have designed their own product packaging using the simplified "military" character and the traditional "military" character since May 2020, and entrusted a winery in Sichuan to produce "military wine · riding the wind and waves" "military wine strong fragrance type 52 degrees" "military wine strong fragrance type 38 degrees" "military wine · thriving" "military wine · home prosperity" "military wine · live up to Zhaohua" "military star · 1927 wine" and other products, and sold them to the outside world by themselves.
In September 2022, the parties stopped selling the above products.
The above-mentioned behavior of the party violates the provisions of Article 9, Paragraph 2 of the Advertising Law of the People's Republic of China, and constitutes the use of the name of the military in advertising. Fengxian District Market Supervision Bureau fined the party 40,000 yuan according to law.
Key category 2: Irregular use of national maps
Case 1Hefei so-and-so joint stock company released irregular Chinese map illegal advertising case
The market supervision bureau of Hefei City, Anhui Province investigated and found that the map of China used by Hefei joint stock company in its official website advertisement omitted Taiwan Province, Diaoyu Islands, Dongwei Island, the South China Sea Islands and the nine-dash line, and at the same time there were problems such as blocking and covering national boundaries, which damaged national dignity. The above acts violated the relevant provisions of the Advertising Law of the People's Republic of China.
On October 24, 2022, the Hefei Municipal Market Supervision Bureau imposed a fine of 200,000 yuan on Hefei joint stock company according to law.
Case 2A real estate development company in Yancheng issued a case of false and illegal advertising
The parties released through the WeChat official account "On the day of September 13, the liquidation sold 460 million yuan, and one set did not stay" "Hot sales are not limited, and the achievements will continue! The first liquidation, the crazy sales 550 million", etc., and used the People's Republic of China flag pattern and map pattern in the advertisement. After investigation, the map missed the South China Sea Islands, Diaoyu Islands, Chiwei Island and other important islands and reefs, and the advertised sales status did not match the actual situation.
The party's actions violated Items (1) and (11) of Article 9 of the Advertising Law of the People's Republic of China, and constituted false advertising as referred to in Item (2) of Paragraph 2 of Article 28 of the Advertising Law of the People's Republic of China. The Dongtai Market Supervision Administration ordered the party to stop publishing the false and illegal advertisements involved in the case, eliminate the impact within the corresponding scope, and impose a fine of 50,0
00yuan.
Case 3Shanghai Marketing Consulting Co., Ltd. designed an illegal advertising case
The parties involved designed advertisements for China Fortune Land Development joint stock company in the EMU train display media and aircraft magazines. The map of the People's Republic of China used in the advertisement did not represent the national boundaries completely and accurately, which damaged the dignity and interests of the country. And in the subsequent relevant advertising design, the parties, knowing that the advertising map was wrong, still did not represent the territory of our country completely and accurately. Objectively, they continued to violate the law, allowing the harmful consequences to continue to occur, in violation of Article 9 of the Advertising Law.
In November 2017, the Shanghai Jing'an District Market Supervision Bureau imposed administrative penalties, confiscating advertising fees of 88,000 yuan and fined 1 million yuan.
Case 4Other advertising violations of Hangzhou Haha Group Co., Ltd.
The party, Hangzhou Haha Group Co., Ltd., displayed the topographic map when introducing "offline channels" on the "About Us" column page of the official website. After appraisal, the Hangzhou Municipal Bureau of Planning and Natural Resources issued the "Appraisal Opinions on Map Professional Technical Report", which showed that "the schematic map of China omitted the South China Sea Islands, violating the relevant provisions of Articles 8 and
24of the Map Administration Regulations".
According to Article 57 (1) of the Advertising Law of the People's Republic of China, an administrative penalty of 50,000 yuan was imposed on a Hangzhou Haha Group Co., Ltd.
Direction 2: History should be remembered, and heroes should be respected
The deeds and spirits of heroes and martyrs are the common historical memory and precious spiritual wealth of the Chinese nation. Since the implementation of the Law of the People's Republic of China on the Protection of Heroes and Martyrs in 2018, the clear value orientation of honoring and defending heroes and martyrs has been more deeply rooted in the hearts of the people. Local regulatory authorities have also strengthened the supervision of advertising content involving heroes and martyrs and history.
In combination with the Advertising Law, the Heroes and Martyrs Protection Law, and other content, enterprises and brands should not use or disguise the names and portraits of heroes and martyrs in their publicity, nor use history to create gimmicks to avoid guiding problems.
Let's take a look at some typical cases:
typical case
Case 1Well-known platform advertising violations
After investigation, the party placed a "DY" mobile application advertisement on a search engine mobile end (sogou.com) on January 31, 2018. The text content of "****** ***" appeared in the advertisement. The above advertisement content caused widespread social attention and caused adverse social impact. By June 6, 2018, the broadcast was stopped, with 1426 clicks and an advertising fee of 506.42 yuan. From May 1, 2018 to June 6, 2018, the number of clicks was 1350, and the advertising fee was 475.
14yuan.
The Haidian Branch of the Beijing Administration for Industry and Commerce ordered the parties to stop publishing illegal advertisements and decided to impose the following penalties: a fine of 1,000,000 yuan.
Case 2A household electrical appliance (Shanghai) Co., Ltd. issued an illegal advertisement case
The Shanghai Pudong New Area Market Supervision Bureau investigated and found that a household electrical appliance (Shanghai) Co., Ltd. published advertisements containing "'Qiqi Festival' electrical appliance promotion" and other content on Hitachi's official flagship store, and carried out advertising and promotion activities in the name of "Qiqi Festival", which damaged the national dignity of our country. The above behavior violated the relevant provisions of the Advertising Law of the People's Republic of China.
On January 5, 2023, the Shanghai Pudong New Area Market Supervision Bureau imposed a fine of 600,000 yuan on a household electrical appliance (Shanghai) Co., Ltd.
Case 3Cangzhou HW Food Co., Ltd., Bo'ai County Market Supervision Administration Administration for Industry and Commerce (Industry and Commerce) Administrative Punishment Case
[Case number] (2020) Yu 08 Xingzhe No. 236
[Review Court] Intermediate People's Court of Jiaozuo City, Henan Province
[Basic facts] When the plaintiff promoted and sold Aral jujube meat slices in Xiaolan Village in Boai County, he published advertisements related to Lei Feng such as "Make a screw that will never rust to commemorate Lei Feng" on the outer packaging of the product to promote his products. The Boai County Market Supervision and Administration Bureau imposed the following administrative penalties on him: 1. Ordered to stop publishing advertisements; 2. Fined 200,000 yuan. The parties refused to accept the lawsuit.
[The court found] Article 22, paragraph 2, of the Law of the People's Republic of China on the Protection of Heroes and Martyrs stipulates that "... No organization or individual may use the names and portraits of heroes and martyrs for trademarks or commercial advertisements, or use them in disguise, to damage the reputation and honor of heroes and martyrs."
In this case, the relevant evidence can prove that the appellant printed the words "Make a screw that will never rust to commemorate Lei Feng" on the packaging of the products he produced. This situation belongs to the use of the names and portraits of heroes and martyrs in trademarks or commercial advertisements, which violates the provisions of Article 9, Item 11 of the Advertising Law and damages the reputation and honor of heroes and martyrs. The Boai County Market Supervision and Administration Bureau therefore finds that the appellant published illegal advertisements and punished them in accordance with the provisions of Article 57, Paragraph 1 of the Advertising Law.
Case 4The Market Supervision and Administration Bureau of Renhuai City, Guizhou Province investigated and dealt with the case of illegal advertising of a (group) limited liability company in Renhuai City
The Market Supervision and Administration Bureau of Renhuai City, Guizhou Province investigated and found that a (group) limited liability company in Renhuai City designed and printed advertisements containing content such as "In 1935, when the Red Army crossed the Chishui River, Chengyi Burning House offered wine to the army and gave it to the skin of the army". The party also posted advertisements on the online store "Chengyi Burning House Flagship Store" that the Chinese Expeditionary Force used Chengyi Wine as [Army Wine] in 1941, the Soviet Union used Chengyi Wine as [Diplomatic Protocol Wine] before 1944, and it was officially designated as [Founding Ceremony] State Banquet Wine in 1949. "
The above behavior violates the relevant provisions of the Advertising Law of the People's Republic of China. In March 2023, the Market Supervision Administration of Renhuai City, Guizhou Province imposed a fine of 368,000 yuan on the parties.
Direction 3: The concept of gender equality is increasingly deeply rooted in the hearts of the people, and gender discrimination propaganda should be carefully avoided
Gender issues are becoming more and more concerned in public opinion. Gender topics are constantly discussed in various social media platforms, and gender opposition has once become the "traffic password" of various platforms. There are also eye-catching phenomena such as "gender opposition, belittling women, and objectifying women" in Internet advertising. If you pay attention to the hot searches on various platforms, you can find that "senior women use advanced", "women easily win in a breeze workplace", "wife obedient lozenges" and other sexist and vulgar advertisements have caused antipathy on the whole network.
For the grasp of content advertisements involving gender, male-female relations, women, etc., please refer to the content of the "Shenzhen Advertising Gender Equality Review Guide" issued by Shenzhen at the end of 2020; this content provides a clear definition of gender equality and gender discrimination, and lists the suspected sexist advertising content, which is very worthy of reference.
Such cases of violations of laws and regulations have come to light across the country.
typical case
Case 1A cultural communication (Shanghai) Co., Ltd. issued an illegal advertisement case
In order to expand the sales volume and influence of a figure product after it went on the market, the party designed and released a humanoid stand-up advertisement by himself. The main part of the advertisement is a full-body picture of a female character in a game. The buttocks of the female characters in the advertisement are partially enlarged, and there are vulgar content such as "safety pants are made of softer materials, which increases the playability of the figure and cannot be taken off" to attract attention.
The party's behavior violates the provisions of Article 9 (7) of the Advertising Law of the People's Republic of China, and constitutes the act of publishing advertisements that violate good social customs. The market supervision department ordered the party to stop publishing illegal advertisements and imposed a fine of 220,0
00yuan.
Case 2Dongcheng District Market Supervision Bureau investigates and handles an illegal advertisement issued by an information technology company in Shanghai
An investigation by the Dongcheng District Market Supervision Bureau found that an information technology company in Shanghai posted an advertisement for a hair removal instrument on the electronic screen of an elevator in Dongcheng District, containing content such as "medical beauty sapphire hair removal instrument", misleading consumers to use its products to achieve medical aesthetic effects. At the same time, the use of terms such as "advanced women use advanced" to classify women is contrary to social good fashion. The above behavior violates the relevant provisions of the Advertising Law of the People's Republic of China.
In June 2023, the Dongcheng District Market Supervision Bureau imposed an administrative penalty of 212,600 yuan on a Shanghai Information Technology Co., Ltd.
Case 3Li released an illegal advertisement case
The party posted an advertisement for brand women's underwear on his personal Weibo account. The content contained content such as "an equipment that allows women to easily win in a breeze workplace" "I said there is no product I can't bring, you can say believe it or not", and a video of the party promoting the product. Women rely on their ability and hard work to establish themselves in the workplace. The above advertisement links "workplace" with "underwear", which can be "win in a breeze workplace". It is a kind of discrimination against women working hard in the workplace. It is a disrespectful behavior towards women. The content of the copy is vulgar and insults women's dignity.
After investigation, the parties did not charge a separate advertising fee for publishing the above advertisements. In addition, as a public figure, the parties used their own popularity to recommend brand women's underwear in the advertisement, which was an advertising endorsement behavior and had not used the product.
The above-mentioned advertising behavior of the parties violates the provisions of Article 9 (7) of the Advertising Law of the People's Republic of China, and constitutes the act of publishing illegal advertisements that violate good social customs; at the same time, the parties' endorsement behavior violates the provisions of Article 38 (1) of the Advertising Law of the People's Republic of China, which constitutes the act of advertising spokespersons recommending and certifying their unused goods.
Overall, the Beijing Haidian District Market Supervision and Administration Bureau imposed administrative penalties in June 2021: first, confiscation of 225,573.77 yuan of illegal income; second, a fine of 651,147.54 yuan.
Case 4Shanghai Advertising Co., Ltd. and Shanghai Market Supervision and Administration Bureau of Industry and Commerce second-instance administrative court verdict
[Case number] (2020) Shanghai 03 line end No. 498, (2020) Shanghai 03 line end No. 499
[Review Court] Shanghai Third Intermediate People's Court
[Basic Facts] On August 5, 2019, the Financial Consumer Rights Protection Department of the Shanghai Branch of the People's Bank of China issued a letter on the transfer of illegal financial marketing promotional clues, regarding the "Guangzhou * Card Shanghai" WeChat official account (WeChat: gfc-sh) published by the Shanghai Branch on May 31, 2019 entitled "Don't tell others, your belly is made bigger by us" (hereinafter referred to as the advertising involved in the case), suspected of violating the Advertising Law of the People's Republic of China (hereinafter referred to as the "Advertising Law") Article 9, and transferred clues to the Advertising Office of the Municipal Market Bureau.
[The court found] Judging from the investigation of this case, the content of the advertisement involved in the case was to promote credit cards through catering merchants' food discounts, and the title of the advertisement "Don't tell others, your belly is made bigger by us" was to attract the attention of the audience, but from its literal meaning, there is indeed the suspicion of grandstanding, low-level vulgarity to attract attention, which violates public order and good customs, and is prone to negative effects.
According to the above provisions of the Advertising Law, the Municipal Market Bureau determined that the advertising title involved in the case was an advertising behavior that violated good social customs and made a decision to be sued and punished. The facts were clear and the applicable law was qualitative and accurate. A company and the Shanghai Branch of Guangzhou * Bank claimed that the advertising involved in the case and the advertising title involved in the case would not be extended to "bad meaning contrary to good social customs", but the reasons were not sufficient and they were not accepted.
Case 5Illegal advertising case of a pharmaceutical chain company in Jiangxi and a technology company in Jiangxi
An investigation by the Market Supervision Bureau of Zhangshu City, Jiangxi Province found that a Jiangxi pharmaceutical chain Co., Ltd. commissioned a Jiangxi technology Co., Ltd. to provide operation, planning, promotion, sales and other services for Fuyanjie women's personal care and maintenance products. When a Jiangxi technology Co., Ltd. promoted and sold the "Fuyanjie Hyaluronic Acid Rose Nourishing Lotion" product in the official flagship store of Tmall Fuyanjie, it used a lot of vulgar, vulgar and kitsch words in the advertising on the product details page, which damaged women's dignity and violated good social customs. The above behavior violated the relevant provisions of the Advertising Law of the People's Republic of China.
On August 18, 2022, the Zhangshu Market Supervision Bureau imposed a fine of 800,000 yuan on a science and technology company in Jiangxi, and a fine of 500,000 yuan on a pharmaceutical chain company in Jiangxi.
Case 6Beijing Chaoyang District Market Supervision Administration Bureau investigates and handles a case of illegal advertising by a Beijing health management company
An investigation by the Chaoyang District Market Supervision and Administration Bureau in Beijing found that in order to promote its products, a health management company in Beijing posted the content "Husband is angry with me, drink! Stay up late to chase dramas, drink! One year older, drink! Collagen loss is fast, and five female doctors make up faster. Drink five female doctors, it's all your fault!
The above-mentioned behavior of the parties violates the relevant provisions of the Advertising Law of the People's Republic of China. In June 2023, the Chaoyang District Market Supervision and Administration Bureau of Beijing issued an administrative penalty of 400,000 yuan to the parties.
Case 7Administrative penalty for "nostalgic snack shop" on Nanjing East Road, Shanghai
In August 2023, some media reported that the "nostalgic snack shop" on Nanjing East Road sold goods of unknown origin and low packaging. After investigation, the parties purchased a variety of products containing milk tablets from online stores called "Egg Pain Lozenges", "Wife Obedient Lozenges", "Encounter Dan" and "Xi Si Counterattack Pills".
In order to attract people's attention and increase sales, the parties left the outer packaging box after the above-mentioned products expired, and purchased milk slices and put them in the above-mentioned outer packaging box for sale in the two stores. The outer packaging boxes of the above-mentioned products sold by the parties contained content that went against the good social fashion. Among them, the packaging box of "pleasure-seeking stimulants" was written with content such as "Recovering charisma and improving mood"; the packaging box of "brain-disabled tablets" was written with content such as "Gospel for brain-disabled patients, chatting about the effect is good, laughing cheaply and quickly"; the packaging box of "Cheap Men Disappearing Tablets" was written with content such as "Making patients cheapest and cheapest, and so cheap that they are invincible".
In this case, from the perspective of ordinary people, seeing the product packaging advertisement does not associate with delicious food, only vulgar and vulgar perceptions. The content of the advertisement has exceeded the bottom line of the public, and it also violates relevant laws and regulations. The penalties for the parties are as follows: 1. Order to immediately stop publishing advertisements; 2. Fine of RMB 200,000.
Direction 4: Don't mess around with hot spots, and always pay attention to social customs
Under the thinking of traffic, chasing hot spots has become the norm of Internet advertising, but in the process, some companies have borrowed gimmicks such as "missing flights", "food poisoning deaths" and "epidemics" to gain exposure, but it is uncomfortable to rub against hot spots.
In the daily publicity process, if a hot event is involved, companies need to pay attention to the nature of the event and the direction of public opinion to avoid causing negative public opinion and also incurring regulatory penalties.
typical case
Case 1A real estate development company in Shanxi released an illegal advertisement case involving the crash of China Eastern Airlines
An investigation by the Market Supervision Bureau of Jinzhong City, Shanxi Province found that a real estate development company in Shanxi used the hot news of the disappearance of flight MU 5735 to publish real estate advertisements containing elements of the incident through WeChat Moments, which violated good social fashion. The above behavior violated the relevant provisions of the Advertising Law of the People's Republic of China.
On June 13, 2022, the Jinzhong Market Supervision Bureau imposed a fine of 500,000 yuan on a real estate development company in Shanxi according to law.
Case 2A catering management company in Shanghai issued an illegal advertisement case
On February 11, 2023, the parties published advertisements containing words and pictures such as "Price 1.76 million Get Rich Clam Powder" on the product title, main picture and details page of an online shopping platform "Self-Hi Pot Flagship Store", which was related to the public opinion incident of "Food Poisoning Family Claims 1.76 million", which caused extensive reports from the Central Broadcasting Network, Youth Shanghai and other media, and was accused of mocking, ridiculing, and insulting the deceased and their families, which had extremely bad social impact.
The party's behavior violates the provisions of Article 9 (7) of the Advertising Law of the People's Republic of China, and constitutes the act of publishing advertisements that violate good social customs. The market supervision department ordered the party to stop publishing illegal advertisements and imposed a fine of 800,0
00yuan.
Case 3A sports e-commerce limited liability company in Beijing issued an illegal advertisement case that hindered social public order or violated good social customs
On March 22, 2022, the Market Supervision and Administration Bureau of Xicheng District, Beijing filed an investigation against a Beijing sports e-commerce limited liability company based on the tip. After investigation, the WeChat official account of the registered and certified "42195 running equipment" released a promotional activity advertisement on March 21, 2022. The content was "Today, in addition to epidemics, wars, crashes, there are also promotions! Taobao New Power Week activities are full across stores (199-20), and there is no cap".
This kind of behavior of taking the opportunity to ride on one's coattails to engage in marketing violates social order and good customs, resulting in adverse social impact. According to the Advertising Law of the People's Republic of China and other relevant provisions, the law enforcement agency ordered the parties to stop the illegal behavior and imposed an administrative penalty of 200,0
00yuan on them.
Case 4Illegal advertising case of a company's commercial housing in Chongqing
In order to promote the commercial housing it developed, a company commissioned others to design and produce a screen-swiping draft of the live broadcast event and posted it on the website. The screen-swiping draft contained "Do you want to buy a house during a special period? If you are not in the place of your household registration, you will be quarantined in the city according to regulations? If you are a group renter in the city, you will be suspended from returning to the city? If you are not the owner of the community, you will not be allowed to enter?
The above-mentioned behavior of the party violated the provisions of Article 9 (5) of the Advertising Law of the People's Republic of China that advertisements "shall not hinder social stability or damage social public interests", and was fined 20,000 yuan.
Chongqing market supervision tips: COVID-19 epidemic is a major national public health and safety events, during the national major epidemic prevention and control period, the use of COVID-19 epidemic commercial hype, advertising in the sale of housing anxiety, easy to cause psychological panic, disrupt the epidemic prevention and control order, hinder social stability, damage to social public interests.
Direction 5: Avoid "appearance anxiety" and other propaganda content that violates socialist core values and good social customs
Medical beauty has been a hot topic in recent years, and SoYoung Data Beauty Research Institute has called 2020 the first year of medical beauty consumption in our country [3]. In this context, the publicity of medical beauty institutions and hospitals has also added various illegal and illegal issues. Among them, the content of "appearance anxiety" is contrary to the positive advertising orientation. "How much more money can you make by looking good?
"Ugly is not terrible, what is terrible is that you are used to ugly looks" "What is more terrible than a collapsed house? It is a collapsed face" and other propaganda were punished by the regulatory authorities.
Under the propaganda requirements of socialist core values and good social fashion, the content of traditional hot issues such as "appearance anxiety", "education anxiety", "money worship" and "extravagance" also needs to continue to attract the attention of enterprises, and pay attention to avoid such improperly oriented advertising content.
typical case
Case 1A medical aesthetic clinic in Wuhan issued an illegal advertisement case
The party posted content advertisements on its official account entitled "The back is my sister, the front face is my aunt" "Beauty premium, how much more money can you make by looking good?", and promoted medical beauty items including autologous fat filling by creating "appearance anxiety", which violated the provisions of Article 9, Paragraph 1, Item 7 of the Advertising Law of the People's Republic of China.
According to Article 57, Paragraph 1, Item 1 of the Advertising Law of the People's Republic of China, in July 2023, the Qiaokou District Market Supervision Bureau of Wuhan ordered the parties to stop publishing illegal advertisements and imposed an administrative penalty of 20,000 yuan.
Case 2Tianjin Municipal Market Supervision and Administration Commission Comprehensive Administrative Law Enforcement Corps investigates and handles an advertising violation case of a Tianjin medical beauty hospital Co., Ltd
An investigation by the Comprehensive Administrative Law Enforcement Corps of the Tianjin Municipal Market Supervision and Administration Commission found that a medical and aesthetic hospital in Tianjin Co., Ltd. published an advertisement on its WeChat Channels entitled "How important is the appearance in this era? Become beautiful without stepping on pits and becoming rich without getting lost". The advertisement contained "In the era of appearance, if our appearance is high, whether we are in employment or work, will we have a great advantage..." and other content.
In addition, the parties also use the patient's name and image to recommend and prove medical beauty projects. The above-mentioned behavior of the parties violates the relevant provisions of the Advertising Law of the People's Republic of China. In May 2023, the Tianjin Municipal Market Supervision and Administration Commission Comprehensive Administrative Law Enforcement Corps imposed a fine of 200,1
00yuan on the parties according to law.
Case 3The Market Supervision and Administration Bureau of Yulin City, Shaanxi Province investigated and dealt with the illegal advertising case of Yulin Obstetrics and Gynecology Hospital
An investigation by the Market Supervision and Administration Bureau of Yulin City, Shaanxi Province found that the Yulin Obstetrics and Gynecology Hospital released advertisements containing "first become beautiful and then pay the fee, and the maternity hospital selects aesthetic standards for you" through the hospital's outer walls, internal display signs, and promotional color pages. "Ugly is not terrible, what is terrible is that you are used to ugly looks" and other advertisements that violate social good fashion.
The above-mentioned behavior of the parties violates the relevant provisions of the Advertising Law of the People's Republic of China. In April 2023, the Yulin Market Supervision Administration issued an administrative penalty of 204,500 yuan to the parties.
Case 4A medical beauty clinic Co., Ltd. in Liuzhou released an illegal medical beauty advertisement case
In April 2022, the Liuzhou Market Supervision Bureau found in the daily advertising monitoring that a Liuzhou medical beauty clinic Co., Ltd. published two promotional articles "The appearance sealed by the garlic nose" and "What is more terrible than the collapse of the house?" on its official account "Liuzhou" in February and March this year.
The content of the article directly refers to the noses of people in Guangdong and Guangxi (Guangxi Zhuang Autonomous Region, Guangdong Province) as garlic, ugly and earthy without beauty, in order to promote the agency's "Rhinoplasty ****" plastic surgery services. At the same time, the propaganda content also involves "comprehensive anti-aging, curative effect comparable to water light injection, but safe and non-invasive, no edema, can effectively enhance the treatment effect, and achieve 1 + 1 > 2 postoperative curative effect" and other advertising text expressions containing disease treatment functions and effects and easy to confuse with the role of medical apparatus.
After verification, the party publicly released the above-mentioned advertising content on the public media, firstly, it damaged and degraded the appearance and image of the broad masses of the people in Guangdong and Guangzhou, and secondly, the advertising content contained the functions and effects of disease treatment and was easily confused with the role of medical apparatus.
The market supervision department ordered the parties to immediately stop publishing the above-mentioned illegal advertisements, and imposed a fine of 70,090 yuan on them.
Case 5A Guangdong Technology Co., Ltd. released an illegal advertising case
The parties entrusted Guangzhou * Doudou Thinking Technology Co., Ltd. to design and produce, and commissioned Hangzhou Shuangsheng Information Technology Co., Ltd. and Chongqing Today Education Magazine Co., Ltd. to publish on the WeChat official account of "Today Education Media" on April 27, 2021. The title is "43 consecutive weeks of make-up classes, the unfortunate death of an 8-year-old girl: the same tragedy is still playing out in millions of families".
The above acts violated Article 9 of the Advertising Law of the People's Republic of China. On August 12, 2021, the Market Supervision and Administration Bureau of Huangpu District, Guangzhou issued an administrative penalty according to law, ordering the parties to stop publishing illegal advertisements and imposing a fine of 500,0
00yuan.
Direction 6: Superstitious advertising is harmful, and avoiding it is a good strategy
Under the popularity of metaphysics and temples, such promotional content and event planning have shown an incremental trend, but once the promotional content contains the expressions of "feng shui", "warding off evil spirits", "arithmetic", "enlightenment" and "attracting wealth", it is often determined to involve "superstitious" content prohibited by the Advertising Law. Once investigated and punished, it may be fined a higher amount, which needs to be paid attention to by everyone.
typical case
Case 1Guangxi Zhuang Autonomous Region, Guilin City, Market Supervision Administration Bureau Investigates and Deals with Advertising Illegal Cases of a Cultural Co., Ltd., Guilin, Guangxi
The Market Supervision and Administration Bureau of Guilin City, Guangxi Zhuang Autonomous Region investigated and found that a cultural company in Guilin, Guangxi published advertisements that promoted feudal superstition, including "warding off evil spirits, blocking evil spirits," "subduing all demons," and "helping to exorcise demons." The above-mentioned behavior of the party violated the relevant provisions of the Advertising Law of the People's Republic of China. In June 2023, the Market Supervision and Administration Bureau of Guilin City, Guangxi Zhuang Autonomous Region imposed a fine of 200,0
00yuan on the party according to law.
Case 2Shanxi investigates and handles the case of illegal advertising of "One Hospital Hides the World" real estate prints
In June 2023, the party distributed color pages of print advertisements in its sales department, which contained content such as "The park integrates traditional I Ching feng shui to create five unique gardens in the park, including gold, wood, water, fire and earth." The advertisement contained superstitious content, which violated the relevant provisions of the Advertising Law.
On October 19, 2023, the Xiangfen County Market Supervision Bureau of Linfen City imposed an administrative penalty according to law, ordering the parties to stop the illegal act and fined 202,500 yuan.
Case 3A real estate development company issued an illegal advertisement case
On the display board of the marketing center of the real estate project developed by the party, an advertisement was published, marked "The Fengshui Treasure Land of the Thousand Years has been made here by many officials and nobles in history, Fuqian Xintiandi, Fuqian Tang Street" and other content. At the same time, 1,000 promotional posters were placed on the place, marked with "The land in a good area is every inch of gold, the core of Zhangpu City, the collection of cultural veins in the thousand years, the Fengshui Treasure Land of the thousand years, the nobles in history, more houses are made here" and other content.
Display boards and promotional poster advertisements contain phrases such as "feng shui treasure land".
The parties violated Article 8 of the "Regulations on the Release of Real Estate Advertisements", "Real estate advertisements shall not contain content of feng shui, divination and other feudal superstitions, and the explanation and rendering of the project situation shall not violate the good social customs", and also violated Article 9 of the "Advertising Law of the People's Republic of China" "Advertisements shall not have the following circumstances: (8) Content containing obscenity, pornography, gambling, superstition, terror, and violence."
According to Article 57 of the Advertising Law of the People's Republic of China, in September 2023, the Zhangpu County Market Supervision Bureau imposed an administrative penalty, ordering the parties to stop publishing illegal advertisements, eliminate adverse effects, and impose a fine of 210,000 yuan.
Case 4Illegal Advertising Case of Guangxi Municipal Supervision Bureau "Promoting Feudal Superstition"
The parties used the LED screens at the entrance of their business premises and the advertising posters next to the entrance to publish advertisements that promoted feudal superstition such as "free calculation of mobile phone numbers, good and bad", which violated the relevant provisions of the Advertising Law of the People's Republic of China. In July 2023, the Market Supervision Bureau of Qingxiu District, Nanning City imposed administrative penalties according to law.
Case 5A commercial and trade company in Dongguan City issued an illegal advertisement case
The parties posted on the product sales page of their Alibaba platform online store, "Kaiguang Five Elements to Help Careers Official Lucky Lucky Lucky Rich Transshipment", "Safe and Open Light", "Avoiding Evil Evils Piqiu Lucky Wealth", "Hua Tai Sui" and other propaganda content containing superstitious terms.
The above behavior violates the provisions of Article 9 of the Advertising Law of the People's Republic of China. On April 2, 2021, the Dongguan Market Supervision and Administration Bureau imposed an administrative penalty according to law, ordering the parties to immediately stop publishing advertisements, eliminate the impact within the corresponding scope, and impose a fine of 60,0
00yuan.
Case 6A Guangdong Communication Co., Ltd. issued an illegal advertisement case
"Mobile phone numbers combined with eight characters, digital interpretation, deciphering the number's impact on luck, career, feelings, health, etc. Come and test what mobile phone number is suitable for you!" "Fortune password" "deciphering the number's impact and hints on you" and other propaganda content containing superstitious terms.
The above acts violated Article 9 of the Advertising Law of the People's Republic of China. On June 8, 2021, the Market Supervision and Administration Bureau of Tianhe District, Guangzhou, imposed an administrative penalty according to law, ordered to stop publishing illegal advertisements, and imposed a fine of 200,000 yuan.
Direction 7: Propaganda content must not contain terrorist, violent, or personal safety-endangering content
Issue-oriented advertisements also contain content involving terror, violence, and endangering personal safety. Although the proportion is not large, the author still sorts this out due to the popularity of the subject matter, reminding everyone to pay attention to "zombies", "evil spirits", "biochemical crisis" and other types of publicity points, and carefully conduct publicity and event planning to avoid adverse consequences.
typical case
Case 1BaiW Investment (China) Co., Ltd. Administrative Punishment Case for "Haunting by Evil Spirits"
On December 14, 2020, our bureau received a report saying that on October 23, 2020, 100 W Investment (China) Co., Ltd. published a promotional graphic of "100 WFREAKOUT evil spirits haunt, the timid enter carefully!" in its official account "100 W China". The graphic contains a video with a duration of 2 minutes and 05 seconds. The video content contains bloody, violent and terrorist elements. The company also released the same video on Weibo on October 21, 2020.
After investigation, in order to promote the 2020 Budweiserx Freakout Halloween warehouse party held by the 100 W Group on October 31, 2020 at the Shanghai Yixiu Show, the parties published a promotional graphic entitled "100 WFREAKOUT Evil Spirits Haunt, Cowardly People Be Careful!" in their official account "1
00W China" on October 23, 2020.
The promotional graphic contains a video with a duration of 2 minutes and 05 seconds, which contains bloody, terrifying and violent content, such as a large amount of red plasma, a large number of severed limbs and mannequins, half-naked actors struggling in iron cages with their hands tied, pig butcher holding a kitchen knife at the caged people, and the actors constantly twitching on the operating table.
Regulatory determination and punishment: The party publishes advertisements containing terrorist and violent content on its WeChat official account "Hundred W China" and Weibo "Hundred W Beer", which violates Article 9 (8) of the Advertising Law of the People's Republic of China "Advertisements shall not have the following circumstances:... (8) Content containing obscene pornography, gambling, superstition, terror, and violence; constitutes the act of publishing advertisements containing terrorist and violent content.
The Shanghai Huangpu District Market Supervision and Administration Bureau punished the parties as follows: 1. Order to immediately stop publishing illegal advertisements; 2. Fine of RMB 300,000.
Case 2Regarding the suspected advertising violation case of a Shanghai Network Technology Co., Ltd.
On July 16, 2019, in a game called "Biochemical Dangerous City" operated by the party as an advertiser, the advertising slogan "Chengdu Subway Thrilling Zombies, Most Humans Are Infected, Can You Defend the Safe Zone" was published on the Tencent News app. This advertisement was published from July 16, 2019 to July 24, 2019.
This advertising slogan was published in the "Important News" section of Tencent's news app and was placed in the Chengdu area. "Chengdu Metro" was used as the advertising language, and horrible and revealing words such as "zombie" and "human infection" appeared. The advertising content of this advertising slogan was produced and uploaded by the parties themselves.
The above-mentioned behavior of the parties violates the provisions of Article 9, paragraph 1 (8) of the Advertising Law of the People's Republic of China, and in accordance with the provisions of Article 57, paragraph 1 (1) of the Advertising Law of the People's Republic of China, the parties are ordered to stop publishing advertisements and receive a lighter punishment as follows: a fine of 20,0
00yuan.
Case 3Administrative penalty case of a wild animal world limited company in Jiangsu
On April 2, 2023, this bureau received public opinion, reflecting that a Jiangsu Wildlife World Co., Ltd. released short videos and advertorial advertisements containing content such as "heavy reward for public recruitment of warriors and inviting you to stay in tents with tigers to get 100,000 yuan cash reward per hour" on the Douyin platform and WeChat official account, which caused adverse effects to the public.
In order to increase the popularity of the park, expand publicity, and get more attention, the marketing department of the party planned the "Living with the Tiger" activity project, and released the title "Reward 100,000 yuan/hour exclusive beast tent" through the WeChat official account (jsycdwsj) certified by the party on April 1, 2023.
The specific content of the activity advertorial is "..., a heavy reward will be offered for the open recruitment of warriors on April 1. You are invited to sit in the tent with the tiger. Five white tigers are pacing back and forth around you. If you are brave enough, you will come to the scene to sign up for the experience of the white tiger tent. You can get a cash reward of 100,000 yuan per hour,...", with pictures of white tigers, tents and posters.
On the same day, the Douyin account certified by the parties released a short video titled "Reward 100,000 yuan/hour exclusive beast tent, no one has signed up yet!", the specific content is "..., Changzhou Wildlife World openly recruits warriors to live with tigers and get a cash reward of 100,000 yuan per hour. On April 1, you are invited to live with tigers with a heavy reward order to sign up for the white tiger tent experience on the spot,...", and is equipped with videos of white tigers, tents and posters.
In addition, on the day of the event, the parties also posted a poster with a "heavy reward order" on the glass exterior wall of the White Tiger exhibition area in the park, the content of the poster was "100,000 yuan cash reward per hour for registering in the White Tiger tent experience on site". As of April 4, 2023, the party's WeChat official account "Staying with Tigers" advertorial reading volume was 7769 people, and 196 audio & video comments were recorded, and more than 40 were forwarded and reported by major media across the country.
The market supervision and management department of Wujin District, Changzhou City believes that the party involved in using high bonuses to induce tourists to participate in dangerous cultural and sports activities to attract public attention, attract high social attention, cause adverse social impact, and violate social order and good customs. Its behavior violates the provisions of Items 6 and 7 of Article 9 of the Advertising Law of the People's Republic of China, which constitutes an illegal act of publishing advertisements containing prohibited circumstances. The party was fined 250,0
00yuan.
In sorting out various problem-oriented advertising cases, the author found that some administrative penalty decisions recorded the sources of some cases, such as "receiving public opinion feedback", "receiving reports", "found in daily advertising monitoring" and "according to reporting clues".
In the Internet environment, the "discovery" channels of problem advertisements are diverse. Guiding problem advertisements have been reported by media and online self-media reports including CCTV, Sanlian Weekly, and Xinhua News Agency on several occasions, and public opinion has fermented rapidly. Once it causes a "sensation" on the Internet, the negative impact it brings to enterprises and brands far exceeds the single category of traditional advertising violations.
Under the main line of guidance governance, the supervision standards for violating advertising guidance will become increasingly strict in the future. The author prompts enterprises and brands to attach great importance to the issue of "advertising guidance" and make compliance plans.
It is hoped that this article can provide a more complete perspective on "advertising-oriented" compliance, and provide some help for enterprises and brands in Internet advertising compliance.
comment
[1] From the article of Communist Party Member Network, web link: https://news.12371.cn/2016/02/19/ARTI1455884864721881.shtml.
[2] For details, please refer to "Several Opinions on Promoting the Healthy and Sustainable Development of Platform Economic Norms", webpage link:
Https://www.gov.cn/zhengce/zhengceku/2022-01/20/content_5669431.htm?eqid=e6d51c7100104bc000000002648d850f; "Guidelines on Further Regulating Star Advertising Endorsement Activities" webpage link: https://www.samr.gov.cn/ggjgs/tzgg/art/2023/art_79fe72737f6d435591abc9eafca30e88.html content.
[3] From the official account article of "SoYoung Health Online" and SoYoung Data Yan Research Institute's "2020 China Women's Medical Beauty Consumption Trend Report", webpage link: https://mp.weixin.qq.com/s/j8HVJ4_ENXrQjL4uGt8u0w.
Lawyer Profile
Lawyer Jin Linxi
(Lawyer Erxi)
Full-time lawyer of
Own dual work experience as a lawyer and an Internet company
Difficult cases delve into people, hand-guided tractors, problem solvers
Some experience in advertising compliance, some experience in the Internet field
I have some experience with trademark copyright and a bit of dabbling in pan-entertainment culture
Contact email: erxiii@163.com
Center Profile
Intellectual Property Center
Objective of Zhiheng Intellectual Property Center: To build a first-class intellectual property legal service center.
The Intellectual Property Center has a complete set of specialized intellectual property departments such as patents, trademarks, copyrights, trade secrets, rights protection, international, layout analysis, and operation transactions, forming a complete industrial chain from basic applications, planning and layout, risk prevention and control, anti-counterfeiting rights protection, operation transactions, and international protection.
The Intellectual Property Center is led by a team of first-class intellectual property experts, with a complete service process and an integrated service system. It provides professional legal advice and solutions in various fields of global intellectual property, striving to ensure that every case and project can receive the best solutions developed by experts, so that customers can experience the most rigorous and professional services.
This article and its content are shared by Zhiheng lawyers, for communication purposes only, and do not represent the legal opinions, suggestions or decision-making basis issued by the law firm or lawyers. If you need legal advice or legal professional analysis, please contact the professional lawyers of
, or leave your contact information in a private message WeChat official account. If you need to reprint this article, please contact the official account editor in the background.