Notice! During the 315 period, advertising must avoid these problems

The closer we get to March 15, the calmer things seem, and this year is no exception.

In addition to being familiar with the various regulatory policies of media platforms, you must also understand the Advertising Law to avoid crossing the red line. Optimizers should also always check whether their materials have any violations so that they can make timely modifications.

Part 1: The Tranquility Before 315

1 / Baidu promises: If you encounter 3C repair advertising fraud when searching, you can get compensation in advance! If it is fake, you will be compensated three times.

On March 13, Baidu released an upgraded plan to protect the rights and interests of netizens in the repair industry. After logging into a Baidu account, if a user clicks on a 3C repair advertisement and encounters false fraud, they can pay three times the compensation. At the same time, Baidu promises to pay first!

After the upgrade of the Internet user rights protection plan, after you log in to your Baidu account, if you click on advertisements in the home appliance repair industry, house and bathroom repair industry, or digital repair industry on Baidu and suffer actual losses due to brand or qualification misuse, or offline fraud, you can apply to Baidu for Internet user rights protection!

First, we go to the official website of Baidu Guarantee (baozhang.baidu.com), then click on "Industry Guarantee" to enter the "Maintenance Industry" page; or when searching for relevant keywords (such as "mobile phone repair"), click on the first search result to start applying for protection!

Please remember to log in to your Baidu account in advance, follow the steps on the webpage and complete the information. Our staff will contact you as soon as possible after verification to help you protect your rights!

2 / Announcement on Baidu Search's severe crackdown on false, fraudulent and other illegal information

In order to maintain a safe and healthy search ecosystem and protect the legitimate rights and interests of search users, Baidu Search severely cracks down on illegal information such as false fraud, illegal transactions, pornography, gambling, drugs, etc. in telecommunications networks.

The illegal and irregular information that Baidu Search cracks down on includes but is not limited to the following:

1. False and fraudulent information:

1. Impersonating government/enterprise official websites, forging government/enterprise contact information, or maliciously spreading related false information;

2. Selling or disseminating fraud-related books, techniques, tools, and promoting illegitimate profit-making methods;

2. Information on illegal transactions:

1. Forged documents: such as forged driver's license, ID card, marriage certificate, bank card, etc.;

2. Malicious cash-out transactions: such as Huabei cash-out and Baitiao cash-out;

3. Academic misconduct: such as submitting papers on behalf of others, writing papers on behalf of others, etc.;

4. Private detective: not complying with national laws and regulations, maliciously exploring the privacy of others, infringing on the privacy rights of others, etc.;

5. Illegal loans: unsecured loans, illegal loans, naked loans, etc. without government approval;

6. Illegal software: maliciously providing software cracked versions, game plug-ins, cheating tools such as likes/followers, etc.

7. Illegal part-time online earning: posting fraudulent part-time jobs or illegal gray online earning information such as order brushing and typing, causing property damage to network users;

3. Pornography, gambling and drug information:

1. Maliciously spreading pornographic or obscene content or borderline information;

2. Maliciously spreading information about lottery types not recognized by the state, and guiding the public to gamble, such as instant lottery, etc.;

3. Malicious dissemination of illegal content such as gambling WeChat groups, gambling tools, and gambling locations.

3 / Baidu Search will crack down on pornographic and vulgar advertising content

In order to maintain a healthy and positive search ecosystem and protect users' search experience, Baidu's search technology team will crack down on illegal sites that contain pornographic and vulgar advertisements in the near future and will not tolerate them.

Baidu Search will block and filter pornographic and vulgar advertisements, and permanently restrict search display for sites involving illegal content. Please check yourselves as soon as possible and deal with the relevant content on the site.

Pornographic and vulgar advertising content mainly refers to advertising content that is likely to have a negative impact on young people and harm social morality or excellent cultural traditions, including but not limited to the following 7 types:

1. Advertisements that promote links, pictures, text, etc. of erotic cartoons, illegal sex drugs, STD treatments, pornographic websites, and vulgar information on the Internet;

2. The advertisements spread harmful information such as one-night stands, wife swapping, sexual abuse, etc.;

3. The advertising material contains content that expresses or implies sexual behavior or sexual suggestion, or is provocative or insulting;

4. The advertisement contains a large amount of content that exposes or describes sexual organs;

5. The advertising materials contain content that violates personal privacy, such as exposure, candid photography, or leaks;

6. The advertising material contains content that induces participation in illegal activities such as gambling;

7. Ad titles use vulgar and provocative content to attract clicks.

4 / Headline Notification

1. High-risk and high-complaint categories;

2. Counterfeit, shoddy and knockoff goods.

3. All unqualified customers will be removed from the list and will be allowed back online after they qualify.

Those found to have problems will be severely punished.

Part 2: Things to note when releasing materials during 315

315-International Consumer Rights Day is approaching. On this special day, major brands will maintain high investment in overall marketing and brand promotion. Let’s take stock of what we need to pay attention to in brand promotional materials.

1 / Involving politics, the party, and pornography ?

Regarding the content related to politics and the party, let me first give you some background information:

The revised "Advertising Law of the People's Republic of China" which came into effect on September 1, 2015 stipulates that the national flag, national anthem, national emblem, military flag, military anthem, military emblem of the People's Republic of China shall not be used or used in disguise; the name or image of state organs or state organ staff shall not be used or used in disguise;

The "Law of the People's Republic of China on the Protection of Heroes and Martyrs" was officially implemented on May 1, 2018, which stipulates that the names or portraits of heroes and martyrs shall not be used in commercial advertisements (including cartoons), and the deeds and spirit of heroes and martyrs shall not be distorted or vilified (including no jokes).

The following 5 examples are as follows:

• Figure 1 involves two issues: the background of the 19th CPC National Congress poster cannot involve the 19th CPC National Congress, and the source image cannot involve the national flag;
• The second picture uses Chairman Mao’s head portrait. It should be noted that the content of the material cannot contain images of national leaders.
• The mug promoted in Figure 3 has an image of Trump on it. Here we would like to remind everyone that images of domestic and foreign leaders cannot be used;
• The content of the material in Figure 4 reminds us that the names and portraits of heroes and martyrs cannot appear;
• The material content of Figure 5 requires that we should not allow the images of the national flag or soldiers to appear.

Next, let's look at the analysis of pornographic cases. The main thing is that it must not contain vulgar copywriting and erotic anime and other related content;

Suggestive, provocative, ambiguous or insulting descriptions may not be used or appear;

Content that shows the entire body or private parts of a woman without clothes, such as exposed breasts, cleavage, or nipples, or only using body parts to cover private parts, is prohibited.

• The stockings promoted in Figure 1 require that the models should not be naked and their movements should not be too provocative, and this also applies to men;
• Picture 2 shows that male models are not allowed to be too naked (exposing three points);
• For the promotion of underwear in Figure 3, please note that the model should not be exposed and it is recommended to use a folded image/boxed effect;
• The model used in Figure 4 must not show cleavage. The most common model is the nude model, but if a mannequin is used, it must not be too exposed.

2 / What should we pay attention to when taking health products during the 315 period?

1. Qualifications of health products: Qualifications of imported health products require uploading of "Imported Health Food Approval Certificate and Import Declaration Form"; qualifications of domestic health products require "Health Food Advertising Review Form".

Let me share with you a few case studies.

• Figure 1 shows that advertisements promoting health products should clearly state that "this product cannot replace medicine";
• Figure 2 shows that health care product advertisements are prohibited from using celebrity spokespersons, and health care product advertisements must clearly indicate that the product cannot replace medicine.
• Figure 3 must not contain assertions or guarantees regarding the efficacy of the product, such as “highly effective absorption, one tablet a day is enough”, etc.

2. Secondly, the Advertising Law requires that health products should not involve functional descriptions such as disease prevention and treatment functions, and should not claim or imply that health foods are necessary for normal life or treatment of diseases.

• Figure 1 must not imply that health foods are for normal life or for treating diseases, such as medicine and food being of the same origin, combining food therapy with health preservation, or anti-tumor, etc.;
• Figure 2 must not use functional descriptions, such as lowering blood sugar;
• Figure 3 shall not involve disease prevention, such as improving immunity and consolidating health.

3 / Promotional information

1. Notes-Promotional Information:

The most common advertising copy is the one that says "buy something and get something free". The following points need to be noted: giving away the same item for free, giving away different items for free, and listing the free items. Do not engage in misleading behavior and make it clear what the gift is.

The interest points in the material image need to be consistent with the interest points in the link. For example, the word "起" in "折起" and "元起" is a risky word that can easily mislead consumers. It is recommended to use "低起**". It is strictly forbidden to use words that deceive consumers. Limited promotional activities must indicate the specific quantity.

2. Notes-Qualification Certification:

For cases involving character portraits, film and television works, product debuts, etc., it is necessary to provide relevant certificates or disclaimers such as authorization and qualifications.

3. Notes - Bad Guidance:

It disrupts social stability, endangers personal safety, and harms the physical and mental health of minors. The advertising materials shall not contain toy models based on guns, images of guns, smoking scenes, or smoky elements.

4. Notes-Symptoms:

• It is not allowed to use images that are scary, unhealthy, or make users feel uncomfortable.
• The use of human symptoms diagrams is not permitted in advertising creatives.
• Advertising materials are not allowed to use symptom pictures or comparison pictures, and tattoos are not allowed to appear in model pictures.

Of course, it is not just March 15 that requires vigilance to avoid crossing the red line and playing tricks. Advertisers should also check their platforms regularly to see if there are any violations and make timely corrections.

Appendix: The banned words in the advertising law released by Xinhua News Agency , click to view the original article

Whether you are in the advertising industry or the media industry; whether you are a copywriter, a new media editor or other text-related practitioners, you must remember these banned words! ! !

Source: Aichi SEM