Sony was fined 1 million yuan. These advertising laws should be remembered.

Do you still remember that Sony was unanimously boycotted in the first half of the year because its release date coincided with the July 7 Incident, alluding to the July 7 Incident launched by Japan that year:

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July 7 at 10:00 pm

It was the time when Japan launched the July 7 Incident in 1937

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The July 7 Incident was the starting point for the outbreak of the Chinese War of Resistance against Japan.

I was surfing the Internet today and found out that Sony was fined.

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The report stated that Sony (China) Co., Ltd. violated Article 9, Paragraph 1, Item (4) of the " Advertising Law of the People's Republic of China": damaging the dignity or interests of the state and leaking state secrets. It was fined 1 million yuan by the Beijing Chaoyang District Market Supervision Administration.

Hot knowledge: If you violate the bottom line of the new Advertising Law, the fine will start from 200,000 yuan and the maximum is 1 million yuan.

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The main illegal facts are: Upon investigation, it was found that in order to promote new products, the party commissioned Shanghai Chuancai Advertising Co., Ltd. on June 28, 2021 to design and produce Internet advertisements with expressions such as "SONY more exciting records new phone coming 2021.07.07". The party concerned provided the advertising materials such as text and pictures to the company. At 22:00 on June 30, the party concerned published the advertisement in question on its own through the Internet media that it had the legal right to use, and deleted the advertisement in question at 9:45 on July 1.

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This is not sensitivity, but the bottom line cannot be ignored. Any advertisement that skirts the line should arouse our vigilance.

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In addition to Sony being fined, Samsung and Fanlai were also punished for violating the Advertising Law:

Samsung fined 400,000 yuan for violating advertising law

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Fanlai was fined 200,000 yuan for its advertising copy

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There are frequent incidents of violating the Advertising Law. Don’t forget to avoid spoilers when you are thinking of creativity. For this reason, Toutiao has collected a wave of banned words related to the Advertising Law for your reference:

Prohibited words

Related to "most"

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most, best, most, most loved, most profitable, optimal, most excellent, best, largest, greatest extent, highest, highest level, most upscale, most luxurious, lowest, lowest level, lowest price, bottom, cheapest, fashionable lowest price, most popular, most popular, most fashionable, most gathered, most suitable, most comfortable, first, most advanced, most advanced science, most advanced processing technology, first to enjoy, last, last wave, latest, latest technology, latest science.

Related to "one"

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No. 1, No. 1 in China, No. 1 in the entire network, No. 1 in sales, No. 1 in ranking, only one, No. 1 brand, NO.1, TOP.1, unique, No. 1 in the country, first-class, one day, only once (one), the last wave, one of the top X brands in the country.

Related to "level/extreme"

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National level (except those issued by relevant units), national-level products, global level, cosmic level, world-class, top (top/cutting-edge), top craftsmanship, top enjoyment, best, excellent (excellent/absolute), ultimate, extreme.

Related to "first/home/country"

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The first, first choice, exclusive, exclusive formula, national first launch, first of its kind, national sales champion, national product, national (national inspection exemption), national leader, filling a domestic gap.

About the brand

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Ace, leading brand, world leading, leader, creator, leading brand, leading on the market, supreme, peak, leader, king, king, champion.

Related to false

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Unprecedented, unprecedented, permanent, omnipotent, inherited from ancestors, special effects, invincible, pure natural, 100%.

Suspected of defrauding consumers

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Click to receive the prize, congratulations on winning, free bill for everyone, click for a surprise, click to get, click to turn around, click to try on, click to flip, receive the prizes are suspected of inducing consumers to buy in seconds, grab it now, it will be gone if you don’t grab it, it won’t be cheaper, you will miss it if you miss it, thousands of people are scrambling, everyone is scrambling/buying, selling/scrambling like crazy

Related to limited time

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The limited time must have a specific time such as today, today, a few days and nights, countdown, now, just, only for, weekend, anniversary, special party, shopping party, flash sale, brand group, boutique group, single product group (must have an event date). It is strictly prohibited to use the activities that can end at any time, increase prices at any time, or reduce prices immediately.

Taboo words that indicate authority

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01

Phrases such as recommended by the state XXX leader, recommended by the state XX agency, exclusively supplied by the state XX agency, and specially supplied are used to promote the country or state agency staff by using their names.

02

Terms such as exemption from quality inspection, no need for national quality inspection, and exemption from random inspection that claim that quality does not require inspection.

03

RMB pattern (except those approved by the central bank);

04

Words such as time-honored brand, well-known Chinese trademark, special supply, and exclusive supply.

Words that express absoluteness, limit, and unverifiable

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Absolute value, absolute, big brand, precise, super profitable, leading brand, first to market, superstar, famous, luxury, one of the world's/national X-largest brands, world-class, gold medal, famous brand, excellent, world-leading, top craftsmanship, trump card, sales champion, ultimate, permanent, ace, leader, leading brand, one-of-a-kind, unprecedented, omnipotent, 100%, international quality, high-end, authentic and other false or exaggerated expressions that are difficult to judge the authenticity.

Superstitious Slang

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Superstitious terms such as bringing good luck, enhancing the sixth sense, resolving the problem of villains, increasing career luck, attracting wealth, health and prosperity, improving luck, helping career, protecting oneself, balancing positive and negative energy, eliminating mental stress, harmonizing air pressure, turning misfortune into good fortune, good luck coming, everything going well, bringing good luck to people, bringing wealth, helping to avoid misfortune, and turning wealth into fortune.

Playing pornographic edge ball

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Pornographically suggestive words such as close contact, lingering warmth, lingering fragrance, and descriptions of body organs that violate good social customs.

Expressions that stimulate consumers' rush to buy

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Flash sale, hot sale, if you don’t grab it now it will be gone, it won’t get any cheaper, you will miss the chance if you miss it, thousands of people are scrambling to buy it, the rush is going crazy, sold out, sold out, the lowest price in history, you won’t miss it/you will lose it if you miss it, everyone is scrambling to buy it, get it for free, 0 down payment, zero distance, you set the price and other words that stimulate the psychology of rushing to buy.

Ordinary products contain medical terms

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01

Comprehensively adjust the endocrine balance of the human body, enhance or improve immunity, help sleep, insomnia, nourish yin and yang, and strengthen yang.

02

Anti-inflammatory, promotes metabolism, reduces red blood streaks, optimizes cell structure, repairs damaged skin, heals (except healing series), anti-inflammatory, activates blood circulation, and detoxifies.

03

Weight loss, clearing away heat and detoxifying, clearing heat and removing dampness, treatment, sterilization, bactericidal, antibacterial, sterilization, antibacterial, disinfection, and detoxification.

04

Anti-allergic, softening, soothing, allergic relief, desensitization, anti-allergic, allergic reduction, improve sensitive skin, improve allergic phenomena, reduce skin sensitivity.

05

Calming, tranquilizing, regulating qi, promoting qi circulation, activating blood circulation, promoting tissue regeneration, replenishing blood, soothing the nerves, nourishing the brain, invigorating qi, and unblocking meridians.

06

It can promote gastric bloating and peristalsis, promote diuresis, dispel cold and detoxify, regulate endocrine, delay menopause, nourish the kidney, dispel wind, and promote hair growth.

07

Cancer prevention, anti-cancer,

08

Scar removal, blood pressure lowering, hypertension prevention and treatment.

09

Improve endocrine system, balance hormones, prevent ovarian and uterine dysfunction, remove toxins from the body, and absorb lead and mercury.

10

Dehumidifies, moisturizes, treats underarm odor, treats body odor, and treats vaginal odor.

11

Cosmetic treatment, remove spots, remove spots instantly, no spots, treat alopecia areata, gradually reduce various spots and stretch marks.

12

Hair growth; hair regeneration; black hair growth; stop hair loss; hair growth and stop hair loss; seborrheic alopecia; pathological alopecia; hair follicle activation, rosacea; wound healing and toxin removal;

13

Relieve spasms and convulsions, reduce or alleviate disease symptoms, prescriptions, and clinical observations of ×× cases have shown obvious effects.

14

Papules, pustules, tinea manuum, tinea unguium, tinea corporis, tinea capitis, tinea cruris, tinea pedis, athlete's foot, tinea pedis, tinea versicolor, psoriasis, and infectious eczema.

15

Colds, menstrual pain, myalgia, headache, abdominal pain, constipation, asthma, bronchitis, indigestion.

16

Names or symptoms of diseases such as knife wounds, burns, scalds, carbuncles, folliculitis, skin infections, and skin and facial spasms.

17

Names of microorganisms such as bacteria, fungi, Candida, Pityrosporum, anaerobic bacteria, Odontosporum, acne, and hair follicle parasites.

18

Estrogen, androgen, hormones, antibiotics, hormones.

19

Drugs, Chinese herbal medicine, central nervous system.

20

Cell regeneration, cell proliferation and differentiation, immunity, affected areas, scars, joint pain, chilblains, frostbite.

twenty one

Oxygen exchange between skin cells, redness and swelling, lymph fluid, capillaries, lymphatic toxins, etc.

twenty two

Other medical terms related to disease treatment functions and disease names.

By advertising type

Prohibited words in medical advertisements (including hospitals, medicines, and medical devices)

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01

Words such as effective on the same day, cured from the root in XX days, cure rate is XX%, farewell easily, all cured, prolong life, the highest medical level, safer, quick recovery, zero accidents, zero worries, completely cleared, one-time cure without recurrence, no one relapsed, all recovered, completely eliminated, significant improvement, etc. are used to make guaranteed promises about the medical results.

02

The words “Please purchase and use according to the drug instructions or under the guidance of a pharmacist” are not stated.

Prohibited words in cosmetics advertisements

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Special effects, high efficiency, full effect, strong effect, fast effect, quick whitening, one wash to whiten, effective in XX days, effective in XX cycles, super strong, activation, all-round, comprehensive, safe, non-toxic, fat dissolving, liposuction, fat burning, slimming, face slimming, leg slimming, weight loss, longevity, improve (protect) memory, improve skin resistance to irritation, eliminate, clear, dissolve dead cells, remove (eliminate) wrinkles, smooth wrinkles, repair broken elastic (force) fibers, stop hair loss, use a new coloring mechanism that never fades, quickly repair skin damaged by UV rays, renew skin, destroy melanocytes, block (hinder) the formation of melanin, breast augmentation, breast enlargement, make breasts fuller, prevent breast sagging (except breast beauty and bodybuilding cosmetics), improve (promote) sleep, sleep comfortably, etc.

Prohibited words in real estate ads

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01

Words that convey commitment to appreciation or investment returns include steady returns, guaranteed appreciation, worry-free protection, stable income, immediate rent collection upon purchase, appreciation value, value depression, natural value, crowdfunding, copycat trading, stock trading is not as good as buying a house, unlimited appreciation potential, earn money as soon as you buy, etc.

02

Phrases such as "XX minutes to reach the railway station/airport/highway" and "only takes XX minutes" are used to indicate the location of a project by the time it takes for the project to reach a specific reference object.

03

Misleading consumer terms such as one river, one island and five parks, two rivers, one lake and four parks, XX hospital is under planning and construction, XX urban rail transit is under planning, XX cultural center/gymnasium/school is under planning and construction, XXX school is close at hand, no worries about admission to higher education, education escort, nine-year education, one-stop education, living in school district housing, priority admission, no worries in 12 years of education, let your children win at the starting line, etc.

04

Other words that mislead the public about the transportation, commerce, cultural and educational facilities or other municipal conditions that are being planned or constructed.

Prohibited words in education and training advertisements

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01

Words such as memory efficiency improved a hundredfold, grades soared, photographic memory, remember everything in 7 days and never forget, pass rate XX%, high score king, top ranking, create legend, 100% high-paying employment, national recognition, etc., which make guaranteed promises on the training effect and obtaining degree and academic qualifications.

02

Phrases such as collaboration with test experts, definition of test scope, and golden key to Peking University/Tsinghua University imply that test setters are involved in the training.

Banned words in financial advertisements

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01

Words such as 100% principal and interest protection, 100% winning rate, X%-X% annualized rate of return, risk-free, value preservation and appreciation, peace of mind on principal and interest, stable profit, most professional, safest, etc., which make a guaranteed promise on future returns.

02

There should be reasonable reminders or warnings about possible risks and risk responsibilities.

False advertising of patented technology

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Those who have not obtained patent rights shall not falsely claim to have obtained patent rights in advertisements. It is prohibited to use patent applications for which no patent rights have been granted and patents that have been terminated, revoked or invalidated for advertising.

Article 9 of the New Law

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Article 9: Advertisements shall not contain the following:

(1) Using or using in disguise the national flag, national anthem, national emblem, military flag, military anthem, or military emblem of the People's Republic of China;

(2) Using or disguisedly using the name or image of a state organ or state organ employee;

(3) Using terms such as “national level”, “highest level”, “best”, etc.;

(4) Damaging the dignity or interests of the state or leaking state secrets;

(5) hindering social stability and damaging the public interest;

(6) endangering personal or property safety or leaking personal privacy;

(7) disrupting public order or violating good social morals;

(8) Content that contains obscenity, pornography, gambling, superstition, terror, or violence;

(IX) Content that contains discrimination based on ethnicity, race, religion or gender;

(10) hindering the protection of the environment, natural resources or cultural heritage;

(11) Other circumstances prohibited by laws and administrative regulations.

Penalties

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Article 57 of the new law provides that if any advertisement is published that violates the prohibitions stipulated in Article 9 of the new law, the industrial and commercial administrative department shall order the advertisement to be stopped and impose a fine of not less than RMB 200,000 yuan but not more than RMB 1 million yuan on the advertiser.

If the circumstances are serious, the business license may be revoked, the advertising review authority shall revoke the advertising review approval document, and will not accept the advertising review application within one year; the industrial and commercial administrative department shall confiscate the advertising fees of the advertising operator and advertiser, and impose a fine of not less than RMB 200,000 yuan but not more than RMB 1 million yuan. If the circumstances are serious, the business license and advertising registration certificate may be revoked.

May we all be able to make good, creative and interesting advertisements while still abiding by the law!

Author: Advertising Circle Headlines

Source: Advertising Circle Headlines