Are the materials submitted for information flow advertising repeatedly rejected? You haven't learned this internal audit rule yet!

With the 19th National Congress of the Communist Party of China about to be held, information flow advertising platforms across the country have become nervous and have stepped up the review of advertising materials. Have you heard the cries of our operations partners: "Rejected again, and again." Instead of waiting for the reviewer to tell you why your application was rejected, check this article to see if your material violates these rules!

False advertising is a very strict part of the review, and the punishment in the Advertising Law is also particularly severe. Crest was once ordered by the Shanghai Administration for Industry and Commerce to stop publishing the advertisement "Crest - MICA whitening energy + lasting luster in just one day" and was fined.

The reason for the penalty was the claim of “only one day”. This effect was exaggerated and impossible to achieve, so it was judged to be false advertising. Friends must be careful to avoid this problem!

This problem can often be seen in Weibo information flow ads! This copywriting routine is also a tried and tested one for operators. for example:

In the two examples above, the copy does not clearly state what the product is, which can easily lead users to think that it is a guide. However, when they click on it, they find that it is an advertisement, which makes them feel cheated. Such copywriting materials can easily be rejected.

There is another situation where there is no problem with the copywriting materials, but when you click on the link, you find that the link content does not match the description of the promotional copy, just like the picture below. Such materials are not only difficult to pass the review, but also the user experience is very poor and the conversion rate will be very poor!

Search promotion and Super Fans Pass are prohibited in the medical industry

Mole removal, as shown in the picture, involves cosmetic surgery, which is prohibited. This includes medicines, medical devices, cosmetic surgery, and anything involving medical treatment effects is also not allowed.

Furthermore, those that confuse medical effects and terms will not pass the review, such as the following:

The Advertising Law emphasized this point last year. I still vaguely remember the various complaints from Taobao graphic designers who worked overnight. There were more absolute terms than you can imagine, including national level, highest level, best, first brand, top level, exclusive, best, well-known trademark, the best in the country, etc. Here are a few examples of violations!

It’s not enough to just make up some data, such as “99% of women are using our products”. You have to prove this 99% and indicate the source of your data . For example, “a certain organization” in the picture below is not acceptable.

When advertising spokespersons appear in advertisements, you need to pay attention to the following:

1. Medical treatment, medicine, medical equipment, and health products cannot be recommended by advertising spokespersons.

2. Advertising spokespersons cannot recommend products they have not used, as shown in the cartoon below.

As shown in the landing page of the advertisement above, there are multiple celebrities. However, without the authorization of the relevant celebrities, the advertisement will not pass the review.

When writing copy, operators often compare their products with famous brand products of the same category in order to highlight the quality of the products, such as the following picture:

“It’s time to say goodbye to pesticides and SSR”

“More comfortable white shoes than vans”

Such statements violate the provisions of the Advertising Law and involve disparaging other brands of products, so they do not meet the review standards.

When targeting education clients, be careful not to make any guarantees about continued education, passing exams, or obtaining academic qualifications in the advertising copy and materials. Words like "guaranteed passing" can easily be rejected.

Using the images of some well-known universities and teachers for recommendations is also a violation of review regulations.

In advertising related to finance and stock speculation, you cannot explicitly imply benefits. Here are two examples of positive and negative benefits:

A while ago, many such "long picture" blog posts appeared on Weibo, but clicking on the long picture button jumped to an advertisement.

Such fake long pictures can attract clicks , but they provide poor user experience and generate many complaints.

In addition, images involving large-scale images will not pass the review.

The above are some of the "hidden" rules in the review of information flow advertisements. Sometimes we have to make choices between effects and rules. Young man, go and compete with the reviewers in a battle of wits and courage!