As an operator, do you know which copywriting cannot be used casually?

Everyone knows the banned words in the new advertising law and some extreme words cannot be used, but there are actually minefields that cannot be crossed. As an operations staff, you will inevitably encounter these minefields when writing copy and planning events.

Our company is often asked to make revisions, so the big boss specially invited personnel from our district’s Market Supervision Bureau to explain the standard terms used in advertising copy (including all kinds of promotional copy for external and internal use) and tell us which words cannot be used. And which laws and regulations were violated? And how should it be used?

I sorted out the operations-related content in the meeting and highlighted several violation scenarios to help everyone understand! I hope everyone will read this carefully to avoid making the same mistake. Once you are complained about, it will be really troublesome. At the very least you will be criticized, and at the worst you may lose your job!

1. Sales with prizes

Operations staff sometimes hold sales activities with prizes, where you can enter a lottery if you buy our products, etc.; here comes the problem: you are not allowed to lie about prizes; you are not allowed to deceive people by telling them to win prizes; you are not allowed to sell low-quality and high-priced goods; for sales with prizes through lotteries, the highest prize cannot exceed 5,000 yuan (this must be noted).

For example: There is a lucky draw at the entrance of Carrefour supermarket for following a public WeChat account , with the top prize being a trip to five European countries (worth 10,000 yuan). This is not a violation of regulations, as it does not involve the sale of goods, so there is no limit of 5,000 yuan. However, the industrial and commercial department will check whether anyone has won the prize. If there is no fraud involved, if there is, is the person an internal appointee? If so, it involves deception and he will be punished accordingly.

2. Right of interpretation of the activity

Do you often see a sentence at the bottom of the activity rules page:

The final right of interpretation of this activity belongs to XXX Company.

If this happens, correct it immediately. If someone takes screenshots and complains about it, you will be fined. The most formal approach should be: this unit reserves the right to interpret the activities within the scope permitted by law.

3. Extreme words

Article 9 of the Advertising Law: The use of these six words in the old Advertising Law is prohibited. If used, direct punishment will be imposed. The new Advertising Law has expanded the scope to include words such as "best" and "first". You can reply "banned words" in the " Internet Operation School" to view the banned words in the new Advertising Law.

4. Data

Article 11 of the Advertising Law: When data, statistics, survey results, abstracts, etc. are used in advertisements, the source should be indicated; the cited content should include the scope of application and validity period and be clearly stated.

For example: 90% of Internet users’ information is subject to personal information crisis. Where did the data come from? There must be an authoritative source and proof, such as data from a national agency, a third-party data survey company, or a department within a company. There must be proof, and attention should also be paid to whether the data can be quoted. Some data will be marked: Not to be used without authorization.

The sales volume of Xiangpiaopiao milk tea could circle the earth three times if combined. This won’t work. You need to add an expiration date and a time limit in front. For example, as of February 8, 2017, the sales of Xiangpiaopiao milk tea can circle the earth three times.

5. Purchase and gift information

If an advertisement indicates that the goods or services being promoted will come with a gift, the type, specification, quantity, period and method of giving the gift should be clearly stated. Generally, e-commerce and offline companies will have buy-one-get-one-free promotions, where if you buy XX, I’ll give XX for free.

For example, if our store gives away a gift when you buy a down jacket, the name and quantity of the gift should be clearly stated, otherwise it will be considered a violation.

6. Disparaging peers

Advertisements must not disparage the goods or services of other producers or operators, nor should they speak ill of their peers or take the opportunity to over-promote themselves.

7. False or misleading publicity

Both the Advertising Law and the Consumer Rights Protection Law clearly stipulate that false or misleading propaganda is prohibited, otherwise the consumer’s personal subjective judgment will be the basis.

The severity of the penalty for the above situations: if the advertising expenses can be calculated, a fine of more than 3 times but less than 5 times the advertising expenses will be imposed; if the advertising expenses cannot be calculated or are obviously too low (small and medium-sized enterprises or those without advertising settlement invoices), a fine of more than 200,000 but less than 1 million will be imposed, and the middle number will generally be taken: 500,000-600,000.

The punishment is so severe that I feel the pressure of doing operations and writing copy has increased a lot. If I am not careful, I will lose my job! If you have time, you should study the copywriting terms of the Advertising Law. In the words of my teacher: It’s okay if no one complains, but it will be terrible if someone complains!

Mobile application product promotion service: APP promotion service Qinggua Media advertising

The author of this article @孙铭 is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting! Site Map