The banned words for new advertising review in 2021 are announced!

Do not use absolute terms such as "national level", "highest level" or "best"

Notice:

01. When the trademark of the brand promoted by the advertiser contains absolute words, it can be used directly.

For example: First Lady Wedding Photography, Only Home Decoration, Only Vision Wedding Photography, etc.

02. It can be used when the content involved by the advertiser is objective fact.

For example: [XX Company won the 2016 Most Popular XX Award] [XX Company is the first listed company in the industry (objective facts are required to prove it)], etc.

1. Disruption of social public order

Crocodile leather products, qualification: products must provide special identification for national key protected wild animals and their products

Materials: Risk warnings must be included in advertisements: Wild animal products listed in the “List of National Key Protected Terrestrial Wildlife under Artificial Breeding” must be sold and used in accordance with the law with special identification.

Minors under the age of ten may not be used as advertising spokespersons;

Advertisements for goods or services targeting minors under the age of 14 must not contain content that persuades them to ask their parents to purchase the advertised goods or services;

Advertisements that are harmful to the physical and mental health of minors must not contain any content;

Advertisements must not contain content related to obscenity, pornography, gambling, superstition, terror, or violence;

Images of cigarettes and smoking are prohibited in advertisements, including real people and cartoon characters.

1. Unfair competition

Except for advertisements for medical treatment, medicines, and medical devices, any other advertisements are prohibited from involving disease treatment functions, and may not use medical terms or terms that may easily confuse the promoted products with medicines or medical devices.

Advertisements shall not be published in disguised form as advertisements for medical treatment, medicines, medical devices, or health foods by introducing health and wellness knowledge.

It is prohibited to publish advertisements for infant milk products, beverages and other foods that claim to fully or partially replace breast milk in mass media or public places.

PS: Specific restrictions on infant milk products that replace breast milk: Infant milk products for "0-12 months" (including but not limited to pre-stage and stage 1 milk powder, etc.) cannot indicate "can replace breastfeeding methods, antibodies in breast milk, breast milkization, mother's breast milk is also XX (a certain milk powder ingredient)", etc.;

Well-known/famous trademarks. Advertisements shall not contain the words “well-known trademark, famous trademark”;

Trademark authorization: If the advertisement involves the image or emoticon of a celebrity or a well-known advertising figure, or promotes products and services in the name of a celebrity, the person's authorization certificate should be provided;

Celebrity authorization: If the advertisement involves the image or emoticon of a celebrity or a well-known advertising figure, or promotes products and services in the name of a celebrity, the celebrity’s authorization certificate should be provided;

Advertisements must not use the advertising language of the "CCTV National Brand Plan", including in the form of graphics, text, or oral broadcasts;

01. The language and words used in advertisements should be clear and accurate, and the words used should be standardized. There should be no typos, incorrect punctuation, meaningless characters, incoherent sentences, or incomplete sentences.

When using homophones in idioms, double quotation marks are required when using homophones in positive and activity-related situations;

02. Advertisements shall use Mandarin and standard Chinese characters, and may not use foreign languages ​​alone;

When using foreign languages, Chinese translations need to be added; when using large amounts of local terms, Mandarin annotations need to be added

When advertising prices of products or services, the unit must be "RMB" and prices may not be denominated in foreign currencies. (Unless otherwise provided by the state)

Unacceptable example: Using the term "US$10,000 per square meter" to indicate the price in a real estate advertisement

First, the platform. The core of the "community-based" marketing strategy is not the product platform, but the community media platform that integrates community users. Second, the relationship. The "mutual recognition" among residents in the community has far more monetization value than the "social currency" on the Internet.

However, compared with the fission propagation of social media, offline community marketing may require brands to make more far-sighted long-term investments or conduct large-scale and precise coverage of specific cases in order to achieve results.