2019 New Advertising Law Banned Words, New Advertising Law Regulations!

As businesses and marketers, we must always pay attention to Advertising Laws. Today, I will share some new regulations.

The new Advertising Law only clearly states that terms such as "national level, highest level, best, etc." cannot be used, but the word "etc." is not clearly explained. In other words, this statement has a wide range of interpretation.

Extreme terms include but are not limited to product list pages, product titles, subtitles, main images, detail pages, product packaging, etc., which violate the bottom line of the new Advertising Law. The individual fines start at 200,000 yuan and go up to 1 million yuan.

Related to "most"

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"

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"

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"

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

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

Related to false

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

Fraud-related Suspected of defrauding consumers

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

It’s about time

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.

Penalty measures: Article 57 of the new law stipulates that if any advertisement is published that violates the prohibited circumstances 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 on the advertiser. If the circumstances are serious, the business license may be revoked, and the advertising review authority shall revoke the advertising review approval document and not accept its advertising review application within one year. For advertising operators and advertisers, the industrial and commercial administrative department shall confiscate the advertising fees and impose a fine of not less than RMB 200,000 yuan but not more than RMB 1 million. If the circumstances are serious, the business license and advertising registration certificate may be revoked.

appendix:

It is strictly forbidden to use extreme terms:

1. It is strictly forbidden to use words such as national, world-class, highest, first, only, first, first choice, top-level, national-level product, filling domestic gaps, exclusive, first, latest, most advanced, first brand, gold medal, famous brand, excellent, top, exclusive, and the first in sales on the entire network.

Global debut, national first, network-wide debut, world leading, top technology, ace, sales champion, number one (NO1Top1), ultimate, permanent, ace, leader, leader brand, unique, one-of-a-kind, unprecedented, omnipotent, etc.

2. It is strictly prohibited to use absolute terms with the same or similar meanings as highest, lowest, most, most, cheapest, newest, most advanced, greatest extent, latest technology, most advanced science, best, largest, best, biggest, latest science, latest technology, most advanced processing technology, most fashionable, most popular, first, etc.

3. It is strictly prohibited to use words that cannot be verified, such as absolute value, absolute, big brand, precise, super profitable, leading brand, leading to listing, superstar, famous, luxury, one of the world's top X brands, etc.

4. It is strictly prohibited to use false or exaggerated expressions such as 100%, international quality, high-end, authentic, national level, world-class, highest level and best, etc., which are difficult to judge the authenticity.

Time limit terms:

The limited time must have a specific time limit, and all group purchases must indicate the specific activity date. It is strictly prohibited to use words such as "end at any time", "this time only", "price increase at any time", "immediate price reduction", "last wave" and other words that cannot determine the time limit. Prohibited

Prohibited authoritative words:

1. It is strictly prohibited to use terms such as "recommended by the national XXX leader", "recommended by the national XX agency", "exclusively supplied by the national XX agency", "specially supplied", etc., which use the names of the state or state agency staff for publicity.

2. It is strictly prohibited to use terms such as "quality exemption from inspection", "no national quality inspection required", "free from random inspection" and so on to claim that quality does not require inspection.

3. It is strictly prohibited to use RMB images (except those approved by the central bank)

4. It is strictly prohibited to use words such as time-honored brand, well-known Chinese trademark, special supply, and exclusive supply (except for Vipshop exclusive supply).

The use of click words is strictly prohibited:

It is strictly prohibited to use words that are suspected of deceiving consumers, such as "Congratulations on winning the prize", "Free bill for everyone", "Click for a surprise", "Click to get", "Click to try on", "Receive the prize", "Non-GMO is safer" and other copywriting elements.

It is strictly forbidden to use words that stimulate consumption:

It is strictly prohibited to use words that stimulate consumers' psychology of rushing to buy, such as "flash sale", "hot sale", "if you don't grab it now, it will be gone", "it won't get cheaper", "if you miss it, you will miss the chance", "thousands of people are rushing to buy", "crazy rush" and so on.

Suspected medical terms (common goods, excluding special-purpose cosmetics, health foods, and medical devices):

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

2. Anti-inflammatory; can promote metabolism; reduce red blood streaks; produce optimized cell structure; repair damaged skin; cure (except for the healing system); anti-inflammatory; activate blood circulation; detoxify; anti-allergic; desensitize;

3. Weight loss; clearing away heat and detoxification; clearing away heat and dampness; treatment; sterilization; sterilization; antibacterial; sterilization; antibacterial; disinfection; detoxification

4. Anti-allergic; soften sensitive; soothe sensitive; slow down sensitivity; desensitize; desensitize; improve sensitive skin; improve allergic phenomena; reduce skin sensitivity;

5. Calm; calm; regulate qi; promote qi circulation; activate blood circulation; build muscle; replenish blood; calm the mind; nourish the brain; invigorate qi; dredge the meridians;

6. Stomach distension and peristalsis; diuresis; cold-dispelling and detoxification; endocrine regulation; delaying menopause; kidney-tonifying; wind-dispelling; hair growth;

7. Anti-cancer; Anti-cancer;

8. Remove scars; lower blood pressure; prevent and treat hypertension; treat;

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

10. Dehumidification; moisturizing; treating armpit odor; treating body odor; treating vaginal odor;

11. Beauty treatment; remove spots; remove spots instantly; remove spots; treat alopecia areata; gradually reduce various spots; stretch marks;

12. Hair regeneration; hair regeneration; black hair growth; stop hair loss; hair growth and stop hair loss; seborrheic alopecia; pathological alopecia; hair follicle activation; 13. rosacea; wound healing and toxin removal;

14. Relieve spasms and convulsions; reduce or relieve symptoms of diseases; prescription; prescription; clinical observation of ×× cases shows obvious effects;

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

16. Colds; menstrual pain; myalgia; headache; abdominal pain; constipation; asthma; bronchitis; indigestion;

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

18. Names of microorganisms such as bacteria, fungi, Candida, Pityrosporum, anaerobic bacteria, Dentinella, acne, hair follicle parasites, etc.; 19. Estrogen, androgen, hormone, antibiotic, hormone; 20. Drugs; Chinese herbal medicine; central nervous system;

21. Cell regeneration; cell proliferation and differentiation; immunity; affected area; scar; joint pain; frostbite; frostbite;

22. Oxygen exchange between skin cells; redness and swelling; lymph fluid; capillaries; lymphotoxins, etc.

Superstitious phrases:

Bring good luck, enhance sixth sense, resolve villains, increase career luck, attract wealth, health and prosperity, improve luck, help career, protect yourself, balance positive and negative energy, eliminate mental stress, harmonize air pressure, turn misfortune into good fortune, good luck will come, everything will go smoothly, bring prosperity to people, bring wealth, help avoid misfortune, turn wealth into fortune, etc.

False advertising terms for cosmetics:

Special effect; 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; prolonging life; improving (protecting) memory;

Improve skin's resistance to irritation; eliminate; remove; dissolve dead cells; remove (eliminate) wrinkles; smooth wrinkles; repair broken elastic (force) fibers; stop hair loss; use a new coloring mechanism that never fades;

Rapidly repair skin damaged by UV rays; renew skin; destroy melanocytes; block (hinder) the formation of melanin; make breasts bigger, enlarge breasts, make breasts fuller, prevent breasts from sagging (except for breast beauty and bodybuilding cosmetics); improve (promote) sleep; soothe sleep, etc.

Additional information

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) Use of 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 containing 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.

These are the advertising laws we must know. Have you learned them?

Author: Trademark Registration Administration of Industry and Commerce

Source: Trademark Registration of SAIC