What exactly does the advertising law say?

(1) It is forbidden to publish tobacco advertisements in mass media or public places, public transport and outdoors.

It is forbidden to send any form of tobacco advertisement to minors.

③ Health food advertisements shall not involve the functions of disease prevention and treatment.

(4) Pop-up web advertisements must be closed with one button.

The old advertising law only had seven advertising standards for goods and services, and the new advertising law increased to 17. Problems closely related to consumption, life and health have increased, and the relationship with consumers has become closer.

Real estate advertising can't promise willfully.

The newly revised "Advertising Law" provides for real estate advertising.

Twenty-sixth real estate advertising, housing information should be true, the area should be marked as construction area or interior construction area, and shall not contain the following contents.

(1) Commitment of appreciation or return on investment;

(two) the location of the project is expressed by the time required for the project to reach a specific reference;

(three) in violation of the relevant provisions of the state on price management;

(four) misleading propaganda on transportation, commerce, cultural and educational facilities and other municipal conditions under planning or construction.

This new regulation is a shackle for many real estate planners or copywriters. In the future, when creating real estate advertisements, you can't make many promises for publicity, you can only dance skillfully with shackles.

According to the regulations, it is estimated that in the future, information such as "buying a house to send to a prestigious school", "a planned subway line is at home" and "XX minutes away from the central square business circle" may be banned; Propaganda words about appreciation or return on investment, such as "buy a house to make a steady profit", "what's the rate of return on the house" and "X-year return on capital", may also be stopped. Copywriting is going to find another way.

Brand spokesmen are very demanding.

(* This part is from the ifree blog)

In the new advertising law, there are 12 spokespersons in 75 laws, and many existing advertising endorsements may no longer be applicable.

Is the business owner who "brings his own salt" a spokesperson?

From the appearance of CEO Chen Ou in Jumeiyou's I am Chen Ou, I speak for myself, it has become a trend for business owners to speak for products. Gree Dong Mingzhu, Vanke Wang Shi and SOHO China Pan Shiyi have all appeared their own commercials, so the question is, are they spokespersons for advertising their own brands?

Analysis and calculation. The fifth paragraph of Article 2 of the new advertising law stipulates that advertising spokespersons refer to natural persons, legal persons and other organizations other than advertisers who recommend and prove goods and services in their own names or images in advertisements. Advertisers are advertising enterprises, and it is natural for Chen Ou to be the advertising spokesperson as a natural person. If he wants, he can let the company pay his own endorsement fee.

Can drugs and health products still find celebrity endorsements?

It has always been a conventional marketing method to find celebrity endorsements in advertisements of commonly used drugs such as cold medicines and antidiarrheal medicines, and health care products are also keen on it. However, the exposure of some problematic products really hurt consumers, and celebrity spokespersons are also tainted. The call to cancel celebrity endorsement of drugs and health care products has been called for many years. Has it been implemented this time?

Analysis explicitly prohibits. Article 16 of the new Advertising Law stipulates that advertisements for medical treatment, drugs and medical devices shall not be recommended or proved by advertising spokespersons. The analysis by the Academy of Social Sciences shows that these spokespersons can't promote drugs in the image of medical research institutions, academic institutions, medical institutions, trade associations, professionals, patients or other advertising spokespersons. Needless to say, neither can celebrities. Similarly, article 18 stipulates that health care products cannot find spokespersons, even if the advertisement indicates that "this product cannot replace medicines", it is prohibited.

If you haven't used the goods, don't think about contemporary people.

In the past two years, it is not uncommon for male stars to endorse female products. It is acceptable for Korean singer RAIN to endorse a female cosmetic, but it is a bit shocking to have a few small fresh meats to endorse female physiological products. I'm sure they haven't used it. How can we accurately express the function of the product? Is this alternative endorsement still possible?