Question 2: What are the advantages and disadvantages brought to the advertising industry by the implementation of the New Advertising Law in September 215? According to the Analysis Report on Market Prospect and Investment Strategic Planning of China Advertising Industry in 216-221, firstly, under the overall downward pressure of the economic situation, health food, medicines, medical care, medical equipment, education and training, investment promotion, real estate and crop seeds have become. With the promulgation of the new Advertising Law, the vague areas of advertising management in these fields have lost their "protective umbrella", resulting in direct "blood loss" in media advertising revenue, and advertising revenue will be greatly impacted. Secondly, it is a common practice for advertisers and media to make use of celebrity effect to over-publicize and deliberately guide. However, the new Advertising Law clearly stipulates that these are false advertisements and are the targets of severe crackdown. However, advertisements involving celebrity endorsements now account for 5% of traditional media advertisements. At the same time, the new "Advertising Law" also tightened the supervision of the once "fish that escaped from the net". Because the old law was promulgated, Internet advertising had not yet emerged, which also led to the Internet becoming a "paradise in the world" for all kinds of advertisements. The new law will introduce management measures for internet advertising, which will undoubtedly hit a heavy blow to the "willful" growth of new media revenue. Generally speaking, the promulgation of the new Advertising Law is a big blow to the whole industry, and many of the commodities involved are key customer groups of provincial terrestrial channels, city stations and county-level stations, resulting in the loss of advertisements, which will make these channels lose their business support and make matters worse; The withdrawal of illegal advertisements will also have a structural impact on new media with the Internet as the core.
Question 3: How to treat the new advertising law? Analyze this revision from the personal research field. There have been many discussions about advertising media on the Internet, so I will mainly write it from the perspective of advertising management. If there is any dispute, please discuss it.
The revision of the original advertising law by the New Advertising Law is very large. Only eight of the 49 articles in the original advertising law are retained, and the others are either modified or added or deleted, and will be implemented from September 1 this year, which needs the attention of every advertising practitioner.
First of all, the new advertising law will have a more significant impact on the following industries:
Health food and medical treatment: The new advertising law limits the description of curative effect and disease prevention effect in health food advertisements, and it is impossible to indirectly advertise health food and medical products through health programs, mainly targeting at the so-called expert health lectures that can be seen at any time in some local TV stations. Another big impact is that from September, health food and medical products will no longer be able to use advertising spokespersons, which will bring a lot of trouble to many health food giants at present. At the same time, except for medical products, advertisements for all other products are not allowed to contain disease treatment and other medical terms. The industries where guns are laid here are mainly health food, sporting goods and fitness equipment.
pesticides, veterinary drugs, feed, feed additives, agricultural and forestry products: the main impact is that the efficiency and expected benefits cannot be described in advertisements. It seems that advertisements in these industries are all based on this routine?
Tobacco: Focus on the industry. Basically, tobacco advertisements can say goodbye to the mass media and public places. Even if you advertise, you can't see smoking scenes, and you can't even suggest that smoking is refreshing ... Even if you use the common tobacco brand image advertisements as a sideline, you risk being accused of being disguised tobacco advertisements. Perhaps the best tobacco advertisement is no advertisement. In fact, the state has banned tobacco advertising for some time, and the effect is good. This time, the heavy blow is not so much to standardize the tobacco advertising environment as to express the determination of the state to vigorously rectify the tobacco industry.
alcohol: lying down with a gun pulled by tobacco, the main influence is that the image of drinking alcohol cannot appear, and it cannot appear in the media with minors as the main audience.
education and training: there are restrictions on its guaranteed commitment, and the training effect cannot be promised in advertisements. Advertisements such as "XX education, getting XX points a year" and "going to XX school and easily obtaining XX qualification certificate" have become history, and I believe many training institutions are having a headache.
investment: there is a requirement for its limited guarantee commitment. At present, most of the regular financial products and investment real estate advertisements are quite satisfactory, but some real estate companies still have to modify the advertising words.
real estate: the advertising content is restricted, and it is clear that there can be no appreciation return. One of them is quite interesting: "The location of the project should be expressed by the actual distance of the project to the existing traffic trunk road of a specific reference, not by the required time". Although there are still many ways to circumvent this requirement, it is not difficult to find that the state has strengthened its crackdown on the concept of stealing in advertisements.
Let's take a look at some major changes in advertisement operation ...
The regulations on false advertisements have been added: the boundaries of false advertisements have been drawn through several descriptions, and it is also stipulated that advertisements should not be published in the mass media in the form of news, hoping to suppress some inferior advertisements full of address unknown. At the same time, I pay more attention to the specific criteria of "other situations that deceive and mislead consumers with false or misleading content". After all, the soul of advertising lies in creativity, and I don't want to suppress some reasonable and exaggerated excellent works.
There are new regulations on advertising for minors: there can be no advertisements in textbooks, teaching AIDS, workbooks, stationery, teaching AIDS, school uniforms and school buses, and the phenomenon of advertising teaching equipment in textbooks will become history (the people who originally thought of this idea are really crazy). I wonder if the occasional enterprise name in the illustrations in the book will be treated as product placement; Breast milk substitutes cannot appear in the mass media, and the milk powder industry has to find another way; Advertisements aimed at minors under the age of 14 should not contain content that induces parents to buy and have unsafe behaviors (personally, it is a bit difficult to implement, at least there is some wrangling).
new regulations on advertising spokespersons have been added: this is another key regulatory area, for example, minors under the age of 1 should not be used as spokespersons (although they can also be used as general advertising figures); Advertising spokespersons are not allowed to prove their unused goods or services (how do you feel about Jiro Wang ...); Now, if false advertisements cause losses to consumers, endorse them ... > >
Question 4: After the implementation of the new advertising law, I also advertise at 3: , so I don't have to worry too much about my personal suggestions. For example, LeTV and mobile phones are all called super tv, and super mobile phones are forbidden words. They still use them every day. Printed matter was printed before the new advertising law was introduced, which is something that can't be helped. If you pay attention, you will see that many advertisements still violate the advertising law.
Question 5: What impact does the new advertising law have on TV media? I try to talk about it, but it may not be all right. Please ask the landlord Haihan
1, so that the advertising department of TV stations will be more strict in controlling the censorship of advertisements, especially the health care products and drugs endorsed by celebrities, which will be more strict. Medical treatment, medicines, medical devices and health foods are not allowed to speak for themselves, because these are goods or services related to people's lives, health and safety. Because of the uniqueness of human body, what works for one person does not mean that it is equally effective for others. It is not scientific for advertising spokespersons to make recommendations.
At the same time, the new advertising law clearly stipulates in the general provisions that in the future, publishing false and illegal advertisements will be fined more than 3 times or less than 5 times the advertising fee, sending short message advertisements indiscriminately, and imposing a fine of more than 5 but less than 3 on advertisers. Pop-up advertisements must be closed with one button, which shall not affect users' normal use of the Internet. Those who violate the regulations may impose a fine of more than 5 but less than 3 on advertisers.
2. Merchants will consider more when choosing spokespersons and media broadcasts, especially for minors. Especially with the popularity of child stars in reality TV shows, many merchants and media will choose children to speak for them. Before the new law is released, they can even scratch the ball, which makes some viewers sigh. The money we earn in one year is not as much as that of a 5-year-old child in one day. One of the main reasons is that the advertisements of popular child stars are soft. The market demand for children is too large, and it needs child stars who are in line with the product positioning image of the merchants to speak < P > And this new law stipulates that it is forbidden for child stars under the age of 1 to speak, even if they make a sound. First, in order to protect the physical and mental health of minors, after all, child stars lack the ability to independently identify and think about new things. In one place, as long as they choose children to speak for them, businesses will earn more money, so the media will be more strictly censored, and businesses will try their best to avoid < P > Question 6: Why did the new advertising law come into effect on September 1, 215, rather than the original implementation time? Question 7: How do e-commerce companies deal with new advertisements? At least be careful not to be the first bird in the early stage. I don't know the strength of this advertising law yet! Just wait and see.
question 8: how should I write advertisements after the implementation of the new advertising law? There are a lot of extreme terms in the new advertising law, and it is impossible to remember every word clearly. If you are not careful, you will violate the new advertising law. I suggest you use the "New Advertising Law Assistant" to check whether there is any problem after you write the advertising language. This tool is free and easy to operate, which should help you.
Question 9: What aspects of the new advertising law implemented in 215 have been revised? Aspect 1: Drug advertisements should be marked with adverse reactions
The contents of drug advertisements must not be inconsistent with the instructions approved by the drug supervision and administration department of the State Council, and should be marked with taboos and adverse reactions.
In a word, it is necessary to further strictly regulate drug advertisements in order to ensure drug safety and protect patients' rights and interests.
Aspect 2: Non-pharmaceutical advertisements of health food shall not involve disease prevention
Health food advertisements shall not involve the functions of disease prevention and treatment, and shall not claim or imply that the advertised goods are necessary for health protection, and shall clearly indicate that "this product cannot replace drugs".
In a word, health food, like ordinary food, does not have the effect of treating diseases, and the illegal situation of health food advertising is serious in practice. Therefore, the third review draft has made a separate article on the advertising criteria of health food and made more targeted and strict norms.
Aspect 3: Drugs and health food advertisements are forbidden in the health column
Radio stations, television stations, audio-visual publishing units of newspapers and periodicals, and Internet information service providers are not allowed to publish advertisements of medical treatment, drugs, medical devices and health food in disguised form by introducing health and health preservation knowledge.
In a word, some media publish advertisements for drugs and health foods in disguised forms, such as health talks and health programs, which have caused damage to consumers' rights and interests from time to time. Special provisions in the law will effectively prevent unscrupulous merchants from "fooling" consumers.
Aspect 4: Advertisements of breast milk substitutes cannot be "posted" in public places
It is forbidden to publish advertisements of baby dairy products, drinks and other foods claiming to replace breast milk in whole or in part in mass media or public places.
In a word, breast milk is the most natural, safe and complete natural food for babies to grow up, and breast-feeding should be encouraged and promoted.
Aspect 5: Tobacco advertisements are prohibited in mass media and public places
Tobacco advertisements are prohibited in mass media or public places. The notice of relocation, renaming and recruitment issued by the producer or seller of tobacco products shall not contain the name, trademark, packaging, decoration and similar contents of tobacco products. Producers or sellers of tobacco products shall not use advertisements or public service advertisements of other commodities or services to publicize the names, trademarks, packaging, decoration and similar contents of tobacco products.
One sentence: Want to publish tobacco advertisements in disguised form through advertisements of other commodities or public service advertisements? This kind of behavior doesn't work either.
Aspect 6: Those who have endorsed false advertisements will be banned for three years.
Natural persons, legal persons or other organizations who have made recommendations in false advertisements and proved that they have been subjected to administrative punishment for less than three years shall not use them as advertising spokespersons.
You can't just answer an advertisement in one sentence. In order to protect the legitimate rights and interests of consumers, the responsibility of advertising spokespersons should be further strengthened and the endorsement activities should be more strictly regulated.
Aspect 7: Illegal advertising, or revocation of medical institution's practice license
If the circumstances of illegal advertising by medical institutions are serious, besides being punished by the administrative department for industry and commerce in accordance with this law, the administrative department of health may revoke the diagnosis and treatment subjects or revoke the practice license of medical institutions.
Interpretation in one sentence In fact, China's "Measures for the Administration of Medical Advertisements" has made relevant provisions on the advertising behavior of medical institutions; This rise to the legal level to increase penalties for medical institutions that illegally publish advertisements also shows the determination to strengthen the management of medical advertisements.
Aspect 8: Departments work together to control illegal advertisements
If the press, publication, radio, film and television departments and other relevant departments fail to deal with radio stations, television stations, newspapers, audio-visual publishing units with illegal advertisements according to law, the responsible persons in charge and the persons directly responsible shall be punished according to law.
In a word, the management of illegal advertisements requires the joint efforts of all departments. Besides strengthening supervision by the industrial and commercial departments, the media authorities such as press, publication, radio and television should also earnestly perform their supervisory duties on media activities.
how to ensure the enforcement and social awareness of the new advertising law? How to improve the level of advertising supervision and law enforcement according to the new Advertising Law? How will the new Advertising Law help mass entrepreneurship and innovation? How to cooperate with increasing the power of decentralization and deepening the reform of the commercial system? How can the new Advertising Law help innovative entrepreneurs to provide more policy opportunities and greater development space? At 1: on April 3th, 215, Zhang Guohua, Director of the Advertising Supervision and Management Department of the State Administration for Industry and Commerce, and Liu Shuangzhou, Vice President and Professor of the School of Law of the Central University of Finance and Economics, visited China * * * website to communicate with netizens online about the new Advertising Law and answer their concerns.
The new Advertising Law is big, but it is not easy to sharpen a sword in ten years.
Director Zhang Guohua of the Advertising Supervision and Management Department of the State Administration for Industry and Commerce first introduced that the advertising law promulgated 2 years ago was adapted to the advertising market at that time ... > >
question 1: after the implementation of the new advertising law, illegal advertisements have been generated.