Advertising vocabulary with extremely high legal risks

The latest, the most advanced, the highest, the lowest, the most, the cheapest, the latest technology, the best, the biggest, the best, the most fashionable, Most popular

The most portable, the most realistic, the best, the best, the best-selling, the best-selling, the strongest, the most effective, the most affordable, the most professional, the hottest, and the safest,

The freshest?, the latest invention, the latest science, the latest technology, the cutest, the best in the world, the strongest, the best value, the greatest, the healthiest

Ads with relatively high legal risks Vocabulary

The first, the first, the only, the only, the first choice, the top, the national product, filling the domestic gap, top, unprecedented, famous brand, peak, peak, bargain hunting, extreme, best?, the whole network Sales number one, trump card, sales champion, NO1\Top1, ultimate, permanent, leading brand, unique, unique, unprecedented, omnipotent, absolute, big name, accurate, leading brand, one of the world's top X brands, one of the country's top X brands 1. 100% repeat customers, 100% weight loss, international quality, national level, world-class, top quality, first in the country, world leading, well-known trademark, Chinese famous brand? Crown, King of Taobao, unprecedented, top brand, insurmountable, unique, world-class

You can write it but you need a certificate (many merchants cannot provide relevant certificates, so you need to use it according to the actual situation)

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First, first, gold medal, exclusive, global debut, first on the entire network, leading, first, famous trademark,

Words with many complaints and high legal risks at present:< /p>

The first, the only, the first choice, the top, the national product, filling the domestic gap, the top, the latest, the most advanced, the unprecedented, the famous brand, the pinnacle, the peak, the bottom, the extreme, the first sales volume in the entire network, ace, Sales champion

NO1\Top1, ultimate, permanent, leading brand, unique, unique, unprecedented, omnipotent, highest, lowest, most, cheapest, latest technology, best, largest, best, most Fashion, the most popular, absolute, big name, accurate, leading brand, one of the world/national X major brands, 100% (except if 100% certification provided by the relevant quality inspection agency can be provided), international quality, national First-class, world-class

The best, the first in the country, the world's leading, well-known trademark, China's famous brand? , the first and famous trademark;

1. Relevant requirements applicable to all categories of goods: (Ctrl+f searches the current page to query the corresponding keywords)

(1) Not allowed Use absolute language or expressions on product packaging or promotional pages.

1. The "Advertising Law" and the regulatory authorities expressly prohibit the use of: superlative, national, best, top, best, first brand;

2. Containing absolute The meaning of the word cannot be proved by objective evidence. It is recommended not to use: unique, top, omnipotent, first, lowest, sales + champion, bargain hunting, the most, the highest, the first in the country, extreme, first choice, unprecedented, absolute, largest, world Leading, only, pinnacle, pinnacle, latest invention, most advanced, etc.

(2) The words and patterns of "well-known trademarks" and "Chinese famous brands" are not allowed to be used on product packaging or promotional pages, as shown below:

(3) The words "well-known trademarks" and "Chinese famous brands" are not allowed to be used on product packaging or promotional pages. Or use or use in disguised form the flag, national emblem, national anthem, military flag, military emblem, and military song of the People's Republic of China on promotional pages; the names of state agencies and state agency staff are not allowed to be used or used in disguised form.

(4) It shall not contain obscenity (sensitivity), pornography (words), gambling, superstition, terror, violence; nor shall it contain nationality, race, religion, gender discriminatory content.

(5) Advertisements for medical treatment, medicines, medical equipment, and health food shall not use advertising spokespersons for recommendation or certification; minors under the age of ten may not be used as advertising spokespersons.

(6) Except for advertisements for medical treatments, drugs, and medical devices, any other advertisements involving disease treatment functions are prohibited, and medical terms or terms that are likely to confuse the products being promoted with drugs or medical devices are not allowed.

(7) Any citations such as data, statistics, survey results, abstracts, quotations, etc. used in advertisements must be true and accurate, and the source must be indicated. If the cited content has an applicable scope and validity period, it should be clearly stated.

(8) In promotional activities, please use the word "original price" with caution. "Original price" refers to the lowest transaction price with a transaction note that the operator has completed on this trading venue within the seven days before this promotion. Price; if there is no transaction within the first seven days, the last transaction price before this promotion will be used as the original price.

(9) Operators who conduct promotional activities by comparing prices with other operators or other sales formats shall accurately indicate the meaning of the compared prices, and be able to prove that the marked compared prices are true and well-founded . Otherwise, it constitutes price gouging. 2. In addition to the requirements of Article 1, food products must also pay attention to the following requirements:

(1) Food products shall not use “national inspection-free products” on their product packaging or promotional pages. Words and patterns

(2) Advertisements shall not use terms that are confusing with drugs, shall not directly or indirectly promote the therapeutic effect of food, nor shall they express or imply the therapeutic effect of the food by promoting the effect of certain ingredients. effect.

Example: It has preventive and therapeutic effects on...?diseases; it has the effects of strengthening and regulating the myocardium, dilating blood vessels, increasing coronary blood flow, improving heart vitality, lowering blood pressure and cholesterol, and softening blood vessels... ..., anti-tumor..., allowing tumor patients to recover... etc.

(3) It shall not express or imply that it can replace breast milk; the names or images of medical institutions or doctors shall not be used; if food advertisements involve specific effects, the names or images of experts or consumers shall not be used as proof.

(4) Advertisements for food, new resource foods, and special nutritious foods shall not promote health-care functions, nor may they express or imply their health-care functions by promoting the effects of certain ingredients.

The following is the functional scope of health food. Without obtaining a health food batch number, the following words and synonyms cannot be used:

1. Enhance immunity;

2. Auxiliary Lower blood lipids;

3. Assist in lowering blood sugar;

4. Antioxidant;

5. Assist in improving memory;

6. Relieve visual fatigue;

7. Promote lead excretion;

8. Clear throat;

9. Assist in lowering blood pressure;

10 , Improve sleep;

11. Promote lactation;

12. Relieve physical fatigue;

13. Improve hypoxia tolerance;

15. Lose weight;

16. Improve growth and development;

17. Increase bone density;< /p>

18. Improve nutritional anemia;

19. Auxiliary protection against chemical liver damage;

20. Remove acne;

21. Remove chloasma;

22. Improve skin moisture;

23. Improve skin oil content;

24. Regulate intestinal flora ;

25. Promote digestion;

26. Laxative;

27. It has auxiliary protective function against gastric mucosal damage.

Revised

The "Advertising Law of the People's Republic of China" was adopted by the Tenth Session of the Standing Committee of the Eighth National People's Congress of the People's Republic of China in 1994 Adopted on October 27, 2017, it is hereby promulgated and shall come into effect on February 1, 1995.

On the afternoon of April 24, 2015, the third draft of the revised Advertising Law was voted and approved at the 14th meeting of the Standing Committee of the National People’s Congress. The voting draft adds a new provision that stipulates that those who use the Internet to publish advertisements without clearly indicating a closure sign to ensure one-click closure will be fined not less than 5,000 yuan but not more than 30,000 yuan.

The new advertising law clarifies that no unit or individual may send advertisements to the person's residence, transportation, etc. without the consent or request of the person concerned, nor may they send advertisements to the person by means of electronic information. Advertisements published in the form of pop-ups and other forms on Internet pages should be clearly marked with a closing sign to ensure one-click closing. Violators will be fined not less than 5,000 yuan but not more than 30,000 yuan.

On the afternoon of April 24, 2015, the Standing Committee of the 12th National People’s Congress voted to pass the newly revised Advertising Law.

The new law clarifies that advertisements must not contain false or misleading content, and must not deceive or mislead consumers. It is prohibited to publish tobacco advertisements in mass media or public places; it is prohibited to use advertisements for other goods or services and public service announcements to promote tobacco product names, trademarks, etc.

Reference material: Advertising Law of the People’s Republic of China