2013 is the first year to implement the spirit of the 18th National Congress of the Communist Party of China. In order to further enhance the sense of responsibility and mission of advertising supervision, we will severely crack down on commercial fraud that uses false and illegal medical advertisements to deceive and mislead consumers. , further rectify and standardize the order of the advertising market and promote the healthy development of the city's advertising industry. According to the provincial bureau’s work arrangements for 2013 and combined with the actual work situation of our bureau, it is planned to carry out rectification activities against false and illegal advertisements in the city from mid-March to mid-June. To this end, the following plan has been formulated:?

1. Work objectives

Through this special rectification work, we will accelerate the improvement of the advertising supervision system, enhance dynamic monitoring capabilities, and form a government supervision, industry The work pattern of self-discipline and social supervision will effectively maintain the civilized and honest advertising market order, create a good business environment, and promote the harmonious and healthy development of our city's advertising industry. ?

2. Key points for rectification?

1. Medical advertising: radio and television medical information services, and TV shopping services. When doctors, pharmacists, experts and other professionals are used as special guests to conduct health lectures, they are not allowed to promote cure rates and effectiveness in the program;

Medical methods that are not generally recognized and adopted by the medical community are not allowed to be promoted;

The content of on-site or hotline communication between experts or doctors and patients or their families shall not be broadcast;

The address and contact information of the introduced medical institution shall not appear. ?

2: Medicines and health food advertisements: publishing false medicines and health food advertisements in the form of news to mislead consumers;

Using patients and consumers in medicine and health food advertisements The names and images of authors and experts are used as proof, especially the behavior of using the names and images of public figures, patients, consumers, and experts as proof;

The act of exaggerating the functions and ensuring the efficacy of drug advertisements;

Health food advertisements promote therapeutic effects;

Drug advertisements do not clearly indicate the common name.

3. False publicity in the name of store decoration, factory price direct sales, clearance processing, season change (change of industry, production) loss processing, price reduction, discount, discount, big sale, etc., to make consumers mistakenly think that the price is cheap. ?

4. Make certain promises to consumers in the form of prizes, gifts, profit sharing, guaranteed returns and exchanges, etc., to achieve the purpose of stimulating consumption, and the content of the advertisement has relevant additional conditions, actual conditions, etc. The quantity, quality, and price of the delivered prizes and gifts are inconsistent, or the promises are not fulfilled at all. ?

5. False credibility propaganda. The first is to take advantage of people's psychology of recognizing brands and shopping. In addition to various corporate marketing information release activities with a rating nature approved by the law and the State Council, the use of ranking, recommendation, identification, ranking, random inspection, statistics, etc. Publish market survey results and other content that ranks or comprehensively evaluates companies and their products and services. The second is to violate objective facts and falsely claim in advertisements "well-known trademarks", "famous trademarks", "famous brand goods", "famous brands", "passed quality certification", "pollution-free products", "inspection-free products", " "Consumers trust the product", "Won the XX Award", etc. ?

6. False performance and function promotion. One is to describe the relevant characteristics of a certain product (service) using specialized terminology, mystical language, language indicating technological content, etc. that are difficult for the public to understand, causing people to misunderstand;

The second is to directly or Indirectly exaggerate the ingredients, quality, performance, uses, efficacy, etc. of promotional products (services). ?

7. False data propaganda. Advertisers fabricate product sales, ingredient content, market survey results, and data on performance and functionality out of thin air, or use vague and ambiguous data concepts to mislead the public. ?

8. Promote illegal promises in real estate advertisements. It includes commitments on value appreciation, return on investment, and handling household registration, employment, and further education matters for residents.

? 9. Advertising published without review or registration in accordance with the law. For example, advertising for drugs, medical devices, pesticides, seeds, veterinary drugs, tobacco, etc. may be published without being registered and issued an "Outdoor Advertising Registration Certificate" by the industrial and commercial administration department, and without being reviewed by the relevant advertising review authority in accordance with the law. ?

10. Advertisements for cosmetics and beauty services exaggerate their functions and make false propaganda. It mainly involves false propaganda about the effectiveness or performance of cosmetics, using guarantees in other people’s names or using hints to mislead people about their effectiveness, promoting the therapeutic effects of cosmetics or using medical terminology to mislead consumers;

Falsely exaggerate the effects of beauty services and use medical terminology to mislead consumers.

11. False and illegal advertisements published in disguised form through news reports or special editions, special issues, special programs, etc. ?

3. Remediation requirements?

1. All branches must unify their thinking, fully realize the importance of this rectification activity, strengthen the organization and leadership of the rectification work, and establish corresponding The leaders in charge of the organization will personally take charge of it and formulate practical implementation plans based on their own actual conditions to ensure that the rectification work is effective. ?

2. Give full play to the role of the advertising joint meeting and strengthen information communication among various departments. For cases with more prominent problems in law enforcement, strong public reactions, and greater social harm, joint inspections, joint notifications, case transfers, etc. should be adopted to increase management and punishment.

3. All branches must conscientiously implement Advertising supervision and management responsibilities: strictly control access to the advertising market, strictly control the conditions for issuance of business licenses, strengthen all-round supervision of advertisers, advertising operators, and advertising publishers, and curb the occurrence of illegal advertising from the source.

4. Each branch will summarize the rectification situation and report it to the Advertising Section of the Municipal Bureau at the end of June.