As early as during the epidemic, many e-commerce platforms took advantage of Academician Zhong Nanshan’s traffic and illegally sold peripheral products related to him for personal gain. The author believes that this kind of behavior not only hurts public sentiment, but also touches the bottom line of morality and law.

According to the provisions of my country’s Advertising Law, any advertisement that deceives or misleads consumers with false or misleading content constitutes false advertising. In this incident, the company used the slogan "Listen to Academician Zhong Nanshan and drink milk! Enhance immunity!" to fabricate right and wrong and make false propaganda, which not only disrupted the order of market management of corporate advertising, but also led the public to correct consumption. cause adverse effects. If every company illegally promotes false advertising, aside from the impact on social market harmony, consumers' trust in advertising will also deteriorate.

In addition, without the permission of Academician Zhong Nanshan, the mall made a cartoon image of Academician Zhong Nanshan on a signboard for publicity, and used celebrity traffic to gain attention and expand marketing. Of course, it is true that companies want to promote and expand their camps, but the mall's behavior has seriously violated the celebrity's portrait rights. Whether it is a company or an individual, it is not a fault if they like to worship idols and want to rely on celebrity effects to expand publicity, but copyright awareness must keep up. If you blindly expand marketing by leveraging celebrity traffic without looking for appropriate publicity methods, not only will you lose the market, but you will also lose consumers' trust in the company.

There is no doubt that false publicity based on the popularity of celebrities should be punished and severely punished. However, our focus should be on how to make "punishments" effective and how to punish similar illegal behaviors. The "punishment" was completely punished. Relevant departments may wish to take action and take effective measures to prevent similar things from happening again.