Explicitly prohibited

①It is prohibited to publish tobacco advertisements in mass media or public places, public transportation, or outdoors

②It is prohibited to Minors should send any form of tobacco advertisements

③Health food advertisements must not involve disease prevention and treatment functions

④Pop-up web page advertisements must be able to be closed with one click

The old advertising law only had seven advertising guidelines for goods and services, while the new advertising law increased this number to 17. Issues closely related to consumption, life, and health have all increased, and the relationship with consumers has become closer.

Real estate advertisements cannot make arbitrary promises

Newly revised regulations on real estate advertising in the "Advertising Law"

Article 26: Real estate advertisements and housing information should be true, The area should be expressed as the building area or the building area within the suite, and must not contain the following content

(1) Commitment of appreciation or return on investment;

(2) Achieving a certain specific goal with the project The time required by the reference object indicates the location of the project;

(3) Violation of national regulations on price management;

(4) Transportation, commerce, culture and education under planning or construction facilities and other municipal conditions.

This new rule is a shackle for many real estate planners or copywriters. In the future, when creating real estate advertisements, they will not be able to make many promises for the sake of publicity, and can only dance skillfully with the shackles on.

According to the regulations, it is estimated that in the future, "buying a house will give you qualifications for prestigious schools", "a certain subway line under planning is at your doorstep", "XX minutes from the Central Plaza business district" and other things that will be promoted or promised with future plans. Information may be banned; promotional words about appreciation or return on investment, such as "guaranteed profit from buying a house," "what percentage of return on buying a house," "payback in x years," etc., may also be stopped. Copywriters are mentally prepared to find another way.

Strict requirements for brand spokespersons

(*This part of the content comes from ifree blog)

In the new advertising law, there are a total of ***75 legal articles* **The spokesperson appears 12 times. Many of the existing advertising endorsement methods may no longer be applicable.

Are business owners who “carry salt for themselves” considered spokespersons

CEO Chen Ou makes a shining appearance in Jumei Youpin’s “I am Chen Ou, I speak for myself” Since then, it has become a trend for business owners to endorse their products. Gree Dong Mingzhu, Vanke Wang Shi, and SOHO China Pan Shiyi have all appeared in their own commercials. So the question is, does advertising for your own brand count as a spokesperson?

Analytical calculation. Article 2, Paragraph 5 of the New Advertising Law states that advertising spokespersons refer to natural persons, legal persons and other organizations other than advertisers who use their own names or images to recommend and certify goods and services in advertisements. The advertiser is the company that places the advertisement. As a natural person, it is natural for Chen Ou to serve as the advertising spokesperson. If he is willing, he can let the company pay him the endorsement fee.

Can drugs and health products still be endorsed by celebrities?

Looking for celebrity endorsements in advertisements for commonly used drugs such as cold medicines and antidiarrheal medicines has always been a common marketing technique, and health care products are also keen on this. But it is true that the exposure of some problematic products has hurt consumers and endorsed celebrities have also been tarnished. There have been calls for the cancellation of celebrity endorsements of drugs and health products for many years. Will it be implemented this time?

Parsing is expressly prohibited. Article 16 of the new Advertising Law states that advertisements for medical treatment, drugs, and medical devices shall not use advertising spokespersons to make recommendations or certifications. The Academy of Social Sciences stated in its analysis that these spokespersons cannot promote drugs in the image of medical research institutions, academic institutions, medical institutions, industry associations, professionals, patients or other advertising spokespersons. Needless to say, celebrities and celebrities cannot be used. Similarly, Article 18 stipulates that health care products cannot have spokespersons. Even if the advertisement states that "this product cannot replace medicine", it is also prohibited.

If you have never used the product, don’t think about becoming a spokesperson

In the past two years, it is not uncommon for male celebrities to endorse advertisements for women’s products. For example, Korean singer RAIN endorsed a certain female cosmetics. It's acceptable, but it's a bit outrageous that a few young men are endorsing women's menstrual products. I believe they have never used it, so how can they accurately express the function of this product? Can this kind of alternative endorsement still work?