The advertisement of three squirrels was accused of being illegal. Around New Year's Day in 2022, three squirrels publicized the model's "squint makeup" in posters, which was considered as a deliberate attempt to vilify China people. Later, the "Red Scarf Youth Marketing" broke out, and three squirrel advertisements were accused of being illegal.
The advertisement of three squirrels was alleged to be illegal 1 1.2, and the "advertisement of three squirrels" once again caused controversy among netizens.
Some netizens pointed out that in the advertisement picture of "33 1 Brain Festival" previously released by three squirrels, the picture of two teenagers wearing red scarves was not in compliance, so they could not use the relevant information of young pioneers for advertising.
Some netizens also said that according to the regulations, advertisements must use standardized words, that is, simplified words, but traditional Chinese characters are used in the text.
In this regard, some netizens commented, "It seems that three squirrels really need to make up their brains."
Some netizens also questioned that "19' s advertisements have been turned over?" Didn't you notice it then? "
On March 20 19, three squirrels hosted the topic of "33 1 brain-nourishing festival", the contents of which cannot be viewed at present.
It is understood that on June 28th, 2005, the National Young Pioneers Working Committee issued "Several Provisions on the Production and Use of Team Flag, Team Emblem, Red Scarf and Leader Logo of Chinese Young Pioneers", which showed that the team flag, team emblem, red scarf, leader logo and its pattern of Chinese Young Pioneers should not be used for trademarks, commercial advertisements and commercial activities.
In addition, in 2020, the General Office of the Central Committee of the Communist Youth League and the Office of the National Youth Working Committee issued the Regulations on the Use and Management of the Red Scarf, Team Flag, Team Emblem, Team Committee (Captain) Logo and Team Song of Chinese Young Pioneers, which once again clarified the contents of the red scarf, team flag, team emblem, team Committee (Captain) logo and their patterns, names, team song names, lyrics and music scores. The enterprise name shall not be used or used in disguised form.
Shanghai Consumer Protection Committee commented on three squirrels' controversial advertisements: the aesthetics of the consumer circle should also keep pace with the times.
Previously, three squirrels caused great controversy because of the "squinting" makeup of the model in the poster.
Some netizens exposed the product posters of three squirrels in June 20 19+00. Due to the "squint" makeup of the model in the poster, some netizens think that the three squirrels are deliberately vilifying China people.
The three squirrels apologize: they didn't deliberately uglify.
On February 26th, 65438, three squirrels issued a statement in response: In response to some netizens' comments that some models on our product pages were not beautiful in makeup, and then questioned our company's relevant position, our company made the following explanation:
After investigation, the product was launched on June 20 19 and 10. The models on this page are from China, and their makeup is based on their personal characteristics, and they are not deliberately ugly.
We apologize for the discomfort caused by netizens' feedback that the model's makeup does not conform to the public's aesthetics, and have changed the page as soon as possible, and have arranged to check the pages of other products of the company to prevent similar situations from happening.
Three squirrels are domestic brands. As a local enterprise, for many years, we have been committed to serving the society and actively practicing social responsibility in helping agricultural poverty alleviation and rural revitalization.
Model response: I am born this way.
On February 27th, 65438, a man named @ Jingjing Jingjing Jingjing Jingjing Jingjing posted on the social platform that he was a model in the controversial advertisement picture of three squirrels. She said that this advertisement was shot in June of 20 19. "The eyes are really like this, because my personality and performance style were chosen as this advertising model. Nor did it deliberately shape any image that insulted China. "
For online comments, she expressed helplessness. "I don't know what I did wrong and suffered from this kind of cyber violence. I'm just an ordinary migrant worker, doing my job. My eyes are too small to be from China, right? "
Shanghai Consumer Protection Committee: The aesthetics of the consumer circle should also keep pace with the times.
In this regard, the Shanghai Consumer Protection Committee issued a document on the 27 th that the aesthetics of the consumer circle should also keep pace with the times. With the development of society and the iteration of consumption, merchants can only keep pace with the times, meet the new aesthetic needs of consumers and establish a cultural and emotional voice with consumers.
The advertisement of three squirrels was accused of being illegal. The squint of three squirrels is not over yet. Some netizens dug up the marketing copy released by three squirrels three years ago and pointed out that their advertisements were suspected of being illegal. It's really a wave of unrest. Three squirrels are doomed to be unhappy this new year.
Copywriting is suspected of breaking the law
According to the National Young Pioneers Committee's Regulations on the Flag, Emblem, Red Scarf, Team Leader identify production and Their Usage issued on June 28th, 2005, the flag, team emblem, red scarf, team leader logo and their patterns of Chinese Young Pioneers shall not be used for trademarks, commercial advertisements and commercial activities.
At the same time, the above marketing posters released by the three squirrels also violated the provisions of Article 58 of the Advertising Law. "If you use articles related to primary and secondary school students to advertise, you may face a fine of10 ~ 200,000 yuan. If the circumstances are serious, a fine of more than 200,000 yuan10,000 yuan may be imposed. "
In addition, advertisements must use standardized words, that is, simplified words, but traditional Chinese characters are used in the text.
Some netizens said, "Are all the advertisements of 19 translated?"
Although this is an advertisement for 19, it cannot be a reason for you to shirk your responsibility. 20 19 are these advertising laws not enforced? Don't you marketing creatives have any legal awareness?
It should be noted that the Internet has memories. Failure to abide by the law, business rules and mainstream aesthetics will eventually be punished.
Three squirrels were founded in 20 12, mainly engaged in nut products. At that time, the three squirrels adopted the mode of OEM+e-commerce, and quickly became the "explosion" of the nut industry with the help of Internet marketing. After several years of rapid development, by 20 19, its annual sales had reached1065438+73 million, making it the first snack industry enterprise to cross the threshold of 10 billion.
However, during the rapid development of the three squirrels, a series of problems also appeared.
Marketing has repeatedly overturned.
Around New Year's Day in 2022, three squirrels publicized the model's "squint makeup" in posters, which was considered as a deliberate attempt to vilify China people. Later, it was revealed that the poster of "Red Scarf Youth Marketing" was suspected of breaking the law.
Product quality problems occur frequently.
The three squirrels adopt the OEM mode, and the products are all produced by OEM. This kind of operation mode can well avoid the management risk of heavy assets, but there is also the risk that product quality management is out of control. On the black cat complaint platform, three squirrels * * * received a total of 1220 complaints, most of which were caused by product quality problems such as fur, insects, fur, unknown objects and even maggots in snacks.
High marketing expenses
The financial report shows that from 20 19 to 2020, the platform service and promotion expenses of the three squirrels will be 660 million yuan and 96 10/00000 yuan respectively. In the first three quarters of 20021,the company spent more than14.66 million yuan on sales. In order to get rid of the dependence on internet channels, the three squirrels began to vigorously lay out the offline market, but the effect was not satisfactory. 202 1 semi-annual report shows that the three squirrel alliance stores are open 199 and closed 122.
For three squirrels, the new year is full of crisis. If the existing problems are not improved in time, I am afraid that the haze will always hang over their heads.
The advertisement of three squirrels was accused of being illegal. Following the controversy caused by model makeup, three squirrels, a snack brand, were recently found to use logos such as "Young Pioneers" and "Red Scarf" in advertisements and traditional Chinese characters in propaganda slogans, which caused doubts. 65438+10.3, the customer service of three squirrels told Jim journalist that this is a poster from a long time ago, and the relevant information has been fed back to the higher authorities. At noon that day, three squirrels had deleted the related posters on the official WeChat account.
On 65438+ 10/day, some netizens in Weibo broke the news that the posters of three squirrels were suspected of being illegal. On the poster, two Young Pioneers wear red scarves, one is the Young Pioneers ceremony, and the other is holding a snack package of "5 years to prevent cheating and 3 years to replenish the brain". At the bottom of the poster is written in traditional Chinese characters, "The spring breeze of reform is blowing all over the floor, and there is nothing wrong with eating five or three more."
In this regard, some netizens said: "Always playing the edge ball is challenging the bottom line of consumers?" Some netizens joined the welfare group of the official flagship store of the three squirrels, saying: "I won't buy it again in the future."
65438+1On the morning of October 3, the customer service staff of three squirrels in official website told Jim that they had not received any information about this matter for the time being and would report the problems reflected by the reporter.
The staff of the official flagship store of Three Squirrels told Jim that this poster was advertised a long time ago, and the company would only advertise when the product was on sale. Now this product has been removed from the shelf. At 9: 00 a.m. on the 3rd, Jim journalist searched the official WeChat account of "Three Squirrels Shop" and found that the poster was still there. At about 1 1: 30 in the morning, the poster has been deleted.
Lawyer Chen Liang of Hubei Lv Hao Law Firm believes that the use of the image of the Young Pioneers and the logo of the red scarf in the poster violates the regulations on the use of the relevant logo issued by the National Committee for Young Workers, but it cannot be called an illegal act. According to the provisions of Article 14 of the Law of People's Republic of China (PRC) on Common Language and Characters, the characters used in signboards and advertisements shall be subject to the national common language and characters. Unless the traditional Chinese characters carried by historical sites and ancient buildings can be preserved or used, it is suspected that merchants use traditional Chinese characters in posters.
Lawyer Chen Liang believes that the punishment for administrative acts is time-sensitive. According to the provisions of Article 36 of the Administrative Punishment Law, if no illegal acts are found within two years, no administrative punishment will be given; Involving citizens' life, health and safety, financial security and harmful consequences, the above period is extended to five years. But this does not mean that businesses cannot take the initiative to rectify and apologize.
Previously, three squirrels issued Weibo Statement 202 1 65438+ on February 26th, saying that they had arranged to check other product pages of the company to prevent similar situations.