Advertising monitoring by the General Administration of Market Supervision found that Jing Tian, an actor, was suspected of violating the relevant provisions of the Advertising Law by advertising related products of Guangzhou Infinite Health Technology Co., Ltd. After investigation, the company chose Jing Tian as its advertising endorsement for fruits and vegetables. The related fruits and vegetables are actually ordinary foods, and the company has no effective evidence to prove that they can prevent the absorption of oil and sugar.
Then, in Jing Tian, it should be known that ordinary foods are not allowed to publicize the efficacy of treatment and health care according to laws and regulations, and there is no effective way to verify the efficacy of endorsement products. It is still in violation of the relevant provisions of the Advertising Law to advocate that endorsement products have the efficacy of preventing the absorption of oil and sugar in their own names and images.
Jing Tian's illegal income from the above advertising endorsement was 2.579 million yuan. According to Article 61 of the Advertising Law, Guangzhou Tianhe District Market Supervision Bureau imposed administrative penalties on Jing Tian, including confiscation of illegal income and a fine of 4,642,200 yuan, with a total fine of 7.22./kloc-0.20 million yuan.
In recent years, the endorsement of entertainment stars has often overturned, which has aroused great concern from all walks of life. Entertainment star advertisements and commercial endorsements are not only commercial activities to win returns for businesses, but also literary works to meet people's spiritual and cultural needs. Imagine that an excellent celebrity endorsement advertisement can effectively enhance the communication effect of advertisements, become a unique artistic creation pattern with artistic and aesthetic values, and realize a win-win situation among commercial value, artistic value and social value.
Then an illegal celebrity endorsement advertisement may not only amplify the damage to the goodwill of the enterprise because of the star effect, but also shake the public's literature and art. Therefore, literary stars engaged in advertising endorsement activities should not only adhere to the business logic of business, but also adhere to the literary ethics of being civilized people.
And obeying the law is the same bottom line of business logic and literary ethics. In order to pursue high profits and returns, it is really wrong to enlarge the publicity without stopping or refusing the illegal contents of commercial advertisements endorsed by oneself, let alone appearing.