Recently, CCTV's "Life 315" program exposed another TV shopping advertisement endorsed by a celebrity, and the authenticity of celebrity-endorsed advertisements has once again attracted people's attention.
Advertising to cure rhinitis, big stars can fool
For a period of time, a program called "Healthy Life" has been in the eyes of many consumers across the country. In this 10-minute studio interview program, actor Zhang Guangbei (played Chu Yunfei in "Bright Sword") told us that he used to suffer from rhinitis, eating and sleeping badly, and then he used a product called "Jian Erma rhinitis treatment instrument", and his rhinitis was cured.
"After I used it, I felt like a person walking in the dark suddenly saw the sunshine." In the advertisement, Zhang Guangbei gave a very high evaluation to the effect of "Jian Erma rhinitis treatment instrument", and he also said that the original also used a lot of medicine, so that after the end of the tube for an hour or two. Can make this medicine, the next day a day feel is through, "so, I feel, this Jian Erma rhinitis treatment instrument is really useful. Now I have no rhinitis at all. I really want to thank Jianlma Rhinitis Treatment Instrument!"
The star's "upright" image attracts consumers
Zhang Guangbei's account of the rhinitis sufferers, Ms. Liu of Mudanjiang City, Heilongjiang Province, is one of the impressed.
Mrs. Liu told reporters that when she was young, she worked in the northeast forest, long-term labor in the cold outdoors, the nose is often frozen red, and snot flow, symptoms and not timely treatment, and then slowly evolved into a rhinitis, accompanied by nasal ulcers, more than two decades, she was y tormented by rhinitis. After watching the advertisement of Jian Er Ma rhinitis treatment instrument, she felt that the hope of curing her rhinitis had come.
"I feel like I've seen a savior, and I've watched his movies and I've admired him. People are very upright, because people in the 70s and 80s really don't lie, so it just feels especially real." Therefore, Ms. Liu purchased the Jian Er Ma rhinitis treatment instrument.
Blood clots appeared after use
Three days later, Ms. Liu received the rhinitis treatment instrument. In accordance with the instructions, the use of a small cotton swab dipped in conductive liquid into the nostrils, electrified for 15 minutes on the line. Ms. Liu can not wait to start using. "This make quite suffer, this sneezing, a hard, the whole tears and snot a hard more than 20."
This time, Ms. Liu thought of another paragraph described by Zhang Guangbei in the advertisement: the first time I tried, this snot flowed like the opening of a reservoir, a streak of outflow!
"People Zhang Guangbei also said that when you use the snot and tears and so on, I think it's just right." Ms. Liu thought, this handful of snot and tears is the right symptom, people do not say on the advertisement "runny nose is detoxification", then use it.
While it didn't work as advertised, Ms. Liu continued to use it according to the instructions with hope. When she insisted on using it until the eighth day, something unexpected happened - a large blood clot appeared when she got up in the morning and blew her nose.
Mrs. Liu said she had seen small blood clots when she blew her nose before, but never a big one like this! She rushed to call the customer service number of Jian Erma Rhinitis Treatment Instrument, and the other party told her to stop using it for a week and continue to use it.
So Ms. Liu stopped using the Jian Er Ma rhinitis treatment instrument, and the blood clots are gone.
After a week, Ms. Liu continued to use it. The new problem came again, "the eye began to hurt, just feel a blood vessel pain. I just used it for 10 minutes and couldn't take it anymore, I felt my heart beating faster."
Mrs. Liu didn't dare to use it again, she dialed the customer service number of Jian Er Ma again and asked for a refund, but she was refused. Ms. Liu wanted to forget about it, as 480 yuan to buy a lesson.
Customer service calls to persuade to continue to buy drugs
But Ms. Liu's abandonment did not bring the matter to an end.
The customer service agent called again, persuading Ms. Liu to spend 80 yuan to buy the medicine and then continue to use it. Ms. Liu said this time, "I won't even use it if you give it to me for nothing."
The rhinitis was not cured, but caused a series of phone calls to promote the drug, Ms. Liu really feel tired. In fact, Ms. Liu does not know, in her use of Jian Erma rhinitis treatment instrument, there are a number of consumers and she has a similar experience. Ms. Tang, a teacher in a middle school in Beijing, and many other consumers in Jiangsu, Hubei, Gansu and other places were also impressed by the advertisements and purchased the Jian Er Ma rhinitis treatment instrument. However, the effect of using it made them very disappointed.
From "electrical stimulation" to "delivery of drugs"
According to the medical device approval number on the product box, Hebei Pharmacopoeia (quasi) word 2003 No. 2260027, the reporter logged on to the State Food and Drug Administration website. The search found that this license number corresponds to the product name is "microcomputer rhinitis treatment instrument" (nose special pass).
"Jian Er Ma" is only a trademark of this instrument. From the drug regulatory department approved the performance of the product structure and composition, can not see this "microcomputer rhinitis therapeutic instrument" is equipped with what liquid, drugs, but "through the special nasal electrode will be stimulated by the electrical stimulation of direct action on the nasal mucosa and the external nasal cavity related points".
The reporter found in the drug regulatory department, "the electrical stimulation directly on the nasal mucosa", in the advertisement has become "send out the biological import signal, the drug delivery to the inflammation of the place". On the surface, the change is only a few words, but the reporter to consumers to understand the use of the process found that the change of these words really have a mystery.
From the sales ads, and this rhinitis treatment instrument supporting the use of a bottle of conductive liquid and a bottle of spray. After the conductive liquid is used up, the salesperson will chase the patient to buy.
What is the so-called liquid recommended by the sales staff to the patient? This is how the advertisement recounts: these drugs it imports are extracts of plants, which do not cause any damage to the human body.
The reporter consulted, customer service staff is this explanation: the main component of the drug is BIT gene enzyme, can be sent directly to the depth of the lesion, play the role of anti-inflammatory sterilization, repair of nasal mucosa.
Medical doctors have not heard of the "new invention"
Liu Zhongqi, Peking University Third Hospital, clinical doctor, deputy chief physician, has been engaged in 20 years of clinical work in the ear, nose and throat, head and neck surgery, and has won a number of national and provincial scientific research projects.
For the "BIT gene enzyme", Liu Zhongqi said: "I myself is engaged in genetic research, BIT gene enzyme I have never heard of, in the academic journals I have not seen, so what exactly is an ingredient I am not sure. Conductive liquid bottle packaging does not write the active ingredient of the drug, which is not standardized a practice."
Conductive fluid labeled with the approval number is "microcomputer rhinitis therapeutic instrument" of Hebei medical equipment quasi-nominal, but this rhinitis therapeutic instrument approved content, but did not indicate that it is equipped with what conductive fluid.
The bottle of spray with the use of the active ingredient is benzalkonium chloride and sodium chloride, an ordinary topical antimicrobial agent only.
In the State Drug Administration's website, "microcomputer rhinitis therapeutic instrument" video ads only 85 seconds, all the narration, there is no Zhang Guangbei used how effective content and diversion of toxins, not to mention no one out to say what efficacy.
The identity of the patent inventor is a mystery
The advertisement says that Yan Yijie, a rhinitis expert of the Chinese Academy of Otorhinolaryngology, invented the Jian Erma rhinitis treatment instrument in 2005, which won the Asian Technological Innovation Award, and is known in the industry as a brand new breakthrough in the field of rhinitis.
However, from the State Intellectual Property Office website can be found, the product shows the patent number corresponds to "a nasal holographic acupuncture point drug-conducting electrodes", and, the patent inventor column does not have a person called Yan Yijie.
The advertisement mentioned that Prof. Yan is an expert of the Chinese ENT Society, but the reporter learned from the Ministry of Civil Affairs and the Ministry of Health that there is no such Chinese ENT Society.
The reporter also found Huang Zhigang, head of the ENT Head and Neck Surgery Branch of the Chinese Medical Association. Huang Zhigang said the Chinese Medical Association's list of experts does not have this Professor Yan.
(Editor: Jin Fengjie)[I say two sentences]