There are new guidelines on how to publish advertisements in compliance. In order to further standardize the city's advertising activities and financial investment and financial advertising activities, the Municipal Market Supervision Bureau issued the Guidelines for Compliance of Advertising Behavior in Beijing and the Guidelines for Compliance of Financial Investment and Financial Advertising in Beijing.
First, unused products can't be used today.
The newly issued "Guidelines on the Compliance of Advertising Publishing Behavior in Beijing" clearly stipulates a series of hot issues such as how to audit and manage endorsement advertisements.
When advertising spokespersons recommend and certify goods and services in advertisements, they shall truthfully state that they comply with the provisions of relevant laws and administrative regulations, and shall not recommend or certify unused goods or services. Minors under the age of ten shall not be used as advertising spokespersons.
For endorsement advertisements, it is also necessary to examine whether the spokesperson has endorsement qualifications. The spokesman should hold the approval document of advertising endorsement. A natural person, legal person or other organization that makes recommendations in false advertisements and proves that it has been subject to administrative punishment for less than three years shall not act as an advertising spokesperson. According to the relevant person in charge of the Municipal Market Supervision Bureau, the administrative law enforcement department will promptly push the celebrity's false illegal endorsement records to the National Credit Information Sharing Center, and make them public through the "Credit China" website for the public to inquire by themselves.
Two, shall not publish advertisements for off-campus training in primary and secondary schools.
There are many guidelines and norms in "Guidelines for Compliance of Advertising Behavior in Beijing", which are intended to "protect minors".
For example, advertising activities should not be carried out in primary and secondary schools and kindergartens, and advertisements should not be published or disguised by using articles and places that primary and secondary school students and children must use or often contact in their study and life, except for public service advertisements. Advertisements for medical treatment, medicines, health food, medical devices, cosmetics, alcohol, beauty, etc. aimed at minors and online game advertisements that are not conducive to the physical and mental health of minors shall not be published in the mass media.
Advertisements for goods or services of minors under the age of 14 shall not contain contents that induce them to ask their parents to buy the advertised goods or services, which may lead them to imitate unsafe behaviors. The Guidelines for Compliance of Advertising Publishing Behavior in Beijing also specifically stated that advertisements for off-campus training for primary and secondary schools and kindergartens should not be published.
Third, don't deceive and induce users to click on advertisements.
Internet advertising must follow seven special principles. The use of the Internet to publish and send advertisements shall not affect the normal use of the network by users. Advertisements posted in the form of pop-ups on Internet pages should be marked with a closing sign to ensure one-click closing. Do not cheat users to click on advertising content.
In addition, without the user's consent or request, advertisements or advertising links shall not be attached to the e-mail or Internet instant messaging information sent by users, and Internet advertisements shall not be sent to their vehicles, navigation equipment, smart home appliances, etc. Users are not allowed to insert advertisements when searching government service websites and related applications.
When publishing Internet advertisements with links, we should check the advertising content in the next link and take measures to prevent the linked advertising content from being tampered with. In case of tampering, the real name, address and effective contact information of the subject of illegal advertising activities should be provided in time.
Four, financial advertisements should clearly indicate the cooperative institutions.
According to the Compliance Guidelines for the Issuance of Financial Investment and Financial Management Advertisements in Beijing, financial investment and financial management advertisements must not contain false or misleading contents, promote unrestrained consumption and luxurious lifestyles, and induce audiences to accept inappropriate financial products and services. There are obvious and easy-to-understand tips or warnings about possible risks and risk responsibilities, and the words "investment is risky, so be cautious when entering the market" are clearly marked.
Investment and financial management advertisements shall not promise future effects, benefits or relevant information, and shall not express or imply capital preservation, risk-free or guaranteed benefits. Financial institutions shall not confuse the advertisements of products sold on a commission basis with their own products, but shall clearly indicate the name of the cooperative organization, and declare that "this product is issued and managed by an organization (cooperative organization), and the cooperative organization shall not bear the responsibility for investment, redemption and risk management of the products". In addition, financial investment and financial management advertisements shall not contain such contents as "recommendation by academic institutions" and "investor certification", and shall not use the names or images of academic institutions, trade associations, professionals and beneficiaries for recommendation and certification.
For financing loan advertisements, false promises such as "college students can borrow money", "they can borrow money with their ID cards" and "black credit households can also borrow money" shall not be published. Without the consent or request of financial consumers, they shall not send advertisements to their houses and vehicles. , nor shall they send advertisements to their fixed telephones, mobile phones or personal e-mails by calling or sending electronic messages.