Shulou(Shulou.com)11/24 Report--

According to CTOnews.com on April 3, the Beijing Municipal Market Regulatory Administration issued the Compliance guidelines on Advertising endorsements of celebrities in Beijing, which explicitly prohibited 11 acts, such as exaggerating the efficacy of goods and carrying out commercial slander.

Scope of application:

Well-known artists, entertainment stars, Internet celebrities and other people and groups who have a certain influence in a certain field.

In addition to the promotion of commodities produced or sold by stars as advertisers, stars recommend or prove commodities or services through image display, language, words and actions in commercial advertisements, it shall be recognized as an act of advertising endorsement in accordance with the law.

Although the image of a star does not appear in a radio advertisement, if the name of the star is indicated and the commodity is recommended in the name of the star, the star shall be recognized as endorsing the advertisement. If a star promotes a commodity in an advertisement with the role of a film and television play, the star himself shall be recognized as endorsing the advertisement. In order to recommend and prove the goods, the stars introduce the goods in the process of participating in entertainment programs, talk shows and live webcasts, which constitute advertising endorsements.

An enterprise that falsely uses the name of a star or steals the image of a star for advertising shall not be regarded as an act of advertising endorsement.

Stars are not allowed to carry out the following activities:

It is not allowed to endorse products (including prohibited services) that are prohibited by law from producing or selling.

It is not allowed to endorse advertisements for unlicensed market entities or other enterprises that should be qualified for examination and approval but have not been approved.

Advertising endorsements for tobacco and tobacco products (including e-cigarettes) are prohibited.

Advertising endorsements for out-of-school training in primary and secondary schools (including kindergartens) and other education and training industries shall not be conducted.

Do not exaggerate the efficacy of the commodity.

Do not quote data that cannot be verified.

Commercial vilification of other business operators shall not be allowed.

Do not make misleading publicity about the price and preferential terms of the product.

It shall not directly or in disguise publicize asset management products, promise capital preservation and income protection, or imply capital preservation, risk-free, guaranteed income, etc., by means of predicting investment performance, etc.

It is not allowed to blindly promote low threshold, low interest rates and easy loans for loan-related financial products, causing misunderstandings among consumers.

Shall not violate the relevant provisions of other laws and regulations on advertising endorsements.

The original text of the announcement attached to CTOnews.com:

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