[People's livelihood and economic highlights] Internet advertising, the idea is not vulgar enough to come together?

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  Recently, a series of vulgar Internet advertisements by well-known companies have triggered criticism from netizens.

Experts pointed out that the Internet has more timeliness, faster transmission speed, and greater openness, which will objectively magnify the influence of vulgar advertising. It is recommended to strengthen the administrative guidance and supervision of Internet advertising advertisers, advertising operators, and advertising publishers. Relevant platforms earnestly fulfill their statutory advertising review obligations and consciously establish correct advertising guidance.

  Recently, in the Cotton Era, an Internet advertisement that was criticized by netizens for "vulgar marketing" and "deliberately vilifying women" caused public criticism, and then "overturned" again because of "braggering apology".

  This is not the first Internet advertisement to be accused of vulgarity.

Not long ago, JD Finance and other ads were criticized by netizens for publishing ads with questionable values.

  Relevant departments have been cracking down on vulgar advertisements for many years, but now Internet advertisements are frequently "overturned" due to vulgar content.

Why are these vulgar advertisements produced?

Why not stop after repeated bans?

Is the Internet a hotbed for them?

How to eradicate?

With these questions in mind, a reporter from the Workers’ Daily conducted an investigation and interview.

  Well-known corporate advertising "rollover"

  A young "woman" was followed by someone while walking alone at night. When the trailing person gradually approached, the "woman" took out the makeup remover wipes and wiped her face, turning around and instantly becoming a "man".

  This advertisement in the cotton era was interpreted by experts as: it is a malicious misinterpretation of women’s daily makeup behavior, and it is the result of being "punished" by netizens in the process of network dissemination.

  Just a month ago, two Internet advertisements of JD Finance were also regarded as vulgar and problematic by public opinion.

In one of the advertisements, the mother of a migrant worker on the plane was unwell, and the stewardess suggested an upgrade. Just as the migrant worker was embarrassed because of his embarrassment, a boss-like person persuaded him to borrow.

  Earlier, many well-known companies were questioned by netizens due to vulgar advertising.

Counting down, these well-known companies collectively "turned over" due to the value orientation of advertising last year, and most of their locations were on the Internet.

  Hao Xudong, a partner and lawyer of Beijing Xingzhu Law Firm, pointed out that these Internet advertisements violated Article 3 of the Advertising Law, which stated that “advertisements should be true and legal, and express advertising content in a healthy form, in line with the construction of socialist spiritual civilization and the promotion of China. The requirements of national outstanding traditional culture" and the provisions of Article 9 that "advertisements shall not hinder public order or violate good social customs; shall not contain ethnic, racial, religious, or gender discriminatory content".

  Some practitioners have low cultural and legal literacy

  Public information shows that vulgar advertising has been around for a long time, and the relevant departments have also cracked down on it for many years.

There used to be a beverage company’s advertisements with pictures of beautiful women with big breasts and the words "drinking from childhood to big" in order to achieve a pun effect...

  In recent years, from the state to the local level, market supervision departments have deployed multiple rounds of special actions to clean up and rectify vulgar, vulgar, and kitsch advertising.

The main points of the 2020 work of the Inter-Ministry Joint Conference on Rectifying False and Illegal Advertisements are also clear. It is necessary to clean up and rectify vulgar, vulgar and kitsch advertisements containing "soft and pornographic" content.

But Internet vulgar advertisements have been repeatedly banned, especially video advertisements.

  "Although in the traditional media era before the Internet, there were also vulgar advertisements, but the Internet is more time-sensitive, faster in spreading, and more open. Objectively, it will magnify the influence of vulgar advertisements." Professor, School of Advertising, Communication University of China, Said Zhang Xiang, vice president of the National Advertising Research Institute.

  Regarding the reasons why vulgar advertisements have been repeatedly banned, Zhang Xiang believes that from the perspective of advertising practitioners, on the one hand, it is due to a considerable number of practitioners who have low legal literacy and unintentional reasons such as ignorance. In public communication.

On the other hand, there are some practitioners who deliberately create vulgar advertisements in order to gain eyeballs, earn traffic, and pursue advertising and brand benefits, trying to beat the law, disregarding moral requirements and legal regulations.

  Some insiders bluntly say that the vulgar route is a crooked route chosen by a few companies in the early stages of their business to fight for the market.

Nowadays, well-known companies often use vulgar advertising to hype, reflecting that in the current pursuit of traffic, some practitioners are not high-quality creative enough, and they have come up with simple and rude ways to use vulgar content to attract attention.

This has exposed the lack of cultural literacy of some practitioners.

  Supervision faces challenges in terms of talents and technology

  "Vulgar advertising is harmful to social culture and social ethos, and it is also a challenge to the core values ​​of socialism. It must be strictly monitored." Zhang Xiang said.

  However, Internet advertising also faces regulatory challenges.

"The lack of corresponding talents and the society's insufficient awareness of the attributes of Internet media once led to the problem of insufficient supervision." Zhang Xiang said.

  “Advertising management generally insists on territorial management, while Internet advertising has a cross-regional nature.” According to analysis by Zhao Zhan, deputy director and lawyer of Beijing Yunjia Law Firm, the lack of clear judgment standards for vulgar advertisements has increased the difficulty of specific law enforcement.

  Hao Xudong said that the main manifestations of Internet advertisements are various electronic documents, which can be modified or deleted at will, which increases the technical difficulty of obtaining evidence and notarization.

In addition, some forms of expression are embedded in paid essays and consumer experience soft essays, which are highly concealed.

  "Supervision must be scientific, pertinent, and effective." Zhang Xiang explained that first of all, we must strengthen the construction of the talent team.

Second, we must deepen our understanding of the laws of Internet communication, especially the development of Internet technology, and enhance the enforceability of supervision.

  In 2016, the "Interim Measures for the Administration of Internet Advertising" was implemented.

Zhang Xiang believes that this shows that my country's Internet advertising management already has a talent team, and has management concepts and management methods that meet the requirements of new technologies.

  With regard to how to improve the level of Internet advertising supervision, Hao Xudong suggested that the administrative guidance for Internet advertising advertisers, advertising operators, and advertising publishers should be strengthened, and relevant platforms should be urged to fulfill their legal advertising review obligations and consciously establish correct advertising guidance.

At the same time, build an Internet advertising supervision and monitoring system and a monitoring network covering the entire Internet, and increase the training of law enforcement personnel on Internet knowledge and operational skills.

In addition, strengthen supervision and inspection, handle cases in strict accordance with the law, focus on and promptly investigate and punish cases of illegal advertisements, and publish typical cases of illegal advertisements in a timely manner to ensure that all tasks of the rectification action are implemented.

  Zhao Zhanzhu believes that the criteria for judging vulgar advertisements should be revised and improved in time based on new conditions.

In addition, the fight against vulgar advertisements cannot rely solely on supervision. The main responsibility of the Internet platform should be strengthened, and the platform should strengthen self-discipline and user management.

Du Xin

Du Xin