China News Service, Hangzhou, November 5 (Reporter Hu Yixin) How can celebrities prevent illegal endorsements in commercial advertising?
How to avoid false endorsements?
What responsibilities should be fulfilled before, during and after the endorsement?
On the 5th, the reporter learned from the Zhejiang Provincial Market Supervision Bureau that the Bureau formulated and issued the "Compliance Guidelines for Star Commercial Advertising Endorsements" (hereinafter referred to as the "Compliance Guidelines"), which is the first time in the country to guide stars to regulate commercial advertising endorsements. Guidelines on behavior and preventing the risk of illegal and false endorsements.
It is reported that there are a total of 20 "Compliance Guidelines" issued this time, clarifying the basic principles that celebrity endorsement commercials should follow, sorting out the qualifications for celebrity endorsements, and detailing the civil liability and responsibility of celebrity endorsements. Actively cooperate with supervision and supervision, etc., should fulfill statutory responsibilities and social obligations, and enumerate the red lines in restricted areas that cannot be endorsed and specific content situations that must not appear in endorsement advertisements.
The "Compliance Guidelines" stated that celebrities must not make recommendations or certifications in advertisements that are prohibited by laws and administrative regulations such as medical treatment, drugs, medical equipment, and health food, and must not make recommendations or certifications for specific products or services in the name of professionals or beneficiaries. Recommend and prove.
In response to the phenomenon of "one-shock sale" in celebrity endorsement activities, the Compliance Guidelines emphasize that celebrities should follow up on the endorsement companies and products and services, and promptly take remedial measures when problems are found, and actively cooperate when problems arise. Relevant government departments investigate and actively assume corresponding civil liabilities in accordance with the law.
The "Compliance Guidelines" reminds that celebrity endorsement commercial advertisements should adhere to the principles of first experience, deep understanding, and later endorsement, to understand the basic situation of the goods or services to be endorsed, and to save relevant evidence of the experience process. For the products or services to be endorsed, symbolism should be avoided. Sexual use or the actual experience of the celebrity is replaced by the experience of other people such as relatives and friends.
At the same time, the celebrity should verify whether the content of the endorsement commercial advertising copy (sample, sample, script) designed and produced by the endorsement company or advertising operator is consistent with the actual situation of the endorsed product or service.
The relevant person in charge of the Advertising Supervision Department of the Zhejiang Provincial Market Supervision Bureau stated that although the "Compliance Guidelines" are not mandatory in the legal sense, they are based on the "Advertising Law" and the "Consumer Rights Protection Law" and other laws and regulations to comprehensively sort out the stars. The rights and obligations of endorsement of commercial advertisements and the compliance risks that need to be paid attention to, and guide stars to engage in commercial endorsement activities in accordance with laws and regulations.
The person in charge said that the release of the "Compliance Guidelines" will help celebrities reduce the compliance risk of advertising endorsements, guide celebrities to adhere to the correct orientation, practice socialist core values, spread positive social energy, and promote consumption upgrades and activate the market economy. , To play an active role in leading good trends.
In the next step, the Zhejiang Provincial Market Supervision Department will focus on the socialized publicity and guidance of the "Compliance Guidelines", strengthen the self-discipline awareness of celebrity commercial endorsements, and enforce law enforcement and rectification, strictly investigate and punish various illegal acts of celebrity commercial endorsements in accordance with the law, and vigorously rectify celebrities. Advertising endorsements are chaotic.
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