While vulgar marketing achieves rapid "out of the circle" and obtains huge traffic, it also affects the business environment and social atmosphere to a certain extent.

How should we govern this marketing method, which is at the expense of social interests and disregards social order and good customs?

　　Last week, a survey of 2,005 respondents released by the China Youth Daily Social Survey Center (wenjuan.com) showed that 69.4% of the respondents believed that vulgar marketing would cause unfair competition and would be detrimental to The development of market regulation, 68.3% of the respondents believe that it will affect the social atmosphere and have a negative impact on minors.

In this regard, 79.6% of the respondents called for strengthening the governance of vulgar marketing.

69.7% of the respondents believe that businesses cannot apologize for vulgar marketing.

　　69.7% of respondents believe that businesses cannot apologize for vulgar marketing

　　Wu Hao, a post-90s generation working in Beijing, believes that the reason why vulgar marketing is considered vulgar by the public must be unhealthy because it does not conform to the basic social values. At least the group of teenagers and children, these vulgar advertisements will have a negative impact on the formation of their values, "the popularity of this vulgar marketing will destroy the overall atmosphere of society".

　　Zhang Mingjun, born in the 1990s, works in a publishing company in Nanjing. He feels that this kind of vulgar marketing will undermine fair competition in the market. "If the punishment is not effective, or if the public remains silent, more businesses will flock to it."

　　The survey shows that 69.4% of the respondents believe that vulgar marketing will cause unfair competition and is not conducive to the development of market norms, and 68.3% of the respondents think that it will affect the social atmosphere and have a negative impact on minors.

Others include: destroying the brand image of merchants, being abandoned by consumers (53.6%), possibly involving false propaganda and damaging consumer rights (40.9%).

　　Professor Chen Bing, a doctoral tutor at Nankai University Law School and director of the Justice and Society Research Center, pointed out that vulgar marketing has many adverse effects, of which there are two most important points. Second, other companies may adopt the same marketing strategy after seeing the benefits of vulgar advertising, forming a vicious circle. "This is also the reason why vulgar marketing appears in large numbers."

　　After vulgar marketing has caused controversy, many businesses will issue apologies to admit their mistakes. According to the survey, 69.7% of the respondents believe that businesses cannot apologize for this.

　　After 1995, Wang Anran did not approve of the businessman's practice of apologizing, "An apology based on a statement is too weak compared to the benefits it has obtained, and when the heat of this matter passes, it is very likely that it will be committed again. ".

Wang Anran believes that merchants should take specific measures to reflect the sincerity of rectification, rather than simply issuing an apology to end the matter.

　　79.6% of the respondents called for strengthening the governance of vulgar marketing

　　Wang Anran believes that in addition to the sincerity of businessmen to show rectification, there must be specific measures to rectify the phenomenon of vulgar marketing.

For example, to improve relevant laws and regulations, to define this kind of vulgar marketing, which is trolling and wandering in the gray area, and the relevant departments will notify and criticize the merchants and products of vulgar marketing, so as to play a deterrent effect.

　　In the survey, 79.6% of the respondents called for strengthening the governance of vulgar marketing.

　　Wu Hao felt that the relevant platforms should also take certain responsibilities, "Platforms should implement supervision and audit responsibilities, and deal with merchants' vulgar marketing products in a timely manner. operating a blacklist".

　　Chen Bing believes that curbing vulgar marketing needs to be strengthened from both legislation and law enforcement.

In terms of legislation, the first thing to do is to increase the amount of fines, at least to ensure that companies do not gain profits from vulgar marketing.

Secondly, it is necessary to issue corresponding supporting regulations in a timely manner to clarify what constitutes obscene pornography and what constitutes a violation of public order and good customs.

In terms of law enforcement, improve the efficiency of law enforcement.

In order to prevent vulgar marketing from gaining profits, it is necessary to increase the amount of fines on the one hand, and to prevent it from gaining negative popularity on the other hand. This requires law enforcement departments to be keen, quick, and timely to respond to avoid large-scale expansion of bad marketing.

"Increasing efficiency requires law enforcement departments to strengthen supervision, combine online and offline supervision, continuously improve supervision capabilities, and build an all-round, multi-level, and three-dimensional supervision system."

　　In the survey, the respondents' suggestions for rectifying vulgar marketing include: increasing the punishment for vulgar marketing (72.1%), further clarifying the bottom line and boundaries of commercial marketing (66.8%), and strengthening market supervision and review (64.6%). ), consumers establish awareness of rights protection, have "zero tolerance" for vulgar marketing (58.2%), and businesses stick to the bottom line and maintain brand image (36.4%).

　　Zhang Mingjun feels that netizens are not surprised by this kind of vulgar marketing advertising. "Some people even regard it as a form of entertainment and think it is harmless, but it also encourages the emergence of vulgar marketing to a certain extent."

Zhang Mingjun feels that for the public, on the one hand, it is necessary to improve their own aesthetic taste, and on the other hand, they should have a "zero tolerance" attitude towards vulgar marketing, so that vulgar marketing will lose the soil for growth.

　　Among the respondents, 40.0% were male and 60.0% were female.

The post-00s accounted for 24.7%, the post-90s accounted for 44.1%, the post-80s accounted for 25.9%, and the post-70s accounted for 4.7%.

　　China Youth Daily and China Youth Daily trainee reporter Wang Zhiwei Source: China Youth Daily

　　April 21, 2022 Version 10