Marketing promotion cannot break through the legal bottom line
Recently, a number of APPs have launched advertisements of “29.9 yuan top up with 100 yuan for phone bills”. Consumers will only receive discount coupons after clicking the link, or even recharge thousands of yuan in phone bills to enjoy certain discounts.
Such "pie-painting" marketing needs to arouse vigilance from all parties.
Needless to say, this type of marketing is false advertising and is not a new problem.
The main reason why consumers are repeatedly attacked is that false advertising is unpredictable and very hidden.
On major platforms, false advertisements generally have problems such as difficulty in verification, difficulty in obtaining evidence, and difficulty in supervision.
In fact, the relevant laws have clear provisions on restricting false advertisements, and there is no ambiguity.
The Anti-Unfair Competition Law clearly stipulates that advertising operators shall not act as agents, design, produce or publish false advertisements when they know or should know.
The Advertising Law stipulates that advertisers should be responsible for the authenticity of advertising content, and advertisements must not contain false or misleading content, and must not deceive or mislead consumers.
Platforms and merchants should be maintainers of benign order, not rule breakers.
In reality, some businesses deliberately blur the details and preferential conditions of their activities, which obviously constitutes fraud and violates consumers' right to know and fair trade.
Marketing promotion cannot break through the legal bottom line.
As a publishing platform, the relevant APP should be responsible for the authenticity of the advertising content, but it has repeatedly crossed the red line, which is harmful to the good Internet ecology.
It should be noted that one of the reasons for the lack of motivation of individual platforms to rectify false advertisements is that their profit model is closely related to advertising revenue.
Regardless of the type of advertising, as long as it can generate revenue, the platform wants to include it.
In addition to the questionable credibility of the advertisement itself, its pervasive push method is equally disturbing.
For platforms and merchants, the construction of business ethics is imminent.
Merchants should be based on integrity and win users with products and services.
Platforms should further standardize advertising slogans and strictly prohibit inducing consumption.
Of course, to solve problems in the Internet field, it is necessary to continuously innovate governance methods.
Relevant departments should make good use of new technologies such as artificial intelligence to accurately monitor violations and increase the coverage of digital supervision.
In addition, it is still necessary to continue to strengthen law enforcement and severely crack down on illegal institutions and the black and gray industrial chain.
Guo Cunju