A typical case of exposure of illegal off-campus training advertisements in Shanghai
Huihong Education persuaded parents to make up the original price
Our Shanghai News (Reporter Liu Hao) Recently, the Shanghai Municipal Market Supervision Bureau announced the first batch of typical cases of false and illegal advertisements in 2022, involving Huihong Education to persuade parents, create anxiety, and Onli Education to falsify the original price and other illegal acts, with a maximum fine of 46.9 million.
It is understood that since August 2021, the Shanghai market supervision department has actively implemented the relevant "double reduction" work arrangements, carried out special rectification of off-campus training advertisements in conjunction with the education department, etc., and comprehensively cleaned up off-campus training institutions for primary and secondary schools (including kindergartens). Various off-campus training advertisements, including disciplinary and non-disciplinary), strengthened interview education and monitoring and inspection, and focused on investigating and punishing a number of illegal off-campus training advertisements that falsely promoted, exaggerated the effect of training, misled the public's educational concept, and caused parents' anxiety , a total of 67 illegal advertising cases were investigated and handled, and 2.942 million yuan was fined and confiscated.
The illegal advertising case of Shanghai Huihong Education Technology Co., Ltd.
The parties released building advertisements to promote "early bird and early appointment for summer high-scoring classes" and "earn high scores earlier than your classmates".
The content of the above advertisement violates Article 40, paragraph 2, item 1 of the Advertising Law: “Advertising for goods or services for minors under the age of 14 shall not contain the following content: (1) To persuade them to ask their parents to buy advertisements. goods or services".
The market supervision department ordered the parties to stop publishing illegal advertisements, eliminate the impact within the corresponding scope, and imposed a fine of 149,700 yuan.
The "Advertising Law" clearly stipulates that advertisements for minors under the age of fourteen must not contain content that persuades or requires parents to purchase the advertised goods or services.
The publicity content of the above advertisements creates anxiety among parents, misleads the public's educational concept, and violates the requirements of the "double reduction" policy.
The illegal advertising case of Shanghai Nanyang Onli Education and Training Co., Ltd.
The parties posted the admission advertisement of "2021 Junior High School Summer Vacation Class" on the gates of 63 communities in Shanghai and at the gates of multiple campuses, containing "399 yuan/3 languages for 2 hours/door | 10 days, 60 hours | Original price: 6,000 yuan" "Original price: 6,000 yuan for a 2-person group report for only 399 per person" and so on.
After investigation, the parties have never sold the above-mentioned courses at the above-mentioned original prices, and the behavior of the parties constituted false advertisements as stipulated in the second item of paragraph 2 of Article 28 of the Advertising Law.
The market supervision department ordered the parties to stop publishing advertisements, eliminate the impact within the corresponding scope, and imposed a fine of 469,000 yuan.
Some off-campus training institutions attract consumers by imagining the original price in advertisements, which has a substantial impact on consumers' purchasing behavior.
Such behavior seriously disrupts the normal operation of the market and the order of education management, and damages the legitimate rights and interests of consumers.
The illegal advertisement case of Shanghai Fudian Education and Training Co., Ltd.
The party published an experience-sharing article on the company's WeChat public account, "Interview with a Student with a Score of 624 in the College Entrance Examination: I studied like this in three years in high school", to serve the party's education and training in the name or image of Yao Mou, a student who has received education and training at the party. as a recommendation.
The above-mentioned behavior of the parties violated Article 24, Item 3 of the Advertising Law, “Education and training advertisements shall not contain the following content: (3) Use of scientific research units, academic institutions, educational institutions, industry associations, professionals, beneficiaries in the name or image to make recommendations or certifications”.
The market supervision department imposed a fine of 100,000 yuan on the parties in accordance with the law.
Training institutions select students with excellent academic performance (and the real performance status of a large number of students is unknown) to promote in advertisements, which is easy to mislead the majority of students and their parents.
Some institutions are keen to set up columns such as "star students", "student style", "employment stars", and "experience sharing" on the self-media to promote excellent students to be admitted to famous schools and obtain high-paying positions, etc., and induce students to participate in training, which violates the "Advertising Law". "Prohibits the use of the name or image of the beneficiary for recommendation and certification.
The illegal advertisement case of Shanghai Enjun Enterprise Management Consulting Service Co., Ltd.
The parties published "Post the transcript of the high school entrance examination!" on the self-operated public account "Bonuo Education"
The advertisement of "Bonuo Creates a Legend" contains the advertisement of "Join Bono, 140 points in English", which is an express guarantee for the English results of the senior high school entrance examination, which violates Article 24, paragraph 1 of the "Advertising Law". Education and training advertisements shall not contain the following content: (3) express or implied guarantee commitments for further education, passing examinations, obtaining a degree or qualification certificate, or the effect of education or training.”
The market supervision department ordered the parties to stop publishing illegal advertisements, ordered them to eliminate the impact, and imposed a fine of 40,000 yuan.
The effect of education and training is uncertain, and there is no guarantee that every student will get a high score.
Educational institutions use the promise of high scores or admission to prestigious schools as advertising content, which is a means of attracting registration, and cannot be guaranteed. It violates the "Advertising Law" on the prohibition of making guaranteed commitments to the effects of education and training.
Shanghai Shengyi Training School Co., Ltd. illegal advertising case
The parties are mainly engaged in composition training for primary and secondary school students. In order to attract students, the parties published advertisements on the self-operated WeChat public account, fictitious students "hundreds of thousands" and "students who have entered first-class schools at home and abroad", etc., exaggerating the effect of their education and training, one-sided Emphasizing the importance of the composition constitutes false advertising.
The market supervision department imposed a fine of 200,000 yuan on the parties in accordance with the law.
The Shanghai market supervision department reminds that off-campus training institutions should abide by the requirements of the state and Shanghai's off-campus training management policies, and consciously strengthen advertising control; mainstream media, new media, public places, residential areas, various billboards and online platforms, etc. Posting and not broadcasting off-campus training advertisements.
The Shanghai market supervision department will continue to carry out inspections of off-campus training advertisements to prevent training institutions from publishing academic training advertisements beyond the scope in the name of "quality development" and "thinking training", or "housekeeping services", "crowdfunding private education" and "research". We will release off-campus training advertisements in disguised names, and seriously investigate and deal with false and illegal off-campus training advertisements that create anxiety, exaggerate the effect of training, and mislead the public's educational concept, so as to provide a good learning environment for the healthy growth of minors.