On February 20th, the State Administration for Industry and Commerce announced the implementation opinions of the “Special Rehabilitation Work for False and Illegal Advertisements in 2010” issued by 12 national ministries and commissions, and strengthened the implementation of the pre-examination of the advertisements, the dynamic supervision during the release, and the investigation and punishment after the release.
The 12 ministries and commissions requested to strengthen the investigation and punishment. For advertisers, advertising operators and advertisement publishers who repeatedly punish repeated violations, the industry and commerce can suspend their advertising business until the advertisement is disqualified. Falsification of collusion, concealing real advertising fees, issuing false certificates, etc., strictly enforced according to law.

The increasing efforts to rectify false advertising can allow us to see the determination of the SAIC. False advertisements in the home building materials industry have also appeared frequently in recent years, from exaggerated discount information, to false product propaganda, to false preferential advertisements, etc., which have severely restricted the normal development of the market, and the false advertising has been repeatedly prohibited. It also makes the entire market confusing. It is very necessary for the state to introduce a series of strong control measures.

The false advertising in the building materials market is a “green card”. It is a means for enterprises to promote advertising. In order to seize the new trend of consumption, the building materials manufacturers have launched “environmental protection cards”, which are repeated in advertisements and in the promotion of customers. Emphasis on natural environmental protection, and a lot of terminology, certificates to support.

Most consumers are often impressed by the rhetoric prepared by the merchants. Although they are ignorant of terminology, they are still placing orders on the environmentally friendly and healthy home life depicted by the other party. As everyone knows, environmental performance is only a means for most companies to attract consumers, and whether products have environmental performance is an unknown.

"Celebrity endorsements" make false advertisements. In recent years, the false advertisements of celebrity endorsements can be said to be everywhere, and merchants use the star effect of stars to achieve the effect of brand promotion. However, enterprises do not know that they also push themselves toward the celebrity endorsement. No return.

For a time, the incidents in which the stars were suspected of endorsing false products, illegally recording advertisements, and a series of issues related to supervision, systems, regulations, and investigations were once again aroused hot debates from all walks of life. Although the celebrity endorsement is a double-edged sword, if the enterprise has deteriorated from the motive, then please stay away from the celebrity endorsement, and also ask the celebrity to choose the endorsement brand carefully.

Advertising marketing also needs to take the right path. Advertising marketing is an important means of brand building of home building materials enterprises, and it is also a marketing strategy that enterprises need to invest a lot of money. If the company deviates from the normal marketing track when advertising marketing, and chooses non-right-looking advertising marketing, then it can be imagined that it will cause fatal damage to the enterprise. Therefore, the normal advertising of the company's advertising and marketing links is the right way.

October 26, 2018