With the rapid development of Internet technology, businesses and advertisers have aimed at this emerging advertising space. Open the browser, all kinds of pop-up advertisements and floating advertisements filled the corners and corners of the page; search for information in the search engine, and the top rankings are also related to various advertisement recommendations; swipe the WeChat Moments, Advertisers again appear in your life pretending to be friends. While the Internet has brought convenience to people's lives, the false advertisements it entrained are also misleading consumers and enticing them to be deceived.
Many false advertising scamsWith the development of the Internet economy, the transaction scale of my country's online retail market reached 7.2 trillion yuan in 2017, a year-on-year increase of 32.2%. Among the total retail sales of social goods, the proportion of online retail sales of physical goods rose from 10.8% in 2015 to 15% in 2017. The huge business opportunities in the Internet market have attracted a large number of businesses to place advertisements on the Internet.
"Compared with traditional advertising, Internet advertising has the following characteristics: First, it is diverse, second is interactive, and third is more precise and personalized." said Liu Bin, associate professor of the School of Journalism and Communication at Beijing Normal University. According to statistics, in 2015, my country's Internet advertising business has exceeded 200 billion yuan.
However, all kinds of advertisements flooding the Internet space are mixed. Among them, false advertisements are the closest to the people's lives and the strongest response from the masses. Specifically, illegal vendors usually take the following tricks: First, the picture does not match the real thing. For example, some online facial masks do not cover the entire face at all, some plant seeds do not emerge at all, and some clothing colors are too different from the pictures, and so on. The second is to make things out of nothing and exaggerate propaganda. Many of the 30 typical cases of false and illegal Internet advertising published by the State Administration for Market Regulation in July this year belonged to this type. Liaoning Dalian Seafood Co., Ltd. promoted its sales of "Meishiyan" brand kelp dishes on the Internet, which "has a variety of biological functions such as lowering blood lipids and blood sugar", which violated the relevant provisions of the Advertising Law. Shaanxi Investment Information Co., Ltd. Shanghai Branch mentioned in product advertisements that "select stocks with an expected target increase of not less than 20%, and the comprehensive stock selection success rate is as high as 83.21%", using false data to mislead consumers to invest. These false propaganda tricks appear frequently and have become a social hazard in the eyes of ordinary people.
In addition to false publicity, some illegal advertisements also have problems such as feudal superstition, vulgar pornography, unfair competition, and infringement of users' privacy rights.
Illegal advertising is harmfulFalse and illegal advertisements use tricky refurbishment, exaggerated publicity, and pervasive communication channels to instill undesirable product effects into consumers. In particular, illegal advertisements involving the medical and health industries have hit social pain points. Fake doctors and fake health experts frequently appear on the Internet to mislead and deceive consumers. Some medical advertising actors forged tall titles, boasted on the Internet, and used their superb acting skills as a counterfeit drug platform. Some illegal advertisements involve vulgar and pornographic content, which harms the physical and mental health of young people and challenges the public order and good customs of the society. For example, last year Juewei Duck Neck posted a set of advertisements on the Internet with vulgar and kitsch content and was subject to administrative penalties by the Changsha City Administration for Industry and Commerce.
Inadequate supervision of the Internet platform is one of the important reasons for the proliferation of illegal advertisements on the Internet, and the platform's amplification effect on the advertising effect will aggravate the harm of illegal advertisements. The reporter noticed that as early as 2016, the "Wei Zexi Incident" investigation team determined that "Baidu's search-related keyword bidding ranking results objectively affected Wei Zexi's choice of medical treatment, and Baidu's bidding ranking mechanism had excessively high paid bidding weights." Problems such as unclear commercial promotion logos have affected the fairness and objectivity of search results, and are likely to mislead netizens. They must be rectified immediately." The network platform is not a value-neutral vacuum area, but should be a responsible subject who is responsible.
In recent years, advertising has developed rapidly in terms of content personalization, diversification of expression forms, and fine communication, resulting in many new advertising styles. Liu Bin believes that the supervision of various new forms of Internet advertising should be strengthened, "for example, a large number of commercial advertisements for profit in the circle of friends should be included in the scope of supervision."
Key rectifications are beginning to take effectIn response to the social nuisance of false and illegal advertisements, relevant state departments have begun to attack and deal with them seriously. The reporter noted that in February this year, 11 ministries and commissions including the State Administration for Industry and Commerce, the Central Propaganda Department, the Central Cyberspace Administration of China, and the Ministry of Industry and Information Technology deployed this year to rectify false and illegal advertisements.
Experts pointed out that this year's rectification work showed the following characteristics, first of all, multi-sector joint attacks and coordinated operations. The second is to focus on key areas and focus on five types of illegal advertisements: illegal Internet advertisements that involve orientation issues, political sensitivity issues, and damage to national interests; food, health food, medical care, medicine, and food that endanger the personal safety and health of the people. False and illegal Internet advertisements such as medical devices; financial investment, investment promotion, collectibles and other false and illegal Internet advertisements that deceive and mislead consumers and damage the property and interests of the people; hinder public order, violate good social customs, cause bad social influence and damage False and illegal Internet advertisements for the physical and mental health of minors; other false and illegal Internet advertisements with strong public feedback. The third is to grasp the time node, step by step. The control of false and illegal advertisements this year will continue until the end of this year. The fourth is to publish typical cases in order to emulate them. In April of this year, the State Administration for Market Regulation announced the first batch of typical false and illegal advertising cases in 2018. Hebei Qinhuangdao Leidi Trading Co., Ltd. and other 20 advertising entities were subject to administrative penalties and fines for violating relevant laws and regulations. In July of this year, another 30 typical cases of false and illegal Internet advertising in 2018 were announced, including cases of illegal advertising that caused widespread public concern such as Hunan Changsha Juewei Food Marketing Co., Ltd.
Through heavy strikes, the control of false and illegal advertisements has achieved initial results. In the first half of this year, the national industry and commerce and market supervision departments investigated and dealt with more than 15,000 illegal advertisement cases, with a fine of 920 million yuan, a year-on-year increase of 36.9% and 292.7% respectively; 8,104 cases of false and illegal Internet advertising were investigated and dealt with, with a fine of 117 million yuan, a year-on-year increase of 64.2% and 17.0% respectively.
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