As an operator, do you know which copy can't be used casually?

We all know the new advertising law in the forbidden words, some limits can not be used, but in fact, there is also minefield can not tread. As a network operator, writing and planning activities in the process will inevitably encounter these mined areas.

Division I is often called to modify, so the boss specially invited me to the District Market Supervision Bureau staff to explain the advertising copy (including external and other types of propaganda copy) in the terms of the standard, tell which words can not be used? and which laws and regulations are violated? And how is that supposed to work?

I combed the conference and operation-related content, highlighting several violations of the scene, to help you understand! I hope that we can seriously look at, to avoid committing the same problem, once the complaint, it will be very troublesome, light criticism, and lose the job!

1, Premium Sales

Operators sometimes do premium sales activities, buy our things can draw and so on; The problem is: do not falsely misrepresent the prize, not the default personnel to win the fraud, not to promote high-quality goods; lottery-style premium sales, the highest prize shall not exceed 5,000 yuan (this must be noted).

For example: Carrefour supermarket in front of the public interest in the lottery, the highest award of five European Countries tour (value million), this is not a violation, the first does not involve the sale of goods, so there is no limit of 5,000 yuan; but will the industry and Commerce Department check to see if there are any people in this award? If fraud is not involved, if there is, is not the default personnel, if so, it involves deception, penalties.

2. Right to interpret activities

Do you often see an activity rule at the bottom of the page with a sentence:

The final interpretation of this activity is owned by XXX company.

If there is such a situation, hurriedly change, is a complaint is punishment, the most formal should be: This unit reserves the right to interpret activities within the scope of the law.

3. Limit words

Article Nineth of the Advertising Act: must not use the "national level, the highest, best" and "first brand, top, Acura" These six are old advertising law in the word, if there is a direct punishment, the new advertising law expands the scope, including "The Most, one" and so on, you can in the "Internet Operation School" to reply to "forbidden words" to see the new advertising law

4. Data Sheet

Advertising Law 11th: the use of data, statistics, survey results, abstracts, etc., should be marked by the source, the citation should be applied to the scope and validity period, express.

For Example:90% of Internet user information is subject to personal information crisis. Where this data came from, to have authoritative source and proof, such as from a state agency, a third-party data survey company, the company's internal data of a department, to have proof, also pay attention to whether the data can be quoted, some of the data will be marked: unauthorized use.

Fragrant floating milk tea sales can be around the earth three laps. This will not work, need to add a valid period, plus the time limit, for example, as of 2017.2.08, fragrance floating milk tea sales can be around the earth three laps.

5. Buy and receive information

If the advertisement indicates that the product or service is accompanied by a gift, it should express the variety, specification, quantity, duration and manner of the goods or services. General e-commerce and offline enterprises will have to buy gift activities, buy xx i send xx.

For example, we buy a down jacket to give 1 parts, should clearly explain the name and quantity of gifts and other information, or even if the violation.

6. Belittle peers

The advertisement must not belittle other production operator's goods or the service, cannot say the colleague's bad, the opportunity is too high oneself.

7. False or misleading publicity

Advertising laws and Consumer protection laws expressly stipulate that no false or misleading propaganda shall be made, otherwise the subjective determination of the consumer will prevail.

The punishment of the above situation: Advertising costs can be calculated from the advertising costs 3 times times more than 5 times times the following fine; Advertising costs cannot be calculated or significantly lower (small or medium-sized enterprises or non-advertising settlement invoices) at 200,000 or more than 1 million of the fine, generally will take the middle number: 50.6 million.

Punishment strength, feel to do the operation to write a copy of the instant pressure a lot, a little careless, work is gone! Everyone has the time or research under the advertising Law of the Copywriting language, with the teacher said: No one complained about fortunately, someone complained about the miserable!

Source: Everyone is a product manager

As an operator, do you know which copy can't be used casually?