Millet "Data gate" fermentation was fined NT $600,000

Globally, millet for the first time because of "data false" and was punished. Millet headquarters, Taiwan millet to this successively apology, distance because of "live will watch the data is not real" and apologize only 7 days time.

Yesterday, Taiwan's "Fair Trade Commission" imposed a fine of NT $600,000 on Taiwan Millet and ordered it to stop "illegal activities" immediately.

According to Taiwan's "Fair Trade Commission" survey, Taiwan's millet in the December 9, December 16 and December 23 held a total of three online snapping activities, claiming that the three buying in the "9 minutes 50 Seconds", "1 minutes 08 seconds", "25 Seconds" sold out.

According to the above-mentioned Committee survey, Millet claimed to open the purchase of 10000 units, 10000 units, 8000 sets of red rice mobile phones, and the actual number of open purchase is not consistent.

Taiwan's "Fair Trade Commission" recently in the regulatory record, a number of consecutive penalties for the provision of "false publicity" business, Taiwan Millet is only one of them.

"I'm sorry, we are missing 30," said the official micro-blog. According to the picture of its publicity, plus the 1700 sets reserved by F code, three sales of millet were 27970 units, compared with 30 units of 28000 units.

However, the F-code reservation is precisely the Taiwan Fair Trade Commission to identify the existence of millet "false commodity quantity hypocrisy" expression of a major reason, the Committee found that "the final snapping up the number of qualifications apparently less than the advertising claims." ”

"We are mistaken and sincere, and shall punish us for punishment without appealing." "Millet science and technology related to the head of the first financial daily newspaper interview, said. Taiwan's millet company has also announced that it has "revised the mechanism for open buying after the Taiwan authorities".

Lin, director of the network law, said in an interview that false advertising not only unreasonable way to mislead users emotional consumption, but also seriously affect the entire industry competition order, Taiwan's regulatory authorities to the false publicity for the millet lesson to punish "very alarming significance."

There are also experts interviewed by reporters that the mainland Industry and Commerce administration departments should also strengthen the supervision of false network advertising.

July 25, this newspaper reported that the Millet 2014 conference live data is not true, millet official micro-blog has also responded and apologized.

According to the report, "Data" has been the main marketing tool millet.

From the LEI, to the official micro-bo Millet, a lot of content and millet sales data. In the millet related product propaganda microblog, "sold out" the word appeared more than 30 times, its "sold out" time from "X Day" development to "x minute x Seconds", "0 minutes x seconds" ...

As for the authenticity of these data, there is constant questioning.

Lin in an interview, said Millet hunger and thirst marketing has become a textbook-style internet marketing case, whether for public relations or stimulate fans, false sales have become a competition to imitate the marketing model, therefore, "the Taiwan regulatory authorities to the false publicity for the millet lesson by punishment is very alarming significance." ”

Lin said that the internet has brought many unprecedented business models and phenomena, the traditional advertising law prohibits "comparative advertising" and many other promotional methods are broken through the Internet practice, but the restriction of false propaganda is the world's advertising laws are prohibited, the mainland and Taiwan region related regulations are no exception.

Lin said that false advertising will seriously affect the entire industry's competitive order, "observe the rules of the enterprise found false propaganda often prevail, and law-abiding enterprise's market share is weakened step, probably also into the growing false propaganda war, so the whole industry is impetuous, false exuberant, and consumers will become the ultimate victim. ”