Value Ming's suspicion of tampering with advertising content and misleading consumers

Every year June 6 is "National Love Eye Day", eye syrup as the prevention and treatment of eye diseases, to alleviate the eye discomfort of the auxiliary means, is more and more people accept. "Want to good eyesight, cherish the Ming every day", TV screen spokesperson Han took off his glasses and said: "I only wear glasses frame." I believe many people are very familiar with this advertisement, cherish the publicity of the eye drops is deeply rooted. Recently, the reporter investigation found that this phrase is familiar with the propaganda language has violated the advertising content, misleading consumers suspected. Suspected of tampering with the advertising content in the value of the video ads, Han A passage that impresses people: "Study, every day, vision, but daily decline, cherish the eye drops, natural formula, adjust the eye muscle, to want to good eyesight, cherish the Ming every day." "In the image ads that cherish the introduction of Ming, there will always be such a landmark" appeal ": to the good eyesight, cherish the Ming every day. June 5, when the reporter inquires the value of the advertisement approval number, found that, this is commonly referred to as the "value of the eye drops" of eye drops aquatic products, the state Food and Drug Administration's website registered in the full name of the "Four flavors of ice boron" eye drops, from Jiangxi Province Cherish Ming Pharmaceutical Co., Ltd. production. This product currently effective advertising approval number of a total of 4, of which 3 for "view", 1 for "Wen", respectively, for video ads and picture ads. Three video ads for 5 seconds, 10 seconds and 15 seconds, the content is basically consistent, are described above Han as a script, based on the length of time to delete some fragments. It is noteworthy that the State administration of Food and Drug Administration on the website found that the value of the approved number, only "with the value of the Ming", there is no "treasure every day," the words of the effective lot. In other words, the value of the company in the reporting of approval content and the actual broadcast of the content of the ads does not match. According to the "Drug advertising Review measures" 16th: "Approved drug advertising, at the time of publication shall not change the content of the advertisement." If the contents of the drug advertisement need to be changed, the drug advertisement approval document number should be applied again. "If you value the content of the advertisement, you should reapply for a drug advertisement approval number." What happens when you tamper with the approval number? "Drug Advertising Review measures," 20th point out that: tampering with the approved drug advertising content for false publicity, by the Drug Supervision and Management department ordered to immediately stop the publication of the drug advertising, revocation of the variety of drug advertising approval number, 1 years not to accept the variety of advertising approval applications. What is the "value of the Ming day"? "Every day", according to the interpretation of "Modern Chinese Dictionary", refers to every day. By advertising, cherish Ming in trying to tell consumers, to want good eyesight, we should use every day to cherish the eye drops. Use eye drops every day, in the end good or bad? Can you get good eyesight? Enjoy the State Council special allowances experts, famous eye experts, Henan University of Science and Technology Vice President Refang pointed out that eye drops can not be used casually. Some eye drops containing dilated pupil components are used in patients with a family history of glaucoma and superficial anterior chamber of the eye, which may induce glaucoma. If the cornea is damaged without knowing it, use eye drops at will, especially stressThe eye drops of the element may cause corneal injury, eye discomfort aggravating, even cause eye ulcer. Even normal eyes are not suitable for long-term, frequent use of eye drops. Refang said, for the treatment of false myopia eye drops, or to alleviate eye fatigue, dry eye of the eye potion, according to their own situation appropriate use. "For example, false myopia within 100 degrees, the use of eye drops 1-2 drops per night, with a period of time, if the degree of reduction, and then decide whether to stop the drug according to the situation." If the degree is not reduced, the description is invalid, then it will be deactivated. She stressed that 85% of the information people get from the eyes, the eyes are very valuable, must not casually hurt it. "The right one is the best." People of different age, sex, different eye condition, the method that uses eye drops is also different. The same keratitis, conjunctivitis, Mother's eye potion, the child does not necessarily apply, and vice versa. Must go to the regular hospital, listens to the professional doctor to instruct to use. Even OTC drugs cannot be used arbitrarily. Refang remind, use eye drops, pay attention to throw the first drop, try to avoid cross infection. Professor Li Xiaoxin, director of ophthalmology at Peking University's People's Hospital and the ophthalmic branch of the Chinese Medical Association, has expressed the same view in an interview. Eye drops do not use at will, many students or white-collar workers often appear eye dry symptoms, preferably to the hospital to understand the cause after the doctor's advice to use, their long-term large number of good use of eye lotion, may delay the disease. "Exaggerated illegal publicity on the official website of the value of Ming, the reporter saw the" treatment of true and false myopia, fast use cherish Ming "huge advertising pictures. The publicity picture has no sign of advertising approval, but it is an influential advertisement for consumers. Eye drops can also treat true myopia? The reporter consulted Professor Refang, she said: "Some eye drops do help treat false myopia, but, no one eye potion has a complete cure of true myopia function." True myopia means that the axis becomes longer, just as people can feel, myopic eyes seem to be more prominent, that is, the axis of the eye to become longer. This change is irreversible, surgery can only delay development, but can not be cured, let alone topical eye drops. "The Drug advertising review and release standard tenth, said that drug advertising in the drug function of the effectiveness of publicity should be scientific and accurate, no" contains unscientific expression of the efficacy of the assertion or guarantee. Valuing Ming on its official website specifically pointed out, "Cherish the natural water pearl extraction and natural borneol, safe without side effects, suitable for the development of the eyes of young people for a long time to use", "for the State Commission for the designation of young people close to the product," It is pure Chinese herbal ingredients for long-term use and no side effects, can effectively protect the child's However, it may be an offence to value the publicity above. According to the "Drug advertising review and release standard" tenth: drug advertising should not contain "safe non-toxic side Effects", "toxic side effects small" and so on, can not contain express or implied proprietary Chinese medicine for "natural" drugs, so the security is guaranteed and so on. A survey has found that the main purchase of the value of Mingis a 15-35-year-old crowd. Cherish the Ming company for many years to carry out "cherish" vision, into the campus activities, targeted at the core target crowd, vigorously promote the promotion. "For the" designated by the Commission of the young people to prevent the near product, it seems to the authority of the addition of an indisputable weight. And in the Ministry of Education designated the "primary and secondary school students myopia Prevention and control work program", throughout 6,200 words, no word to mention "eye drops" or "eye drops."