2015-09-01 16:17
The implementation of the new advertising will have a subversive impact on the direct selling industry
|
[CNDSN9 1] (reporter Shen Jie) April 24, 2015, the National People's Congress held a press conference in the National People's Congress, the Chinese people's Republic of China Advertising Law (Revised Draft) by the fourteenth session of the Standing Committee of the National People's Congress on the Twelfth Meeting, the official implementation since September 1st. Today is the first day of the implementation of new advertising law, and with the new advertising law, meaning that the direct sales industry development will usher in a new change, and this change will have a subversive.
Direct selling industry, star era will be gone forever
2014, the direct sales industry has broken the traditional mode of advertising, advertising and advertising to the development of the trend of advertising to a high-profile spending huge sums of money, the invitation of star endorsement has become a growing trend. For example: AVON is willing to throw money please Liu Shishi endorsement; Amway is invited to Liu Xiang, Tian Liang, Faye Yu and other stars from all walks of life to speak; the right to health invited Angie Chiu to do health care products...... It is the direct selling industry in "a hundred flowers contend in beauty". However, only a year later, the new advertising law on the legal obligations and responsibilities of the Advertising Spokesperson, and clearly defined the Advertising Spokesperson shall not be false advertising endorsements, and shall not be used for commercial service endorsements. If the star endorsement of false advertising, also bear joint and several liability. This provision to break the traditional advertising law of the blind area, especially the direct selling industry is a typical rich health care products, cosmetics and medical appliances manufacturing enterprises mostly, in fact direct selling enterprise of high hired star and never in direct selling company's products will rush to the propaganda, this kind of false behavior shujianbuxian, even for a moment, caused by the many direct sales companies each star comparisons of psychological.
Direct marketing companies do not attach importance to the product but the comparison star, ignoring the consumer buying experience, and even some consumers have complained the star, such disputes in many health care products industry is more obvious. And the introduction of the new advertising law to a certain extent, so that the crazy direct business to recognize the source. With the new revision of the "advertising law" formally implemented, not only can effectively curb the negative role of the star, but also allow enterprises to improve the corporate system, the product market, increase employee training and participation in public welfare, not only can fulfill social responsibilities, but also can enhance the brand.
Conceptual speculation products will be defined as false propaganda
After Beijing outbreak of UNIQLO events that shocked the country, in addition to the alleged moral problem, more is rethinking business activities without the bottom line of speculation. So, the concept of speculation as a direct selling industry is highly respected, and the concept of speculation, as the name implies, many new concepts are not scientific proof, but there are direct selling companies fabricate, counterfeit, and eventually lead to misunderstanding of consumers and buy products, such alleged product exaggerated, false propaganda behavior in many direct selling companies often occur. For example, some enterprises promotional products can treatment of cancer, diabetes and a variety of diseases, do not go to the hospital to cure. Lead to a lot of patients delayed the best treatment time and get into trouble, some patients have no complaints and give up treatment. At the same time, the concept of speculation of false propaganda of direct selling companies have repeatedly been exposed by the media.
The new "advertising law" adhere to the problem oriented, based on solving the major problems of China's advertising supervision, focused on solving the problem of the masses of people concerned about the problem of false and illegal advertising, clearly defined advertising content false and misleading are false advertising, while the specific circumstances constitute false advertising, increase the punishment of false advertising. The new advertising law so provides a certain extent, the concept of the direct selling industry has been the concept of the death penalty, the concept of speculation due to the application of many consumers do not know the new concept of product transactions, to a large extent can not explain, and the fact that the effect of large products is due to the adoption of new concepts, this kind of misleading advertising has infringed the interests of consumers. And the provisions of the new advertising law largely safeguard the interests of consumers, but also can more effectively regulate the behavior of direct marketing companies, only the true faith to avoid false, false imagination appear.
Internet advertising chaos will be a fundamental change
In the first half of 2015, with the Internet + craze sweeping China, direct selling companies have cross-border Internet platform to create a personalized Internet Mall has become a beautiful landscape, and with the direct selling enterprise Internet Mall gradually on stage, with Internet advertising has gradually emerged, the Internet advertising company is a vibrant. But many users react to the Internet advertising play too much, affect the user experience, and even open a web page has an elastic screen, so crazy in the mall promotional products make people feel angry, many netizens said that their own shopping mall to buy things are set goals, and not to go shopping, so frequent Internet advertising than TV ads are annoying, more let users have a headache of playing screen advertising can not be switched off, unless the web. Indeed part of the direct selling companies in order to attract more users, to improve the visibility of the mall, at the expense of more advertising, and even some mall play can not deliver to attract users to buy, many users believe that advertising has not been found to get the appropriate products and services.
Internet advertising as a direct selling enterprises effective promotional products and brand the best way, there is chaos in the gap of the law, and new advertising law is the biggest bright spot is to increase the provisions of Internet advertising: in order to regulate Internet advertising the release behavior and consumer protection combined equity method. The new law clearly stipulates Internet advertising activities must comply with the advertising law of the provisions. The nuisance problems, under the new law not the parties consent or request, not to their homes, transport to send advertising, nor to an electronic message advertising. Pop up ads should ensure that a key is closed. Internet information service providers to use its platform to publish illegal ads should be stopped.
Finally, the new advertising law today formally implemented, especially the impact on the direct selling industry is subversive, this is known as the history of the most stringent advertising law is able to effectively constrain the direct marketing enterprise behavior, the government can increase the regulatory and punish strength, not only test the implementation of the new advertising law, but also to explain the feasibility of China's rule of law society. 3
Editor: Wan Wan
Interpretation of the hot news, showing sensitive events, more exclusive analysis, in the direct report network micro channel, scan two-dimensional code free reading.
|
