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Interpretation of the new advertising law

First, product title and advertising words sensitive words

Stop word

Legal advice

Top

It is an absolute term, and its use is prohibited.

the best

It is an absolute term, and its use is prohibited.

optimal

It is an absolute term, and its use is prohibited.

Most comfortable

It is an absolute term, and its use is prohibited.

The most popular

It is an absolute term, and its use is prohibited.

Best quality

It is an absolute term, and its use is prohibited.

top notch

It is an absolute term, and its use is prohibited.

Excellent

It is an absolute term, and its use is prohibited.

Excellent

It is an absolute term, and its use is prohibited.

Best quality

It is an absolute term, and its use is prohibited.

Most luxurious

It is an absolute term, and its use is prohibited.

Favorite

It is an absolute term, and its use is prohibited.

Highest end

It is an absolute term, and its use is prohibited.

Best match

It is an absolute term, and its use is prohibited.

Most gathered

It is an absolute term, and its use is prohibited.

Optimal

It is an absolute term, and its use is prohibited.

up to date

It is an absolute term, and its use is prohibited.

Most advanced

It is an absolute term and it is recommended to prohibit it (it is difficult to prove to be the most advanced)

Most expensive

Analyze specific issues. Generally not recommended.

The most popular

Analyze specific issues. Generally not recommended.

maximum

Analyze specific issues. Generally not recommended.

Lowest price

Analyze specific issues. Generally not recommended.

only

Analyze specific issues. Generally not recommended.

Leading Brand

Analyze specific issues. Generally not recommended.

world class

Analyze specific issues. Generally not recommended.

Preferred

Analyze specific issues. If there is no official authority, it is recommended not to use it.

Super

Analyze specific issues. If the industry where the product is located has a corresponding national or industrial standard, and the standard has a "super-standard" standard, and the product is a super-standard, it is not an absolute term.

limit

Analyze specific issues. If the industry where the product is located has a corresponding national or industrial standard, and the standard has a "super-standard" standard, and the product is a super-standard, it is not an absolute term.

Most popular

Analyze specific issues. If it is confirmed that there is an official authority certification, it does not belong.

First on the entire network

Analyze specific issues. If it can be confirmed that it is the Internet first, it does not belong.

the first

Analyze specific issues. For example, "industry first", "sales first", etc., where official authority data or statistics can prove, it is not an absolute term.

exclusive

Analyze specific issues. Such as "exclusive agency", etc., if it can be proved by official authority certification, it is not an absolute term.

Starting

Analyze specific issues. Such as "exclusive agency", etc., if it can be proved by official authority certification, it is not an absolute term.

famous

Does not belong, but it is generally not recommended to use without official authority certification.

leader

Does not belong, but if there is no official authority certification, it is recommended to prohibit use.

Leader

Does not belong, but if there is no official authority certification, it is recommended to prohibit use.

1. References of Prohibited Words:

⑴Luxury / Free shipping / Full court / Free shipping / Leather

2. Absolute words:

⑴ It is strictly forbidden to use words that cannot be verified, such as absolute value, absolute, big name, precision, super earning, leading brand, leading listing, superstar, famous, luxury, one of the world \ national X major brands.

⑵ It is strictly forbidden to use the first, extreme, top, ultimate, championship, first-class, best, invincible, peak, supreme, first brand, gold medal, famous brand, cutting-edge, top enjoyment, creator, leader, leader, (distant) leading, The king (person) is the only, first, national product, filling domestic blank, absolute, exclusive, first, first brand, gold medal, famous brand, excellent, senior, etc. The same or similar absolute terms.

(3) It is strictly forbidden to use the highest, highest, lowest, best, best, lowest, lowest, lowest, cheapest, largest, latest technology, most advanced science, latest, most advanced, most profitable, first, accurate, Absolute terms with the same or similar meanings, such as super earning and first-class enjoyment.

⑷ It is strictly forbidden to use Preferred, First (single), Exclusive (recipe), Fill in domestic gaps, Unique, Only this one, Unique, Unparalleled, First time, Full network / World premiere, Full network / World first, etc. Absolute words of the term.

⑸ It is strictly forbidden to use false or exaggerated expressions such as 100%, international quality, high-end, genuine, national, world-class, highest-level, best, etc .;

3. Words that violate the time limit:

There must be a specific time limit. One day, today, today, several days and nights, last, countdown, while now, just, only, weekend, anniversary, special party, shopping party; and all group purchase words, such as flash sale, brand group, boutique group The single product group must indicate the specific event date

⑵ It is strictly forbidden to use words that cannot be determined at any time, only once, price increases at any time, immediate price reductions, and the last wave.

4 , prohibited authoritative words:

⑴ It is strictly forbidden to use words such as time-honored brands, Chinese well-known trademarks, leading brands, special supplies, and exclusive supplies.

⑵ It is strictly forbidden to use “Expert Recommendations” It is strictly forbidden to use terms such as quality exemption, no national quality inspection, and no sampling inspection to declare that quality is unnecessary.

(3) It is strictly forbidden to use the terms recommended by the national XXX leaders, the national XX organs, and the national XX organs to advertise by the names of the staff of the state and national organs.

⑷ Use of RMB (except for those approved by the central bank);

5. It is strictly forbidden to click on XX words:

⑴ It is strictly forbidden to use words suspected of deceiving consumers, such as "click to receive awards", "congratulations to win", "universal free orders", "click to have surprises", "click to get", "click to turn", "click to try on", "click to flip" "," Receive prizes "and other copywriting elements

6. It is strictly prohibited to stimulate consumption words:

⑴ It is strictly forbidden to use psychological words that motivate consumers to buy, such as "seckill", "burst", "no more rush", "no more cheap", "no XX without it," "no chance if missed," "no more Cheaper "," Many people rushing "," People rushing \ rushing "," Selling \ crazing "and so on are not available.

使用 It is strictly forbidden to use signs such as "free shipping / free mail", "explosive models", "pro", "Jingdou", which are misleading to consumers.

7. Donate words are strictly prohibited:

使用 The use of "Hao Li" and "Luxury Gift Packages" is strictly prohibited. If the advertising material indicates that the product is being promoted and a gift is attached, such as "gift gift", "big gift package", "buy one get one free", etc., the variety and quantity of the gift shall be indicated.

8 , related activities are strictly prohibited:

⑴ It is forbidden to show the words or logo of Beijing Pinhui if they have not participated in the activities of Beijing Pinhui; if they have participated in Beijing Pinhui, they must provide relevant qualification certificates (Jingpin Hui passed the schedule and other certification materials). The products linked by Beijing Pinhui must be consistent with the products advertised by the merchants.

9 , text specifications:

⑴Traditional Chinese characters, use of foreign languages alone, or a combination of Chinese and English words.

10 , all categories

All categories

Sensitive words

name

Sensitive words

category

Legal advice

National exemption

product name

It is recommended to verify whether there is a national exemption from inspection. If not, it is recommended to prohibit it.

National level

product name

Prohibited to use

absolute

product name

Ibid

Magical effect

product name

Ibid

Quality inspection

product name

Same as "National Exemption"

National leader

product name

Prohibited to use

all natural

product name

Ibid

Special effects

product name

Ibid

Ancestral

product name

Ibid

accurate

product name

Specific analysis of specific issues depends on context

Senior

product name

Specific analysis of specific issues depends on context

only

product name

Specific analysis of specific issues depends on context

Most advanced

product name

Prohibited to use

Lowest on the entire network

product name

If there is no evidence, it is recommended to prohibit the use

famous

Product ad words

Specific analysis of specific issues depends on context

exclusive

Product ad words

Ibid

Ephedrine

Product ad words

If banned, it is recommended to ban

K powder

Product ad words

Ibid

Maku

Product ad words

Ibid

Heroin

Product ad words

Prohibited to use

Methamphetamine

Product ad words

Prohibited to use

Yirong Mask

Product ad words

If the embargo is confirmed, it is recommended to prohibit it

Human skin mask

Product ad words

Ibid

pornography

Product ad words

Specific analysis of specific issues depends on context

Ecstasy

Product ad words

Prohibited to use

Anesthesia gun

Product ad words

Prohibited to use

aphrodisiac

Product ad words

Prohibited to use

Aphrodisiac

Product ad words

Prohibited to use

Infatuation

Product ad words

Prohibited to use

Perspiration

Product ad words

Prohibited to use

Drug

Product ad words

Prohibited to use

Traitor

Product ad words

Prohibited to use

bullet

Product ad words

Specific analysis of specific issues depends on context

Aphrodisiac

Product ad words

Prohibited to use

Invalid refund

Product ad words

Health food and other food and drug categories are recommended to be banned, and other specific issues are specifically analyzed

Visible effect

Product ad words

Prohibited to use

Alleviate disease

Product ad words

Food and health products must not be used

Reduce disease

Product ad words

Ibid

Curing disease

Product ad words

Ibid

Prevention of sexually transmitted diseases

Product ad words

Ibid

Very effective

Product ad words

Ibid

Radical cure

Product ad words

Ibid

Baozhi

Product ad words

Ibid

Medical

Product ad words

Ibid

heal

Product ad words

Ibid

get well

Product ad words

Ibid

Curative effect

Product ad words

Ibid

cure

Product ad words

Ibid

treatment

Product ad words

Ibid

2. Prohibited words in advertisements for special goods

1.Food

1.1 False words such as ancestral, restraint and secret;

1.2 Powerful, special effects, full effects, powerful effects, magic effects, high efficiency, quick effects, magic effects and other exaggerated words;

1.3 Prescription, compound, treatment, anti-inflammatory, anti-inflammatory, activating blood, removing stasis, cough, detoxification, curative effect, prevention, cancer prevention, anti-cancer, tumor,

Words that express or imply therapeutic effects such as Gao, Nootropic, and various disease names;

1.4 Vulgar or feudal superstitions such as gods and gods.

2. Cosmetics

2.1 Absolute terms such as special effects, full effects, powerful effects, miraculous effects, high efficiency, quick effects, magical effects, and super powers;

2.2 False meanings such as pure nature, peeling, and wrinkle removal;

2.3 Medical terms such as prescriptions, prescriptions, medicinal drugs, medicines, medical treatments, treatments, stretch marks, and names of various skin diseases;

2.4 Antibacterial, bacteriostatic, sterilizing, sterilizing, antibacterial, anti-inflammatory, anti-inflammatory, activating blood, detoxifying, anti-allergy, anti-allergy, desensitization, spot-clean, no spot

Scars, hair growth, hair regeneration, hair loss, lipolysis, liposuction, weight loss, face reduction, skinny legs and other words that express or suggest medical effects and effects

3. Drugs and medical devices

3.1 promises such as safety, non-toxic side effects, invalid refunds, no reliance, underwriting by insurance companies;

3.2 Family essential, hot sale, snap-up, trial and other terms;

3.3 expressions or descriptions of sexual organs;

3.4 Target children and introduce medical devices in the name of children.

Attached:

1. Absolute terms are involved: Top-level, world-class, and first-level terms must not be used in advertisements [Article 7, paragraph 2 of the Advertising Law]

2. Involving patented products or methods, the patent number needs to be indicated. [Article 11, paragraph 1, of the Advertising Law]

3. When using data, statistics, survey results, abstracts, and quotes, you need to show that the source must be true and accurate. [Article 10 of the Advertising Law]

4. Do not use well-known trademarks and other propaganda. [Article 14 of the Trademark Law]

5. The content of goods and services that degrade other producers and operators must not appear [Article 12 of the Advertising Law]

6. Advertising materials must not be disseminated in the form of 彩宝贝. [Article 13, paragraph 2 of the Advertising Law]

7, advertising materials can not be random evaluation, random related content. Do n’t use award certificates to promote, including domestic (Hong Kong, Macao and Taiwan regions)

) And foreign certificates. [Article 1 of the “Notice on Stopping the Publication of Advertisements Containing Random Ratings, Random Rankings, etc.]

8. Commodity advertising materials are not allowed to use RMB drawings without the approval of the People's Bank of China. [Article 27, item 3 of the Regulations on Renminbi Management]

9. It is not allowed to place pictures and texts with damage to the physical and mental health of minors in advertising materials. [Article 8 of the Advertising Law]

10. Traditional Chinese characters cannot be used in advertising materials. [Article 10 of the "Interim Provisions on the Management of Advertising Language and Text"]

11. Foreign text cannot be used alone in advertising materials. [Article 8 of the "Interim Provisions on the Administration of Advertising Language and Text"]

12, Chinese and English combined sentences cannot appear in advertising materials [Article 8 of the "Interim Provisions on the Management of Advertising Language and Text".