The eyewear industry needs to pay attention to the wording used in advertising
The eyewear industry needs to pay attention to the wording used in advertising
Since the implementation of the new advertising law,
Hangzhou, Zhejiang Province issued the country's first fine for top-level advertising words:
200,000
A fried food shop in Hangzhou became the target of a fine because of the appearance of "good fried food shop" on the packaging.
Here's what happened:
3 months ago, two men came to the Hangzhou Fang Linfu fried goods store,
They bought half a pound of fried chestnuts with sugar.
Then they found that the outer packaging of the chestnuts was covered with a brown paper bag that read "Hangzhou good fried food shop",
They believe that the word "" violates the new advertising law, requiring Fang Linfu to pay 1,000 yuan.
The boss Fang Linfu felt that the other party was blackmailing and refused directly.
A week after refusing to pay 1,000 yuan,
Fang Linfu received a notice of administrative penalty hearing from the market supervision department of Xihu District, Hangzhou:
Stop advertising that uses top-level words,
and a fine of 200,000 yuan.
Judging from the incident in Hangzhou, the state is serious about the regulation of advertising behavior.
The intensity is also unprecedented.
Therefore, enterprises related to the glasses industry must pay attention to it.
Check your own promotional materials, packaging, advertising words, etc., otherwise once encountered,
A fine of $200,000 is a low bottom line.
To this end, the author hereby summarizes some of the situation for the reference of the majority of peers.
1. Lens companies should pay attention to the words used by lens companies, and should mainly pay attention to packaging and promotional materials and advertising words.
Like what:
"All-round", "all-round", and "control myopia progression" in the lens function description
"Good visual effect", "excellent visual effect", "light", "thin", "wear-resistant" and other functional descriptions
The words "full" and "" are the top advertising words, and the latter are functional promotional words.
Once the consumer takes the packaging or promotional materials to the market supervision department to complain
may face relevant penalties.
2. The words paid attention to in the hospital optometry center Recently, orthokeratology lenses have become the focus of publicity and promotion in many hospitals and optometry centers.
In the publicity and promotion, exaggerated advertising terms are often adopted:
For example, "remove glasses in 8 hours", "control myopia progression", etc
Such promotional language is in violation of the Advertising Law with absolute implications.
Once used by consumers, spend thousands of dollars to match a pair, and then ask you for compensation or complain to the local market supervision department.
The results may not outweigh the losses.
3. Optical stores pay attention to the wordingAt present, there are many optical stores in various parts of the country.
Top advertising phrases such as "professional glasses" and "good optical store" often appear on the packaging and carrying belt
Once there are top advertising words on the packaging that are discovered and exploited by consumers
The consequences will be severe.
Fourth, the mirror enterprises pay attention to the use of words in the advertising of the mirror enterprises are easy to appear in the "light" frame, "good" process, "good" material, etc.,
This kind of promotional words are also top advertising words, if they appear on packaging and promotional materials, they are discovered and used by consumers.
The same faces the corresponding losses.
In short, top-level advertising terms and functional terms that exaggerate affirmation fall within the scope of advertising law management and punishment.
It is hoped that all glasses companies will attach great importance to and standardize management.
Once complained by consumers or intentionally used 200,000 yuan, the price is a bit expensive.
Summary:
Thin lenses, wear-resistant lenses, good visual effects, wide field of vision, full anti-lenses, all-round lenses, light glasses frames, 8 hours to remove glasses, control myopia progression, professional optical stores and other words should be used with caution! Any word used by a consumer can face a fine of 200,000 yuan.
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Spectacle lenses, spectacle frames.