With the popularity of online marketing model, online promotion means gradually have greater advantages than traditional marketing models. Many enterprises have chosen to carry out website marketing promotion. When promoting websites, they must avoid prohibited words. The launch of the new advertising law in 2019 requires that Internet advertising should be identifiable. If it violates the advertising law, The fine amount starts at 200000 yuan, and the maximum amount is 1 million yuan!
So how to avoid prohibited words when doing website optimization and promotion? What are the prohibited words?
We're doing Website construction Do not use forbidden words in these important parts. The first website title should not contain forbidden words. The second website home page and inside page should not contain forbidden keywords. Do not use forbidden words when promoting products or services in news content. Do not use forbidden words in website design pictures, Please remember to check your website to avoid being shot and punished.
Many enterprises are punished for violating the advertising laws and regulations due to their failure to modify in time in advertising. The following are forbidden keywords and cases, which should be carefully read:
1、 Including "first/home/country" and related words
First, preferred, exclusive, exclusive formula, national first, first, national sales champion, national product, national (national inspection exemption), national leader, fill the domestic gap.
Illegal cases: Han Fei's medical beauty clinic: use absolute terms
In 2019, Zhuhai Hanfei Medical Beauty Clinic Co., Ltd. was fined 100000 yuan for publishing the publicity content including "the first in China", "the most cutting-edge plastic surgery technology, the most sophisticated plastic surgery technology, the best plastic surgery effect", and "world-class plastic surgery technology".
2、 Authoritative prohibited words
Words recommended by XXX leaders of the state, recommended by XX organs of the state, specially provided by XX organs of the state, specially provided by XX organs of the state, etc. Words declaring that the quality does not need to be tested, such as quality inspection exemption, national quality inspection exemption, sampling inspection exemption, etc. RMB pattern (except those approved by the Central Bank); Words such as time-honored brands, Chinese well-known trademarks, special offers, exclusive offers, etc.
Illegal cases: Demolition of Maotai National Liquor into Guizhou Maotai
On June 29, 2019, the "national liquor Maotai" was officially renamed as "Guizhou Maotai", and the "national liquor gate" was removed.
Illegal cases: 3W Coffee Quits "Premier Li Keqiang's Same Coffee" and Is Punished
On January 10, 2019, Beijing 3W Coffee Co., Ltd. was fined 200000 yuan by Haidian Branch of Beijing Administration for Industry and Commerce for publishing advertisements containing words such as "Prime Minister's Coffee of the Same Style" and the image of national leaders in its business premises.
Illegal cases: CCTV: "CCTV National Brand Plan" investigated
On January 17, 2019, the State Administration of Market Supervision and Administration interviewed the Central Radio and Television Station about the suspected violation of the Advertising Law of the advertising language of the "CCTV National Brand Plan", and instructed the Beijing Municipal Market Supervision Bureau to file a case for investigation according to law.
Illegal cases: Fudi uses the image of state organ staff healthily
In 2019, Shanghai Fudi Health Science and Technology Co., Ltd. was fined 1 million yuan for using the images of several national staff for advertising.
Illegal cases: Yichai Paper and Plastic Packaging Factory prints cartoon images of national leaders for publicity
In 2019, Guangdong Chaozhou Yichai Paper and Plastic Packaging Factory was fined 800000 yuan for printing milk tea sealing film with cartoon images of national leaders for its milk tea stores and franchise stores, and the amount of advertisements printed was large and spread widely, resulting in adverse social impact.
3、 Including "the most" and related words
The best, the best, the best, the most favorite, the most profitable, the best, the most advanced, the best, the largest, the largest, the highest, the highest, the highest, the highest, the highest, the highest, the most luxurious, the lowest, the lowest, the lowest, the lowest, the lowest, the most fashionable, the most popular, the most fashionable, the most crowded, the most consistent, the most comfortable, the first, the most advanced, the most advanced science The most advanced processing technology, the first enjoyment, the last, the last wave, the latest, the latest technology, the latest science and other absolute terms with the same or similar meanings.
Illegal cases: Absolute terms used in Zhongbang packaging publicity
In 2019, Shijiazhuang Zhongbang Packaging Materials Co., Ltd. was fined 200000 yuan for publishing an advertisement containing the content of "the largest production base of medical aluminum plastic packaging and heavy packaging in the north".
4、 Including "one" and related words
First, the first in China, the first in the whole network, the first in sales, the first in ranking, the only, the first brand, NO.1, TOP. 1, unique, the first in the country, first-class, one day, only this once (one model), the last wave, one of the top X brands in the country, etc.
Illegal cases: The advertising content of Zhengliyuan Pueraria Powder is inconsistent with the actual situation
In November 2019, Chongqing Zhengliyuan Science and Trade Co., Ltd. was fined 200000 yuan for publishing food advertisements with contents such as "the first brand in China's pueraria industry".
5、 Including "level/pole" and related words
Words such as national level (except those issued by relevant units), global level, cosmic level, world-class, top (top/cutting-edge), top technology, top enjoyment, top quality, excellent (excellent/absolute), ultimate, and ultimate.
Illegal cases: Inappropriate terms used in Little Red Book
On February 3, 2019, Shanghai Jiading District Market Supervision Bureau publicized the decision on administrative punishment, which showed that the operator of Xiaohongshu App, Xingyin Information Technology (Shanghai) Co., Ltd., was fined 30000 yuan for using such terms as "national level, highest level, best" when publishing advertisements.
Illegal cases: The slogan of Hammer mobile phone is "the second best in the world"
In February 2015, Haidian Branch of Beijing Municipal Administration for Industry and Commerce officially judged that Hammer mobile phone "the second best used smart phone in the world" violated the regulations, ordered to stop publishing illegal advertisements and publicly correct them.
6、 Words related to brand status
Ace, leader brand, world leader, far leader, leader, founder, pioneer brand, leading listing, supreme, peak, leader, king, king, champion, land king, building king, etc.
Illegal cases: Cucurbit seed used car false advertising slogan punished
On November 15, 2018, Golden Melon Seed Science and Technology Development (Beijing) Co., Ltd. was fined 12.5 million yuan for using the false slogan of "a year after its establishment, the turnover has been far ahead" in its advertisement.
Illegal cases: Jiaduobao: "10 cans of herbal tea and 7 cans of Jiaduobao" were fined
On August 16, 2019, according to the Civil Judgment of the Supreme Court, Wuhan Jiaduobao was sentenced to compensate Guangzhou Pharmaceutical Group and Wang Laoji Health for a total of 1 million yuan, stop publishing the advertising words of "Add Duobao for every 10 cans of herbal tea sold in China", stop using and destroy the product packaging printed with the advertising words of "red cans of herbal tea with leading sales in China - Jiaduobao"
7、 Words indicating absolute, extreme and impossible to verify
Absolute value, absolute, big brand, precision, super profit, leading brand, leading listing, superstar, famous, luxury, one of the world/national X major brands, world-class, gold medal, famous brand, excellent, world leading, top craft, trump, sales champion, ultimate, permanent, trump, leader, leading brand, unique, unprecedented, versatile, 100%, international quality High grade, authentic and other exaggerated expressions that are false or cannot be judged.
Illegal cases: Absolute language used in new materials of imperial domain
In 2019, Foshan Huangyu New Material Technology Co., Ltd. was fined 230000 yuan for publishing advertisements containing the words "leading brand", "absolutely pollution-free", "the lowest price", "quality is the best", "absolutely the best choice, no one", "the world's top", "the best substitute", etc.
8、 Superstitious language
Superstitious terms such as bringing good luck, enhancing the sixth sense, dispelling villains, increasing career fortune, seeking wealth, health and wealth, improving luck, helping the career, protecting the body, balancing positive and negative energy, eliminating mental stress, adjusting pressure, turning bad luck into good luck, changing fortune, getting everything done, prospering people, prospering wealth, helping good fortune to avoid bad luck, and turning rich into good fortune.
Illegal cases: Country Garden releases geomantic omen and other superstitious content
In 2019, Maoming Country Garden released the advertisement of "Employing Huang Chuqi, a famous international fortune maker, to explain the geomantic omen, start the Year of the Pig, and sign the fortune celebration", and was fined 205000 yuan for superstitious content.
9、 Pornographic terms
Zero distance contact, residual temperature, residual fragrance, description of body organs and other pornographic suggestive words that violate the good social fashion.
Illegal cases: Neptune Star Pornography Suggests Live Online
On June 15, 2018, Shanghai Haiwang Xingchen Pharmacy Co., Ltd. was fined 700000 yuan in accordance with the law for carrying out the online live broadcast activity of "hard night passion with ball".
10、 Words related to false content
Unprecedented, unprecedented, permanent, omnipotent, ancestral, special effects, invincible, pure natural and other false propaganda words that cannot be proved.
Illegal cases: Zhenyi Materia Medica: False content advertising is punished
In 2019, Guangzhou Zhenyi Herbal Biotechnology Co., Ltd. was fined 200000 yuan for publishing false content advertisements containing "thousand year old recipe", "black hair secret recipe" and "let you have permanent black hair".
11、 Representation of consumers suspected of cheating
Click to accept the award, congratulate on winning the award, free for all, click to have a surprise, click to get, click to turn around, click to try on, click to flip, receive prizes, non GMO is safer and other statements suspected of inducing consumers.
Illegal cases: Soupor product silent wall breaker false advertising fined
On November 26, 2019, Supor's "all silent wall breaker" was fined more than 3.48 million yuan due to false publicity such as "always silent" in its advertising.
Illegal cases: Shendan egg "Haotu" trademark misleads consumers
The "315" party in 2019 exposed the "Haotu" eggs of Hubei Shendan Health Food Co., Ltd., which misled consumers. In 2015, he was fined 60000 yuan for the absolute wording of "China's largest egg processing enterprise".
12、 Expression to stimulate consumers' panic buying psychology
The words that stimulate the panic buying mentality include "second kill", "rush to explode", "no more grab, no more cheap, no more chance if missed", "panic buying", "panic buying", "free collection", "zero down payment", "zero distance", "you can set the price" and so on.
Illegal cases: Guang'an Xinda Real Estate "sold out in the first batch" was fined
In October 2019, Sichuan Guang'an Xinda Real Estate Co., Ltd. was fined 120000 yuan for publishing advertisements containing the words "the first batch sold out".
13、 Expression of limited time
The time limit must have a specific time limit, and all group purchases must be marked with specific activity dates, such as today, today, several days and nights, countdown, take advantage of the present, just, only, weekends, anniversaries, special offers, shopping, flash buying, brand groups, boutique groups, and single product groups. It is strictly prohibited to use the product at any time, only once, increase the price at any time, and immediately reduce the price The last wave of words that cannot determine the time limit.
14、 Common goods contain suspected medical terms
Comprehensively adjust the endocrine balance of human body, enhance or enhance immunity, help sleep, insomnia, nourish yin and yang, and strengthen yang. It can eliminate inflammation, promote metabolism, reduce red blood silk, produce optimized cell structure, repair damaged skin, cure (except for cure system), anti-inflammatory, blood activating and detoxification. Weight loss, heat clearing and detoxification, heat clearing and dampness removing, treatment, sterilization, sterilization, sterilization, bacteria prevention, disinfection, detoxification. It can prevent, soften, relieve, desensitize, desensitize, resist, desensitize, improve sensitive skin, improve allergy, and reduce skin sensitivity. Calm down, calm, regulate qi, circulate qi, activate blood, build muscles, replenish blood, calm the nerves, nourish the brain, replenish qi, and unblock the pulse. Stomach distension and peristalsis, diuresis, expelling cold and detoxification, regulating endocrine, delaying menopause, tonifying kidney, dispelling wind, and generating hair. Prevent cancer, fight cancer, remove scars, lower blood pressure, prevent and treat hypertension. Improve endocrine, balance hormones, prevent ovarian and uterine dysfunction, remove toxins in the body, and absorb lead and mercury. Dehumidify, moisten dryness, treat armpit odor, treat body odor, and treat yin odor. Cosmetic treatment, eliminate spots, clear spots, no spots, treat alopecia areata, reduce multiple spots and stretch marks layer by layer. Hair regeneration; Hair regeneration; Black hair; Arrest; Germinal arrest; Seborrheic alopecia; Pathological alopecia; Hair follicle activation, rosacea; Wound healing removes toxins; Relieve convulsions, relieve or alleviate disease symptoms, prescriptions, prescriptions, and clinical observations of ×× cases have obvious effects. Papules, pustules, tinea manus, onychomycosis, tinea corporis, tinea capitis, tinea cruris, tinea pedis, beriberi, tinea goosenea, tinea versicolor, psoriasis, and infectious eczema. Cold, menstrual pain, myalgia, headache, abdominal pain, constipation, asthma, bronchitis, indigestion. Names or symptoms of knife wounds, burns, scalds, sores and carbuncles, folliculitis, skin infections, skin facial spasm and other diseases. Bacteria, fungi, candida, pityrosporum, anaerobes, dental spores, acne, hair follicle parasites and other microbial names. Estrogen, androgen, hormone, antibiotic, hormone. Medicine, Chinese herbal medicine, central nervous system. Cell regeneration, cell proliferation and differentiation, immunity, affected area, scar, joint pain, chilblain, frostbite. Oxygen exchange between skin cells, redness, swelling, lymph, capillaries, lymphotoxin, etc. Other medical terms involving disease treatment function and disease name.
Illegal cases: Gome Online failed to stop illegal advertising activities according to law
On December 12, 2019, a third party merchant on Gome Online website published an illegal advertisement for ordinary food with therapeutic effect in its online store. Gome Online failed to perform its obligation to stop it according to law and was fined 660000 yuan.
15、 Prohibited words in medical advertisements (including hospitals, drugs, medical devices)
The words "Please purchase and use according to the drug manual or under the guidance of pharmacists" are not marked. Words that make a guarantee commitment to medical effect, such as taking effect in the same day, getting well in XX days, the cure rate is XX%, saying goodbye easily, curing all, prolonging life, the highest medical level, safer, faster recovery, zero accident, zero worry, complete elimination, one-time cure without recurrence, no recurrence, full recovery, complete elimination, significant improvement, etc.
Illegal cases: 999 Piyanping Drug Advertisement Unclear and Punished
On December 17, 2019, 999 Piyanping was fined 900000 yuan for not indicating taboos, adverse reactions, or the words "please purchase and use according to the drug instructions or under the guidance of pharmacists" because he was advertised by actors in the small theater at the end of the fourth, sixth, and seventh episodes of the third season of "Chucking Conference", but did not indicate taboos, adverse reactions.
Illegal cases: Today's headline released medical advertisement without review
In March 2018, Toutiao APP was confiscated more than 230000 yuan of advertising fees and fined 707900 yuan for publishing multiple medical advertisements without medical advertisement review certificates.
16、 Forbidden Words in Cosmetic Advertising
Special effect, high efficiency, full effect, strong effect, quick effect, quick whitening, one wash whitening, effective in XX days, effective in XX cycles, super strong, active, all-round, safe, non-toxic, fat dissolving, liposuction, burning fat, slimming, face, leg, weight loss, longevity, improving (protecting) memory, improving skin anti stimulation, eliminating, clearing, dissolving dead cells, and removing (removing) dead cells Remove wrinkles, smooth wrinkles, repair broken elastic (strength) fibers, stop shedding, use new coloring mechanism to never fade, quickly repair skin damaged by ultraviolet rays, renew skin, destroy melanocytes, block (hinder) the formation of melanin, breast, breast, make breast plump, prevent breast sagging (except for beauty and bodybuilding cosmetics), improve (promote) Sleep, sleep well, etc.
Illegal cases: L'Oreal was fined for false content advertising
L'Oreal (China) Co., Ltd. was fined 200000 yuan for publishing false content advertisements with the use effect of fictional products such as "skin is like new life in eight days regardless of age and skin condition".
17、 Forbidden Words in Real Estate Advertising
Words promising appreciation or return on investment, such as steady income, guaranteed appreciation, worry free security, stable income, rent collection upon purchase, appreciation value, value depression, value natural, return on investment, crowdfunding, price appreciation, buying houses rather than stocks, wireless appreciation potential, and earning upon purchase.
It takes only XX minutes to reach the railway station/airport/expressway, and only XX minutes to reach a specific reference object. One river, one island, five parks, two rivers, one lake, four parks, XX hospital planning and construction, XX urban rail transit planning, XX cultural center/gymnasium/school planning and construction, XXX school in close proximity, worry free education, education escort, nine-year education, one-stop education, school district housing, priority to enrollment, 12 year education worry free, let children win at the starting line and other misleading words. Other words that mislead and publicize the traffic, commercial, cultural and educational facilities and other municipal conditions under planning or construction.
Illegal cases: Soufun promises to appreciate the return on investment
In September 2019, Chongqing Branch of Beijing Soufun Network Technology Co., Ltd. was fined 150000 yuan for publishing advertisements containing the content of "ensuring the return of wealth investment".
Illegal cases: Xinguang Investment Real Estate uses arrival time to indicate location
Maoming Xinguang Investment Real Estate Co., Ltd. was fined 20000 yuan for publishing advertisements such as "Binwan Road is at the gate of the project, adjacent to Nanhai Avenue, and it can directly reach Shuidong Port in about 15 minutes", "Shenzhen Maoming Shenzhen Maoming High speed Railway can be connected in about 20 minutes via Maonan Avenue", etc.
18、 Forbidden words in education and training advertisements
Words that guarantee training effectiveness and degree attainment, such as improving memory efficiency by a hundredfold, making great achievements, keeping an eye on everything, remembering never forget in 7 days, having a pass rate of XX%, being the king with high scores, being among the best, creating a legend, getting 100% high paid employment, and being recognized by the state.
The words that suggest the participation of test setters in training include the cooperation of test setting experts, the delimitation of the scope of the test, and the golden key to Peking University/Tsinghua University.
Illegal cases: Suntech Education Fictively Issued Academic Qualifications
Beijing Suntech Online Education Technology Co., Ltd. was fined 279300 yuan for failing to issue academic certificates when it claimed in its advertisement that "after one year's study, the country recognizes it".
Illegal cases: Brain cube whole brain application training center exaggerates training effect
In 2019, Fenghua Branch of Inner Mongolia Brain Cube Whole Brain Application Training Center Co., Ltd. was fined 600000 yuan for releasing education and training advertisements containing the contents of "improving the efficiency of word memory 100 times, memorizing words for three years in 30 hours", "keeping in mind every step of the way" and "memorizing English words for the whole semester in seven days".
19、 Forbidden words in financial advertisements
100% principal and interest guarantee, 100% winning rate, X% - X% annualized yield, risk-free, value maintenance and appreciation, principal and interest reassurance, stable earning, the most professional, the safest and other words that make a guarantee commitment to future earnings.
There shall be reasonable prompts or warnings for possible risks and risk liability.
Illegal cases: Rong360 releases advertisements of guaranteed capital financing in violation of regulations
On June 4, 2019, Beijing Rongshiji Information Technology Co., Ltd., the parent company of Rong360, the Internet financial vertical search platform, was fined 700000 yuan for containing "a guaranteed commitment to future earnings".
20、 False publicity of patented technology
Those who have not obtained patent rights shall not falsely claim to have obtained patent rights in advertisements. It is prohibited to use patent applications that have not been granted patent rights or patents that have been terminated, revoked or invalid for advertising.
Illegal cases: Xiaomi Company misleads consumers by publicizing that "46 patents have been applied for"
On January 25, 2016, Xiaomi Company appeared on its official website the text of "Xiaomi 4C mobile phone edge touch has applied for 46 patents", but in fact, the patent was not obtained, and was fined 30000 yuan.
Penalties
Article 57 of the New Law stipulates that if an advertiser publishes an advertisement prohibited by Article 9 of the New Law, the administrative department for industry and commerce shall order him to stop publishing the advertisement and impose a fine of not less than 200000 yuan but not more than 1 million yuan on the advertiser. If the circumstances are serious, his business license may be revoked, and the advertising examination and approval documents shall be revoked by the advertising examination authority Do not accept the application for advertisement review within one year; For advertising agents and publishers, the administrative department for industry and commerce shall confiscate the advertising expenses and impose a fine of more than 200000 yuan but less than 1 million yuan. If the circumstances are serious, the business license and the registration certificate of advertising publication may also be revoked.
These are all advertising laws that we have to know. Do you understand them?
