The good days of the star "xx experience officer" taking money and not taking responsibility are over?

From this year onwards, celebrity advertising endorsements will be included in the scope of supervision of laws and regulations, and it may not be so easy to be unscrupulous.

On February 7, the Shanghai Municipal Administration for Market Supervision and Administration issued the Notice of Compliance Guidelines for Commercial Advertising Endorsement Activities

Image source Screenshot of the website of the Shanghai Municipal Administration of Market Supervision

In recent years, celebrity artists have repeatedly overturned the phenomenon after charging high advertising endorsement fees, involving a wide range of fields, the Internet investment platform has exploded and run away, the quality of product endorsement is not up to standard, the brand is suspected of fraud, etc. Star spokespersons do bear certain risks, so in order to avoid the legal responsibility brought about by the identity of "spokespersons", the term "experience officer" came into being.

Such as "xx experience officer", "chief experience officer", "ambassador" and other terms, borrowing the popularity of celebrities, winning the public's attention, once there is a problem, but with no actual endorsement and other excuses to avoid legal responsibility.

With the continuous improvement and development of mainland laws and regulations, such a phenomenon as having an endorsement and not having an endorsement will inevitably be curbed.

Now Shanghai has taken the lead in issuing the "Business Compliance Guidelines", which clarifies the definition of identity, which is equivalent to Wukong's tight hoop, and it is not so easy to play "edge ball".

The days when celebrities take money and don't take responsibility for "exploiting loopholes" will surely become history.