Recently, the female star Jing Tian stall has an affair.
Because of false advertising endorsements.
Not only was the relevant department issued a huge fine.
It was also criticized by the People's Daily by name: it is sobering... Take the case as a warning.
Many netizens are even more angry and demand that "severe punishment be imposed."
Everyone's emotions are understandable.
After all, it is not the first time that celebrities have "endorsed the car".
Last year, Li Weijia was blocked by a group of franchisees wearing "unscrupulous artists" T-shirts for endorsing a milk tea brand.
Strangely enough.
Despite the indignation of public opinion, the authoritative central media has been angrily criticized several times.
But why are the stars who endorse "false and illegal advertising" "repeatedly teaching"?
Perhaps, after reading the following 4 cases, we will find some answers from them.
04. Hou Yaohua endorsed 10 false advertisements
Hou Yaohua is the second son of the famous cross-talk performance artist Master Hou Baolin.
Hou Yaowen's brother-in-law, Guo Degang's "uncle".
In the cross-talk industry, the generational score is very high.
In the early years, he starred in "The Story of the Editorial Department", which became popular and became a famous comedian in the country.
The Story of the Editorial Board
As a celebrity, Hou Yaohua naturally has no shortage of advertising endorsements.
But he also planted it in advertising.
In 2009, Hou Yaohua was criticized by CCTV for being involved in endorsing 10 false advertisements.
Another celebrity endorsing a fake ad is already a major accident.
But he was put out 10 in one go.
It is reasonable to say that eating a trench is a wisdom.
Teacher Hou is not.
Fast forward to 2015.
Among the top ten typical cases of suspected violations of the Advertising Law released by the State Administration for Industry and Commerce.
His "masterpieces" are listed again.
Hou Yaohua topped the title of famous performing artist in an advertisement called "Top Ten Famous Paintings passed down from generation to generation".
The silk prints produced by a handicraft factory in Zhejiang blew out the taste of famous painting collections.
As a result, many consumers are "generous".
Why does he repeatedly endorse the overturning car?
In an interview with reporters, Hou Yaohua's answer may illustrate some questions:
It is said that celebrities should try out the products they endorse first.
Taking health care products as an example, Hou Yaohua bluntly said that he really did not know what the effect was.
Because I didn't have that disease, how could I possibly take that medicine?
Screenshots are from web video
Even more is yet to come.
Hou Yaohua told reporters that he did not want to know about the product before taking the order.
Mainly some manufacturers told him: things have not yet been produced.
On the surface, it seems that the manufacturer is responsible, and if there is no production, it will find someone to endorse.
But such endorsements also dare to take over, and Teacher Hou is also extraordinary.
At that moment, he seemed to have forgotten the sense of responsibility of public figures.
Today's Hou Yaohua, there are almost no ads looking for him.
Even if he posts some daily life content on the short video platform, the audience has few likes.
Credibility accumulated over the past few decades.
It seems that little by little it has been consumed in false advertising endorsements and can never go back.
03, Li Jindou endorsed the "hand string" and was named by CCTV
Because of the appeal of the Spring Festival Gala.
In the 1990s, a large number of cross-talk actors became household names in the country.
Li Jindou is one of them.
This indian-looking cross-talk actor had a particularly bumpy life when he was young.
Abandoned by his father at an early age, his mother died early.
He was raised by his mother's girlfriend who helped to pull him up.
Later, due to the problem of birth composition, the youth period was also more difficult.
It was crosstalk that supported Li Jindou all the way and eventually became a famous actor.
Young Li Jindou
But fame is a double-edged sword.
In 2014, a company found Li Jindou, and the two sides hit it off.
Make an ad in the form of the most popular TV show at the time.
Only to see Li Jindou sitting on the hosting table, introducing some "hand strings" in the familiar cross-talk language of the audience:
What china's most valuable five major literary play investment bracelet set.
What are the top materials of the world's top few.
The most ridiculous thing is that it is obviously an advertisement, and it has also taken pains to give itself a name - "Golden Bucket Treasure Hunt".
As a result, it was found by the relevant management departments that Li Jindou's advertisement was suspected of false propaganda:
First, under the banner of free gifts, the so-called customs duties and processing fees of 1680 yuan were actually charged.
The second is to constantly imply that there is a huge room for consumer appreciation.
The third is to publicize that these bracelets can treat certain diseases.
What's more fake is that a lot of "childcare" is also found to impersonate the audience to call the hotline for snapping up.
Finally, Li Jindou was named and angrily criticized by CCTV along with the advertisement, becoming one of the top ten typical cases of suspected violations of the Advertising Law in 2015.
Unlike general advertising endorsements, they are pronounced according to the script.
"Treasure Hunt for Jindou" and Hou Yaohua's "Top Ten Famous Paintings", the spokesperson has a more obvious initiative and interaction in form.
I have to say that the bottom line of their advertising endorsement seems to be lower.
02, Ma Yili involved in the "fraud case"
In 2021, Ma Yili was involved in the "routine franchise" contract fraud case because of the endorsement of a certain tea drink.
It is reported that in order to successfully recruit franchisees, the milk tea brand has hired people to queue up for a long time to create the illusion of hot business.
But once the franchise fee was paid, these eagerly awaited franchisees got nothing.
At that time, the Shanghai police released the news that the amount involved was as high as 700 million, and more than 90 people were taken compulsory criminal measures.
Although Ma Yili apologized for the first time.
But public opinion does not buy it.
Xinhua News Agency pointed out to the point: Is an apology enough?
Yes, many franchisees really decided to pay money for Ma Yili.
A young man surnamed Li from Shanxi told the media:
"What impressed me the most was Ma Yili, who has a very positive image in the eyes of our 30s, and many franchisees are rushing to her."
Indeed, on the tea brand there is a huge poster with the Fortune Hotline.
The intellectually generous Ma Yili makes it easy for people to associate the brand with her positive image.
Unlike in the past, celebrity false advertising endorsements mainly harmed the rights and interests of consumers.
The milk tea endorsed by Ma Yili and Li Weijia has made those investors who want to do business the biggest victim.
According to media reports, some franchisees lost as much as 1.5 million.
01. Wang Han was "protected" by investors
In 2020, due to the non-fulfillment of promises by a financial management platform.
As a result, investors are unable to pay their book assets as promised.
Wang Han, the platform's former spokesperson, was pushed to the center of the storm of public opinion.
Wang Han then issued an information note.
However, Wang Han said in it that he only spokespeople for the platform from 2016 to 2018.
Let many netizens think that there is a suspicion of throwing the pot.
Some investors believe that Wang Han did not fulfill his obligation to understand the product in the endorsement process.
In the end, he was also listed as a debt collector.
Turning forward, there are not a few people like Wang Han who are ultimately held accountable as a former spokesperson.
One of the most famous examples is Deng Jie and Sanlu Milk Powder:
The Melamine Incident in 2008.
At the end of the year, the substance was found to be in 22 manufacturers and 69 batches of products nationwide.
As a result, a total of 294,000 children with urinary system abnormalities occurred.
Although at this time, Deng Jie no longer serves as the spokesperson for the Sanlu brand.
But against the background of such a tragic reality, Deng Jie once said about Sanlu milk powder on TV:
The advertising slogan of "professional production, quality assurance, reassurance, I trust" is particularly harsh and ironic.
After a storm, Deng Jie was almost discredited, and did not show her face for three years to shoot a scene.
It is not difficult to see through the above cases.
The reason why celebrities repeatedly endorse false advertising and overturn.
The main problem is that the courage is too big, any advertisement dares to take, and the sense of responsibility of public figures is missing.
Some cases are clearly visible, and the spokesperson seriously lacks the knowledge and understanding of the endorsement product.
In addition to the negligence in the apology statement, it is also possible to some extent to be seduced by generous remuneration.
For example, the most popular new endorsement model at the moment - live streaming.
Although the wine sold by Pan Changjiang is often questioned by netizens about the poor quality.
But it does not hinder Pan Zi's enthusiasm for carrying out his career to the end.
Only in April last year did Pan Changjiang sell goods worth 89 million yuan.
So it's not hard to understand why he's so motivated and strong.
Of course
Nor can we treat celebrity endorsements as a flood of beasts, one-size-fits-all.
After all, advertising endorsement is one of the necessary socio-economic activities.
It's just necessary to take steps to regulate it.
The obligations of celebrities should be directly proportional to the benefits.
It's the same debate that has always been debated about whether celebrities should be jointly and severally liable for the products they endorse.
And in your mind, should they bear this responsibility?
Feel free to type the answer in the comments section below.
Text/Porco Rosso Watch Movie Editorial Department: Van Silli
(Image from network infringement deleted)