In early 2022, the U.S. Department of Health and Human Services released the 15th edition of its Carcinogen Report, which lists chronic infection with Helicobacter pylori as a definitive carcinogen. Therefore, in recent years, the use of the so-called "anti-ghost products" to make money merchants are also more and more, Shandong Kangliyuan company's "Yue (Yue) time toothpaste" at the moment claims to be able to effectively inhibit Helicobacter pylori, this toothpaste was even identified as "professional elimination of Helicobacter pylori toothpaste.".
So does this way of advertising have a scientific basis? Has Kangliyuan's "Yuexiang VIP" APP ever been notified by the Shandong Provincial Communications Administration for failing to complete the rectification as required? Does "Lijun Xinkang Vitamin C Tablet Candy (Capping)" have the health benefit of improving immunity? How should the current purchase model of the platform be interpreted?
Ordinary food, health benefits?
Shandong Kangliyuan Biotechnology Co., Ltd. was established on January 19, 2021, the legal representative Li Huabin, the shareholders are Wang Ningning (major shareholder), Li Huabin, the registered capital of 10.178 million yuan, according to the 2021 annual report, the company's shareholders paid up capital of only 177,920 yuan. In terms of the company's management, Zheng Hongqi is the executive president.
In March 2022, the Shandong Provincial Communications Administration issued a notice on 16 APP that did not complete the rectification as required (the first batch in 2022), which showed that the Shandong Provincial Communications Administration continued to carry out special rectification actions, and since the beginning of this year, it has detected that 26 APPS have infringed on the rights and interests of users, and issued a rectification notice, requiring APP operators to rectify within a time limit. Up to that time, there were 16 APPS that had not completed rectification within the specified time limit, and in the "List of Problem APP That Had Not Completed Rectification", Shandong Kangliyuan Biotechnology Co., Ltd. and its "Yuexiang VIP" APP were listed among them.
Up to now, in the Vip, a number of products have been listed, for free redemption of "Lijun Xinkang Vitamin C Tablet Candy (Gland)" is one of them, the product is said to have the health effect of "improving immunity".
In fact, tablet candy belongs to the candy category of ordinary food, not health food. According to the provisions of "SB/T 10347-2017 Candy Tablet Candy", tableted candy is a solid candy made by mixing, granulating or not granulating, pressing and forming and other related processes such as sugar or syrup (powder) or sweetener as the main raw material.
According to the relevant provisions of the State Food and Drug Administration on health food, foods with the effect of "improving immunity" are classified as "health foods". The General Principles for the Labeling of Prepackaged Food of the National Standard for Food Safety (GB7718-2011) also stipulates that non-health foods shall not expressly or implicitly have health care effects. When non-health food advertisements promote health care functions, they may be characterized in accordance with the provisions of Article 9 (11) of the Advertising Law and the circumstances prohibited by the Regulations for the Implementation of the Food Safety Law. Non-health food advertising promotes health care functions, which is a false description of the performance and function of the food itself, which is easy to cause misunderstanding among consumers, and can be characterized by false advertising.
Ingredients imply that anti-cancer and anti-cancer?
In the PPT information provided by the promoters, another ordinary food called "Ashitaba Meal Replacement Powder" (production license number SC10613068300949) contains ingredients that have also been very exaggerated packaging, and under the product name, the words "anti-cancer and anti-cancer" also appear in a prominent position.
In this way, there may be consumers misled by such propaganda, and then mistakenly think that the product also has the effect of its ingredients being packaged, Article 28 of the Advertising Law stipulates that the advertisement has one of the following circumstances, it is a false advertisement: (2) the performance, function, origin, use, quality, specification, composition, price, producer, expiration date, sales status, honors and other information of the service, or the content, provider, form, quality, price, sales status, honors and other information of the service, Information such as promises related to goods or services is inconsistent with the actual situation and has a substantial impact on the purchase behavior.
As for the medical role of "cancer prevention and anti-cancer", Article 17 of the Mainland's Advertising Law clearly points out that, except for advertisements for medical treatment, drugs and medical devices, it is forbidden to advertise any other advertisements involving disease treatment functions, and medical terms or terms that are easy to confuse the goods being marketed with drugs and medical devices are prohibited.
Anti-ghost toothpaste, worthy of the name?
According to relevant data, the infection rate of Helicobacter pylori in the mainland is as high as 50%, and about half of the Chinese people are infected with Helicobacter pylori. In this context, there are more and more "anti-ghost toothpaste" pouring into the health care market, and there is such a product under Kangliyuan.
According to the PPT information provided by the promoters, The anti-yu toothpaste under Kangliyuan has been authoritatively certified and experimentally tested, and has been identified as a "toothpaste that professionally eliminates Helicobacter pylori".
In the Vip, users can see this product in the shopping area, 6 toothpastes are priced at 599 yuan, and the price of a toothpaste is close to three digits.
In the "Circle of Friends Materials" section and product detail page in the APP, there are also introductions about the product can resist ghost.
But toothpaste can prevent or even eliminate Helicobacter pylori This claim is probably not convincing, according to the "Health Times" report, a number of experts said that relying on toothpaste brushing teeth to prevent or treat Helicobacter pylori infection has no scientific basis. "Helicobacter pylori is one of the few bacteria found to survive in the environment of high concentrations of human stomach acid, and its vitality is very strong, that is to say, strong acids are difficult to kill it." Han Ying, former chairman of the Internal Medicine Branch of the Chinese Medical Association and director of the Department of Gastroenterology of the First Affiliated Hospital of the Air Force Military Medical University, said that the eradication of Helicobacter pylori requires standardized prevention and control methods: tableware and dental appliances need to be disinfected before medication; Close contacts with the patient need to be checked for Hp, and positive findings need to be cleared; Reasonable selection of antacid suppressants and antibiotics and continuous medication for 14 days to achieve effective radical effect.
Earlier, Xinhua news agency also learned from the State Food and Drug Administration that Helicobacter pylori colonized in the stomach and could not be prevented or cured by brushing teeth with toothpaste. At present, most of the so-called "anti-ghost toothpaste" sold on the market is under the guise of "patent" and "high-tech", and deceives consumers by placing a large number of false advertisements on some online platforms.
However, in order to prove that this toothpaste really has an anti-spectral effect, In the relevant PPT data, there are also relevant cases.
Such cases also appeared in the video number platform.
Obviously, the emergence of these cases will also involve the use of assurances in the name of others or the use of implied methods to mislead their utility. Some insiders pointed out that the advertising of any product should be true and legal, and must not use the name of others to guarantee or imply that the efficacy of the product should mislead consumers. Any content that explicitly or implicitly has a medical effect, exaggerates the function or other content that is easy to cause misunderstanding to consumers, violates relevant laws and regulations, or is suspected of false publicity.
Purchase model, five major grades
Next, let's pay attention to how to interpret the bonus system implemented by Kangliyuan. According to the information provided by the promoter Ah Qiang (pseudonym), the business model promoted by Kangliyuan at the moment is the purchase model, the position is 599 yuan, 9 people are automatically matched into a group (of which 1 person consumes 599 yuan of products), 8 people earn points (48 points / time), a cycle is 56 times, a total of 3 times consumption of products. In this way, after subtracting 3 times from 56 times, there are 53 times, each time is 48 points, the participants will get a total of 2544 points, and the total consumption is 599 yuan multiplied by 3 times is 1797 yuan, according to the lecturer, after a cycle, the participants even come back with profits, when withdrawing, users should also pay attention to another 3% repurchase, as well as 6% tax.
According to the number of promoters to develop the market, the participants were also divided into five levels, 3 direct pushes, 10 teams accumulated, and upgraded to VIP; Directly push 5, the team accumulated 50, upgraded to supervisor; Directly push 10, the team accumulated 200, upgraded to director; Directly push 15, the team accumulated 500, upgraded to manager; Directly pushed 20, the team accumulated 2000, upgraded to director. The corresponding rights and interests of different levels are naturally different, and the specific differences are as follows:
The level rewards and difference rewards are as follows:
In a video platform, individual users also released an interpretation of the Kangliyuan purchase model, which is enough to prove the authenticity of the above information.
Recently, in order to further stimulate the market, the platform official also launched the "Incentive Policy".
Externally, in order to attract more people to join, the official issued incentive policies; Internally, Kangliyuan has also adjusted the so-called purchase rules through multiple platform announcements within the mall.
Postscript
In recent years, various brands of anti-ghost toothpaste have appeared in the public's field of vision one after another, attracting countless consumers to contribute generously, but experts generally believe that the reason why "anti-ghost toothpaste" has a gap to take advantage of is directly related to the limited or even wrong knowledge of Helicobacter pylori by ordinary people. Regulators have long spoken out that "anti-ghost toothpaste" is suspected of falsely claiming efficacy. At the same time, according to relevant reports, the state drug regulatory department will further guide the public to correctly understand the efficacy of toothpaste and dispose of toothpaste products that falsely claim efficacy according to law.
As for the corporate culture concept of "giving health to the most loved ones", how will Shandong Kangliyuan Company develop in the future? Can the false publicity problems surrounding related products be paid attention to and rectified by the operator? In this regard, the micro-business e-commerce research will continue to pay attention.
Source of the article: Micro-business e-commerce research, hereby thanks!