Recently, Coconut Tree Group Co., Ltd. was administratively fined 400,000 yuan by the Longhua Branch of Haikou Market Supervision and Administration Bureau.
According to the query enterprise chacha APP, the promotional graphics and texts published by Coconut Tree Group Co., Ltd. on its own website used state agency staff for commercial marketing, and used advertising slogans that violated public order and good customs, such as "rubbing milk with coconut" and "South Pacific beauties rarely 'airport'", which was suspected of violating the relevant provisions of the Advertising Law.
The type of violation refers to the fact that the conduct of the parties violates the provisions of Article 9, Paragraphs 2, 7 and 17 of the Advertising Law. Among them, Article 9, Paragraph 2 of the "Advertising Law of the People's Republic of China" stipulates that advertisements shall not use or covertly use the name or image of state organs or state organ staff; Article 9, Paragraph 7 stipulates: Advertisements must not obstruct public order or violate good social customs; Article 17 stipulates that, except for advertisements for medical treatment, drugs and medical devices, it is forbidden for any other advertisements to involve the function of treating diseases, and shall not use medical terms or terms that are likely to confuse the promoted goods with drugs and medical devices.
In recent years, the coconut palm has been repeatedly embroiled in controversy due to vulgar advertising. In October 2022, Coconut Tree started a live broadcast in the Douyin live broadcast room, inviting several female anchors wearing shorts, tights, and bumpy bodies to dance and bring goods in the live broadcast room.
In March 2023, Coconut Tree's live broadcast room invited a group of sturdy male anchors, and the live broadcast content was dancing and fitness. During the e-commerce event "618", the live slice video of the male anchor was widely spread on social media, which made Coconut Tree another hot search.
In the heated discussions among netizens again and again, Coconut Tree turned vulgar marketing into a "serial". As early as 2019, the State Administration of Radio and Television mentioned in the relevant notice that some versions of the coconut palm brand coconut water advertisements one-sidedly pursue sensory stimulation, promote vulgar content, and go against social customs, and there are deviations in value orientation, which are easy to mislead the audience, especially minors.
Regarding the frequent advertising controversies of Coconut Tree Group, industry insiders said that in the context of increasingly fierce market competition, brands should return to products, promote diversification and innovative research and development, rather than attract attention in a "out of place" way, and the state will definitely increase penalties for "vulgar and false advertisements".
Source: Poster News