Text: Xiaoxin, who is full of vitality
Editor|Uncle Wang of the Dump Garden
Preface
On May 9, Coconut Tree Group issued a response to the fact that it was fined 400,000 yuan for suspected vulgar advertising. The group said that the content of these advertisements was actually "popular science education", not commercial advertisements, and expressed its dissatisfaction with the punishment.
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The video comes from Changjiang Cloud News
The cause of the incident was that the Coconut Tree Group reposted an article on its official website that contained controversial content such as "rubbing milk with coconut water" and "South Pacific beauties rarely 'airport'".
Because the content is so blunt, it is considered vulgar and misleading advertising. As a result, the relevant regulatory authorities issued a fine of 400,000 yuan to the Coconut Tree Group and required them to rectify it immediately.
In response, Coconut Tree Group said that these contents are for popular science education, so that everyone can understand the nutritional value and role of coconut water, and it is not deliberately vulgar marketing.
They are also worried that the punishment will affect the brand image, which will smash the jobs of more than 20,000 employees of the Coconut Tree Group and upstream and downstream enterprises, resulting in 500,000 coconut farmers in Hainan unable to sell their coconuts, and eventually returning to poverty.
Although Coconut Tree Group is not satisfied with the penalty, the regulator's fine also shows the importance of advertising supervision.
In any case, companies still have to strictly abide by the relevant regulations when advertising to avoid disputes and losses.
As soon as the topic was posted on the Internet, the comment area instantly exploded! Tens of thousands of comments poured in,
Some of these netizens' comments are even more exciting, let's take a look.
The coconut tree is powerful, and once a year it is accused, the company is on the hot search once, and the company is getting bigger and bigger, and the means are smart
Netizen: The coconut tree tastes good
But I still love to drink coconut water from coconut trees
Netizen: It's an old brand, and it's delicious because the packaging box is full of advertisements
Anyway, after reading the news yesterday, I remembered that I hadn't drunk coconut water for a long time, so I went to place an order and stock up on a box
Netizen: I bought two large bottles yesterday
Personal opinion
The Coconut Tree Group's advertising is indeed somewhat controversial. "Rubbing milk with coconut water" and "South Pacific beauties rarely 'airport'" are really a bit too straightforward and a little uncomfortable to watch.
From an advertising point of view, such content can easily come across as vulgar and not good for the brand image.
Therefore, I think it is reasonable for the regulatory authorities to issue a fine of 400,000 yuan to Coconut Tree Group this time, after all, advertising must also follow some ethical standards.
But the Coconut Palm Group's response is not entirely unreasonable.
As a large enterprise in Hainan, Coconut Tree Group has indeed played a great role in promoting the local economy, especially to the income of coconut farmers.
I can understand the company's concern that the brand image will be damaged, affecting the jobs of more than 20,000 upstream and downstream employees, and that the coconuts of 500,000 coconut farmers in Hainan will not be able to sell, leading to a return to poverty.
However, the argument that advertising is "popular science education" and not commercial advertising is a bit untenable.
Regardless of the purpose, the content and form of the ad should comply with regulatory and ethical standards. When enterprises advertise, they can't ignore the advertising rules just because they think it's "popular science".
Coconut Tree Group should indeed pay more attention to advertising and publicity, in line with the public's aesthetics and social expectations.
And the punishment of the regulatory department can be regarded as a reminder to other companies that advertising cannot be done casually.
When disseminating product information, it is still within the framework of legal compliance, and not too vulgar in order to attract attention. After all, a good image and social responsibility still have to be taken into account.
What do you think of the coconut tree's response? Feel free to leave a message in the comment area!
#椰树强势回应 was punished for "rubbing the edge": I don't accept it#
Editor's note: The comments of netizens in the article reflect the diverse voices and opinions of society, but do not represent the position of this article
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