"Rubbing milk with coconut"
"Drinking more coconut water can make your breasts fuller"
"South Pacific beauties rarely 'airport'"
……
recently
The Coconut Tree Group carries an explosive advertising slogan
and 400,000 fines rushed to the hot search
What the?
The coconut tree was fined again?
Yes ↓
According to the official website of Credit China, on May 6, Coconut Tree Group Co., Ltd. was administratively fined 400,000 yuan by the Longhua Branch of Haikou Market Supervision and Administration Bureau.
Screenshot of Credit China's official website
The facts of the violation show that 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'".
The behavior of the parties violated the provisions of Article 9, Paragraphs 2, 7 and 17 of the Advertising Law of the People's Republic of China, and the Coconut Tree Group was punished in accordance with the provisions of Article 57, Paragraph 1 of the Advertising Law of the People's Republic of China.
In fact, it is not the first time that coconut trees have caused controversy because of "edge ball advertising".
Few years
It has been on the hot search many times because of marketing
or be fined
Most of the reasons cannot be avoided and questioned
Vulgar advertising, false publicity
↓↓↓
In February 2019, in an advertising video of Coconut Tree Group, several female models in swimsuits were running on the beach, with the text "A cup in the morning and evening, white and tender" and "Drink from childhood to adulthood", which was accused by netizens of vulgarity and false advertising.
The Coconut Tree Group stated that the advertising slogan "I have drunk it since I was a child" does not refer to coconut water breast enlargement, but refers to drinking it from children to adults, so as to promote consumers' trust in coconut water of the Coconut Tree brand and does not violate the Advertising Law.
Subsequently, the regulatory authorities determined
The advertisement is contrary to good social customs
A fine of 200,000 yuan was issued to the coconut tree
But the coconut palm is still on the packaging
The slogan "Drink from small to big" has been retained
And ↓
In March 2021, Coconut Tree published a picture advertisement directly promoting enterprises, products and enrollment on the top of the Internet platform, in which the enrollment content was introduced in white on a black background: "If you enter the school, you will have a car, a house, a high salary, and there will definitely be handsome guys and beauties to chase."
Coconut Tree was also caught in a public opinion storm because of the recruitment advertisement, and was finally fined 400,000 yuan, of which 380,000 yuan was for the advertisement published by Coconut Tree Group with content that violated good social customs.
2022
Their job advertisements are also on the hot search
The content is similar to that of 2021
Just deleted
"There must be beautiful women and handsome guys chasing" this sentence
In addition, according to a number of media reports
Back in 2009
The Coconut Tree Group is on the bus in Haikou City
Printed with "Wife likes her husband to drink coconut palm brand pomegranate juice"
"Papaya is full, I am plump" and other advertising words
It was determined by the local industry and commerce department that it was issued in violation of regulations
Order to stop publishing immediately
and imposed a fine of 1,000 yuan
The Coconut Tree Group has also launched
The design of the volcanic rock mineral water "breast mold bottle".
It has caused quite a lot of controversy
In March 2023, Coconut Tree officially launched the live broadcast and works in the style of macho men, compared with the previous goods brought by beautiful women in tight clothes, Coconut Tree has changed its style, and specially recruited "handsome, 1.8 meters tall, with chest muscles, abdominal muscles, sunny and healthy big boys".
This also brought full traffic to the Coconut Tree Group.
Although it was said
"Black red" is also red
But brands should pay more attention
The quality and taste of the product itself
You can't just rely on "rubbing the edges" to attract attention
Governor Xiong hereby reminds the majority of operators
Marketing ad creatives can have:
The bottom line of legal morality cannot be without
Advertising Law of the People's Republic of China
Clearly stipulated
↓↓↓
Article 4
Advertisements must not contain false or misleading content, and must not deceive or mislead consumers.
Advertisers shall be responsible for the authenticity of the content of advertisements.
Article 9, paragraph 2
The name or image of a state organ or its staff must not be used or indirectly used;
Article 9, paragraph 7
shall not obstruct public order or violate good social customs;
@广大消费者
Once the above-mentioned violations are discovered
Send a report to TA immediately
Complaint hotline: 12315 or 12345
Finally, Governor Xiong once again reminded all operators to strengthen supervision, so as not to ruin their own signboards!
Today's cover image
Source丨Guangzhou Daily, CCTV, Southern Metropolis Daily
Editing 丨 generation
Proofreading丨Ting
Editor丨Lin
Please indicate the above source for reprinting
Transferred from: Chengdu Market Supervision