In the past one or two years, more and more domestic milk powder brands have used spokespersons, from Feihe and Yilijin to recently announced the use of the world's first spokesperson goat milk powder brand Jiabei Aite, at the same time, Nandu reporter found that although the state's supervision of milk powder publicity has become stricter, the problem of milk powder advertising violations still exists. Combing through the list of violations found that New Zealand net red milk powder A2 became a regular customer of the "black list" of milk powder illegal advertising. In addition, the distributor of Feihe milk powder was also investigated for publishing illegal advertisements.
The function of goat milk powder was publicized as a hard-hit area of violations
Nandu reporters combed and found that the new Advertising Law of the People's Republic of China has been implemented since September 1, 2015. There have also been a number of milk powder brands that have been notified and punished by the State Administration of Market Regulation, among which A2 Milk Powder, a milk powder brand distributed by Zhichu Milk Trading (Shanghai) Co., Ltd., is a frequent customer of the "black list" and has been named twice.
At the end of January this year, the Shanghai Municipal Bureau of Market Supervision announced that A2 was fined a total of 360,000 yuan for violating the provisions of the Advertising Law for improperly using "breast milk" propaganda on Gome Online, etc., and another illegal advertisement. In June last year, A2 milk powder was ordered by the Inspection Corps of the Shanghai Municipal Bureau of Industry and Commerce to stop publishing illegal advertisements and fined 100,000 yuan for illegally using the names and images of Hu Ke and his son, who was under the age of ten at the time, as endorsements.
According to insiders close to A2 milk powder told Nandu Reporter, the main reason for A2 advertising violations is that A2 Australia headquarters does not understand China's advertising law, "the use of underage children as image endorsements in Australia has no problem, so it is inevitable to be rigid."
Nandu reporters also found that the function publicity of goat milk powder has also become a hard-hit area of violations. On January 31, 2019, the State Administration for Market Regulation announced a number of typical cases of the 100-day action to jointly rectify the chaos in the "health care" market, and Meiyiyuan organic goat milk powder under Shaanxi Meiliyuan Dairy was notified and punished for false advertising. In addition, nandu reporters saw in the information published by the State Administration of Market Supervision that in January 2018, the "Qinchuan brand goat milk powder" product display cabinet sold by the Xiaoxing Tianxia Life Hall in the eastern district of Sichuan province was posted with "goat milk itself is a unique natural antibiotic, containing substances that can enhance human immunity" and other contents suspected of false propaganda.
Feihe dealers were investigated for violating the law
Recently, the Lanxi Market Supervision Bureau in Jinhua City, Zhejiang Province, seized a case of a Crane milk powder distributor using the circle of friends to publish illegal advertisements. Zhejiang market supervision matrix official number news, the sale of Feihe milk powder stores require that consumers only need to forward the "Feihe milk powder is the most suitable for Chinese babies milk powder" text and related pictures in the circle of friends for five consecutive days, you can get a free can of the brand milk powder worth more than 300 yuan.
The Lanxi Municipal Market Supervision Bureau believes that the advertising information, the word "most" of "the most suitable milk powder for Chinese babies" uses absolute language directly for the publicity of the quality and quality of the product itself, according to article 9 (3) of the Advertising Law of the People's Republic of China: "The advertisement shall not have the following circumstances, using terms such as 'national level', 'highest level', 'best'." "The store as an advertiser has violated the law. Because the violation was relatively minor, the law enforcement officer issued a "Notice of Order correction" to him on the spot.
For the above incident, Feihe milk powder responded to the Nandu reporter that the incident was caused by individual communication deviations, and after the company learned of the news, it urged consumers to delete the circle of friends for the first time, and at the same time criticized and warned the distributor and store within the group.
The state's propaganda supervision of milk powder is becoming more and more stringent
Nandu reporters checked relevant information and found that the regulatory requirements of the state and relevant departments for milk powder publicity are becoming more and more stringent. Article 20 of the New Advertising Law stipulates that "it is forbidden to publish advertisements in the mass media or public places for infant dairy products, beverages and other foods that claim to replace breast milk in whole or in part." The second paragraph of article 38 stipulates: "Minors under the age of 10 must not be used as advertising spokespersons." ”
In addition, the Measures for the Administration of Formula Registration of Infant Formula Milk Powder Products promulgated by the State Food and Drug Administration and implemented on October 1, 2016 also have new requirements for the efficacy of milk powder. It is required that "labels and instructions shall not contain functional expressions such as disease prevention and treatment; explicit or implicit health care effects; express or implied functional expressions such as nootropics, increase resistance or immunity, and protection of the intestine; for substances that should not be contained or used in product formulations according to food safety standards, the words 'no additives', 'no inclusions', 'zero additives' and other words emphasize unused or unused; false, exaggerated, contrary to scientific principles or absolute content" and other content.
Written by: Nandu reporter Huang Fangfang