viewpoint丨“internet celebrity store visits” urgently need to clarify the boundaries of “advertising”
2024-09-06
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zhang yusheng
“my dears, you must check out this restaurant. it will definitely make you dizzy with its fragrance. moreover, they have also launched group purchase packages, which is perfect…” “here, a full table only costs 98 yuan, and we can eat meat freely. aren’t you tempted?”… hiring internet celebrities to post food recommendations and store exploration videos on short video platforms has become an important way for businesses to promote and attract traffic.
with the wild growth of online celebrity store visits, the "authenticity" of store visits has been greatly reduced, and they have even become "false endorsements" for profit, traffic attraction, and consumer fraud. although interest sharing and commercial advertising exist in the same cyberspace, the boundaries between the two are clear and they should not be used to fish in troubled waters. this requires scientific legislation, strict law enforcement, and businesses abiding by the law to help consumers resolve doubts, correct mistakes, and protect their rights.
the national law has clearly defined the boundary difference between experience sharing and commercial advertising in video playback. article 9 of the "internet advertising management measures" implemented since may 1 last year clearly stipulates: "internet advertising should be identifiable and enable consumers to identify it as advertising. for goods or services with competitive rankings, advertisers should clearly mark "advertisements" to distinguish them from natural search results. except for situations where laws and administrative regulations prohibit the release or disguised release of advertisements, when promoting goods or services through knowledge introduction, experience sharing, consumer evaluation, etc., and attaching purchase methods such as shopping links, advertisers should clearly mark "advertisements". "interpreting the above provisions of the law, the core of distinguishing experience sharing from commercial advertising is "seeking truth from facts".
in other words, experience sharing means not looking at the "bonsai" but the real scene, expressing true feelings; marketing advertisements should be clearly marked and clearly worded, and not "slipping and half-hiding". these regulations undoubtedly set a legal "red line" for the advertising format of celebrity store visits. honesty and trustworthiness are not only the bottom line of principles for dealing with people, but also the way of doing business. whether the online celebrity store visits, as an emerging industry, can prosper and develop depends on whether the content of the filming is authentic and credible. as an expert said, "authenticity is the soul of store visits."
