54 yuan coffee so-called "top flavor" consumers really get 200 yuan

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"Top", "Ultimate experience", "Top Flavor"... When merchants advertise, is it instantly "classy" when they use these words? The truth, however, is that it is illegal and businesses have to pay for their "ignorance". The reporter learned from the Municipal Market Supervision Bureau that some businessmen were fined tens of thousands of yuan and paid "tuition fees" for such behavior.

Businesses need to pay compensation for the use of extreme words in web advertising.

On March 16 this year, Mr. Wang, a citizen of Jimei, bought a bag of blue mountain flavor charcoal roasted coffee imported from Taiwan at a price of 54 yuan.

However, after buying the goods, Mr. Wang carefully scanned his product introduction and found that the store's website advertised "extreme mellow, top flavor" and used "top" extreme words. it violates the advertising law that absolute terms such as "national", "highest" and "best" are not allowed to be used.

Mr. Wang believes that businesses false propaganda, fraud mislead consumers, cause losses to themselves, and ask businesses to give corresponding compensation in accordance with the Advertising Law. The merchants thought Mr. Wang was "vexatious" and refused to pay compensation.

As a result, Mr. Wang complained to the market regulatory department. The law enforcement personnel of Jimei Market Regulatory Office immediately verified it. After investigation, what Mr. Wang said is true, and there is an illegal use of absolute language in advertising on the store's website.

Law enforcement officers educated the business leaders on the spot and summoned the parties to mediate. In the end, the merchant agreed to pay 200 yuan to Mr. Wang.

The clothing merchant billed as "the largest, the best quality and the most comfortable" was ordered to return one to three.

Mr. Li once bought a shirt from a clothing trading company in our city at a price of 299 yuan. The merchant used the following description when promoting the shirt on the web page: "the largest manufacturer, the highest quality product, the most comfortable fabric."... "

Mr. Li believed that the merchants had false propaganda and the use of absolute language, and told the merchants that it was illegal, but the merchants ignored their reactions. Mr. Chen then called 12315 to complain.

After receiving the complaint, the law enforcement personnel of Jimei Market Regulatory Office immediately checked the sales page of the merchant and intervened in the mediation after confirming that the merchant did have false propaganda.

After many mediation, the merchant finally agreed to "refund one for three", totaling 1196 yuan. At the same time, the Jimei Market Regulatory Office conducted a case investigation into the false propaganda of the merchant's use of absolute language.

The real estate consultant who used "the most beautiful" and "the most profitable" in the promotion was fined 10,000 yuan.

A real estate consulting company in Xiamen has also been punished for making up advertising words and exaggerating propaganda in order to promote non-local real estate without relevant supporting materials.

At that time, law enforcement officials conducted an on-site inspection of the Xiamen branch of a real estate consulting company located in Broadway. At the scene, law enforcement officials found that advertisements posted on the walls around the negotiation area on the first floor of the company included words such as "Weihai Silver Beach, National AAAA tourist Resort, National Ministry of Housing and Construction" and "China's leading low-carbon Seaview healthy Housing", but there was no Ministry of Housing and related supporting materials. There are also words such as "the most beautiful coast in China", "the most beautiful beach in China", "the cleanest sea" and "the most profitable way to invest" on the second floor of the company, but there is also no supporting material.

Law enforcement officials immediately filed a case against the real estate consulting company, and after more than a month of investigation, the enterprise was fined 10,000 yuan.

[reminder]

When the merchant carries on the advertisement

Absolute words should be avoided

According to the Advertising Law, advertisements are not allowed to use terms such as "national", "highest level" and "best". In addition, the Anti-unfair Competition regulations of the Xiamen Special Economic Zone stipulates that "operators shall not use advertising or other means to make misleading or false publicity or expression about their commercial reputation or the quality, performance, use, origin, producer, mode of use, intellectual property status, business status, sales services, etc." Other methods referred to in this Article refer to the following acts: printing, posting or distributing misleading or false product descriptions and other publicity materials; and making misleading or false publicity reports on commodities in the place of business.

Law enforcement officials reminded that the publicity of e-commerce enterprises, some content exaggerated, exaggerated, misleading consumers. The relevant provisions of the Advertising Law sound the alarm for such enterprises, suggesting that businesses should base their advertising on facts and rely on quality and reputation, rather than relying solely on "sensational". Avoid absolute words such as "first", "best" and "only".

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