【民声】误导式广告当休矣

Core Viewpoint - The recent draft of the "Advertising Citation Content Law Enforcement Guidelines" aims to address misleading advertising practices, particularly the "big font attention, small font exemption" tactic that distorts consumer understanding [1][2]. Group 1: Misleading Advertising Practices - Some market research firms and consulting companies issue reports claiming businesses are "first" or "leading" in their sectors, which can create anxiety among competitors and exacerbate industry competition [1]. - The use of "big font attention, small font exemption" in advertisements highlights product benefits while downplaying negative information that could influence consumer decisions, disrupting market order and harming consumer rights [1]. Group 2: Regulatory Measures - The draft guidelines clarify that advertisers are responsible for the authenticity and legality of all cited content in their advertisements and must bear legal responsibility [2]. - To protect consumer rights and prevent deception through unscientific claims, the guidelines establish normative requirements for data and citations derived from experiments, inspections, statistical surveys, and literature [2]. Group 3: Ethical Advertising Practices - The draft emphasizes that advertising should adhere to laws and regulations, promoting honesty and fair competition, positioning advertising as a reflection of corporate integrity [3]. - Companies are encouraged to focus on product quality and service improvement rather than relying on clever advertising tactics, which may provide short-term attention but damage long-term brand reputation [3].