The Strictest Advertising Law in History: Some Rejoice, Others Worry
Release Time:
2015-09-09
Source:
The Strictest Advertising Law in History: Some Rejoice, Others Worry
On September 1, 2015, the new Advertising Law came into effect. Dubbed “the strictest in history,” this legislation has prompted businesses across all sectors to exercise greater caution in their advertising and promotional activities. Architectural decorative materials The industry is no exception. The new Advertising Law clarifies the responsibilities of advertising endorsers and imposes restrictions on the use of hyperbolic language, stipulating that the following four types of terms must not be used: first, terms containing “national,” such as “national-level,” “filling a domestic gap,” and “world-class”; second, terms containing “the most,” such as “the highest-grade,” “the best,” “the largest,” “the finest,” “the highest,” “the lowest,” “the most,” “the most representative,” “the cheapest,” “the newest,” “the earliest,” “the most advanced,” “to the greatest extent,” and “the most popular”; third, terms implying “number one,” such as “the first,” “the only,” “the leading brand,” “unique,” “unparalleled,” “unprecedented,” “ultimate,” “the top seller across the entire network,” and “the leading brand”; and fourth, terms containing “first,” such as “the first company,” “the first product,” and “the preferred choice.”
At present, advertising and promotion of architectural decoration materials remain rather chaotic, with instances of exaggerated claims and false reporting. The restrictions on the use of “extreme” language will, to a certain extent, curb the practices of false and exaggerated advertising as well as self-aggrandizement, which is good news for consumers and a much-needed cleanup for the entire industry. According to industry observers, since the new Advertising Law came into effect nearly two weeks ago, the building-materials sector—being one that places great emphasis on customer experience and word-of-mouth—has shown that no matter how well a product is advertised, if its quality fails to live up to the hype, consumers ultimately will not be convinced. Therefore, in the end, it is quality that truly matters: building materials are long-term investments, and real-world performance is what ultimately proves a company’s worth. In response to the implementation of the new Advertising Law, leaders of Xindadi Group have expressed their strong satisfaction and optimism.
The prestige and acclaim enjoyed by companies and their products ultimately depend on third-party verification and recognition, as well as positive user experiences and proven engineering quality—rather than mere self-promotion. It is also hoped that, following the implementation of the new Advertising Law, the architectural decoration materials industry will usher in even greater opportunities for development.
