The new advertising law prohibits endorsements by child stars under the age of 10

The reporter learned that the new advertising law will come into effect on September 1 this year, and this is the first time that the advertising law has been revised in the 20 years since its implementation. Stars endorse various daily necessities, male stars endorse women's products, and child stars endorse medicines... These situations will be restricted under the new advertising law.

Since "Where Are We Going, Dad" became popular, child celebrities such as Tian Tian, KIMI, Sen Die, and Wang Shiling have become very popular, and they can see them several times a day on TV! However, after September 1, it will be difficult to see child celebrity spokespersons under the age of 10 in advertisements on TV, Internet and other advertisements; all types of celebrities will also bid farewell to "willful endorsements", and they must have used the product to accept advertising endorsements; if advertising spokespersons endorse false advertising, they will be subject to administrative penalties and will no longer be allowed to endorse advertising within three years... The reporter learned that the new advertising law will come into effect on September 1 this year, and this is the first time that the advertising law has been revised in the 20 years since its implementation. Stars endorse various daily necessities, male stars endorse women's products, and child stars endorse medicines... These situations will be restricted under the new advertising law.

The value of child stars approaches second-line actors

. Starting from September 1, child stars under the age of 10, such as Sen Die and Tian Tian, who became popular because of "Where Are We Going Dad", may temporarily abandon their identities as spokespersons in advertisements. Due to the new advertising law, minors under the age of 10 are not allowed to endorse.

It is understood that with the popularity of programs such as "Where Are We Going, Dad", the value of a number of film and television variety show child stars has skyrocketed, earning money day by day, making onlookers sigh that "the money earned in a year is not as good as a 5-year-old child earns in a day." One of the reasons why popular child celebrities have received leniency in accepting advertisements is that the market demand for children's products is high and child celebrities that are consistent with their product image positioning are needed to endorse them.

The ban on endorsements by child celebrities under the age of 10 is on the one hand to protect the physical and mental health of minors, and on the other hand, because child celebrities lack the ability to independently judge things. Some media analysts also said that advertisers may be able to invite young children to perform advertisements and pay endorsement fees to avoid restrictions. Because for child stars, they are public figures, and the behavior of appearing in advertisements is also an endorsement.

It is not uncommon for health foods to say no to celebrities

and celebrities endorse health products, such as Yao Ming and angelaby. But after the implementation of the new advertising law, health foods will no longer be seen as celebrities. According to the new Advertising Law, endorsements are not allowed for medical, pharmaceutical, medical equipment, and health food advertisements. Because these are all goods or services that are related to the lives, health and safety of the people, due to the uniqueness of the human body, being effective on a certain individual does not mean being effective on others. The recommendation certificate issued by advertising spokespersons is not scientific in itself.

At the same time, the new advertising law clearly states in its general principles: "In the future, if you illegally publish false advertisements, you will be fined not less than 3 times but not more than 5 times the advertising fee; if you send text message advertisements randomly, you will be fined not less than 5000 yuan but not more than 30,000 yuan; Pop-up advertisements must be closed with one click and must not affect users 'normal use of the network. Advertisers who violate the regulations may be fined not less than 5000 yuan but not more than 30,000 yuan."

Male celebrities are prohibited from endorsing women's products

Wang Dongcheng, Luo Zhixiang, Chen Bolin... Many male celebrities have been honored as "big uncle" and have endorsed women's products, sanitary napkins, tampons, etc. After the implementation of the new advertising law,"big uncle" They are no longer seen in the Jianghu.

According to the new Advertising Law, advertising spokespersons are not allowed to endorse unused goods or services that have not been accepted. Because the main role of advertising spokespersons in advertising is to recommend and prove goods or services, if they have never used goods or received services, their recommendations and certificates will not represent their independent opinions. Requiring advertising spokespersons to experience it first can improve their sense of responsibility and meet the requirements of the principle of advertising authenticity.

编辑：yvonne