Article 4 of People's Republic of China (PRC) Advertising Law: Advertisements shall not contain false contents, and shall not deceive or mislead consumers. Article 5 Advertisers, advertising agents, advertisement publishers and those engaged in advertising activities shall abide by laws and administrative regulations and follow the principles of fairness, honesty and credibility. Article 7, paragraph 2, item 3: Advertisements shall not use ethnic, superlative and best terms; Article 39 Where an advertisement violates the provisions of the second paragraph of Article 7 of this Law, the advertising supervision and administration organ shall order the responsible advertisers, advertising agents and publishers to stop publishing, make public corrections, confiscate the advertising expenses, and impose a fine of not less than one time but not more than five times the advertising expenses; If the circumstances are serious, the advertising business shall be stopped according to law. If a crime is constituted, criminal responsibility shall be investigated according to law. Article 9 of People's Republic of China (PRC) Anti-Unfair Competition Law: Business operators shall not make misleading false propaganda on the quality, composition, performance, use, producer, expiration date and place of origin of goods by advertising or other methods. Advertising agents shall not act as agents, design, produce or publish false advertisements that they know or should know.
Title general class:
(1) Avoid using subjective words such as "surprise", "surprise", "unexpected", "unexpected" and "dare", and do not use words that insult individuals, nations and countries in the title.
(2) It is forbidden to use "best", "best", "gold medal", "famous brand", "excellent", "senior", "best", "most profitable", "first", "unique", "latest", "highest" and "superstar".
(3) Rich advertisements such as "luxury", "supreme" and "top enjoyment" are prohibited in all kinds of advertisements.
General categories of industry
Education: (1) The words "best", "senior teacher" and "famous brand" should not appear in the recruitment advertisements of private schools and training institutions. (2) In the recruitment advertisements or brochures of cultural counseling, the words "best", "best", "gold medal", "famous brand", "excellent teacher" and "senior teacher" shall not appear in the advertisements.
Attribute category:
(1) Standardized propaganda words: It is stipulated that there are some forbidden areas in real estate advertising words: absolute and exaggerated words and similar words expressing real estate projects such as initiative, uniqueness, chief, building king, best, champion and out of print are not allowed; There shall be no comprehensive evaluation of real estate projects such as appraisal and ranking that have not been confirmed by the government or government functional departments; There shall be no disguised financing such as financing, cash back sales and after-sale charter, no appreciation or investment return commitment, no feudal superstition such as geomantic omen and divination.
(2) Do not abuse the lowest price to attract customers: If it is stipulated that the words "starting price" and "lowest price" are used to describe the real estate price, the font and font size should be consistent; When using terms such as "one-price" and "settlement price" to describe the real estate price, it must be indicated whether it is only the specified housing price, otherwise it will be regarded as referring to all the housing prices for sale.
(3) Cosmetics: It is stipulated that "quick repair of skin damaged by ultraviolet rays", "effective in X days" and "comprehensive upgrade" are all prohibited words.
Taboo words in social life
(1) When reporting various facts, especially products and commodities, words with strong evaluation colors such as "best", "best" and "most famous" are not used.
(2) The medical report shall not contain such words as "the best curative effect", "radical cure", "safety prevention" and "no side effects", and the medical report shall not contain such words as "drugs get rid of diseases when they arrive", "invalid refund", "insurance by insurance companies", "latest technology", "the most advanced manufacturing method", "king of drugs" and "national new drugs".
(3) For people in the literary and art circles, instead of using titles such as "winner", "queen", "superstar" and "heavenly king", people in the literary and art circles can generally use "people in the literary and art circles" or "famous actors" and "famous artists".
(4) Don't use adjectives such as "personally" when reporting various activities of leading comrades at all levels.
(5) Slang, swearing and slang words such as "wow" and "mom" should not be used in Xinhua News Agency manuscripts. If you can't use such words when quoting, you should use parentheses to indicate its connotation, and you should not use "SB", "TMD" and "NB" newly created after abbreviations of swearing words in network languages in recent years in the report.