Recently, a lot of people gathered under the Hunan Radio and Television Building. Eight people were wearing white short sleeves, and everyone wrote a big word with a black pen behind them. Together, it is "Li slutty artist", which attracted many passers-by to watch. Through the video circulating on the Internet, we can see that someone shouted at the scene: Li, where is your conscience? Give me back my hard-earned money. Why did Li suddenly become an immoral artist? What the hell happened? It turned out that a tea company he endorsed ran away with money and cheated franchisees of their hard-earned money. According to insiders, the brand was built by Kuaiben's IP Pancake Camp, and others joined because of their trust in Kuaiben and Li. I didn't expect such a big brand to be cheated, and everything was gone.
Moreover, in August this year, Tian Yue's risk information showed that the company was listed in the list of business anomalies because it could not be contacted through its place of registration or business premises. In addition, the company has been sued for franchise contract disputes many times this year, involving a number of final cases and consumption restriction orders. Moreover, due to other evasive execution behaviors, it is difficult for ordinary people to defend their rights, and they can only point their finger at celebrity spokespersons, trying to use public opinion to expand their influence and seek justice for themselves.
As a matter of fact, the problem of celebrity endorsement rollover has emerged in an endless stream before, and it has a growing trend, which has become one of the reasons for the frequent explosion of celebrity endorsements in recent years. Stars have high popularity, great influence and strong ability to bring goods. Especially in recent years, with the rise of fan economy, consumers are blindly idolized, and they are eager to distinguish products endorsed by celebrities. The products under the platform of Love Money Gang were put on file by the police because loans overdue didn't. Hundreds of thousands of investors "beg for money" from the platform on Weibo Hot Search. Wang Han and other public figures who once stopped in Taiwan Province because of their love for money have been pushed to the forefront of public opinion. Some time ago, a milk tea brand endorsed by Ma Yili was suspected of defrauding franchisees up to 700 million yuan.
Although it is not uncommon for celebrities to endorse rollover incidents, after the incident, the handling methods of celebrities are very consistent. "Apologize+cancel the contract", "I urge, I am not responsible" and "Apologize, cancel the contract, and pay attention next time" have become the standard process of handling. Such an understatement will wipe out the hard-earned money of the people. However, can celebrity endorsements really be excused by apologizing?
The new advertising law stipulates that if false advertisements about goods or services that are healthy to consumers cause damage to consumers, the advertising spokesperson shall be jointly and severally liable with the advertiser. If an advertising spokesperson makes a recommendation knowing that the advertisement is false, he shall be jointly and severally liable with the advertiser. However, it is difficult for victims to protect their rights by making money through franchisees like Li.
It's not once or twice that stars are hot for endorsement. Why do brands dare to circle money so boldly? On the one hand, the price paid is too small, and they can easily escape legal sanctions, which makes celebrities and brands disapprove. This requires calling on the relevant legislative and regulatory authorities to do a good job in social guidance and the improvement of laws and regulations. Only by paying a certain price can celebrities be more cautious when accepting endorsements.
On the other hand, consumers are idolized and blindly pay for idols. Brands are using this psychology to "harvest leeks" constantly, so consumers should be more rational when buying products endorsed by celebrities, and don't blindly follow. In addition, the stars themselves should establish a sense of social responsibility, make reconciliation and risk prediction when accepting endorsements, be responsible for the trust of themselves and their fans, and don't consume the reputation of the audience willfully. What do you think of this?