First, it violates good social customs.
Beijing Chaoyang Joy City Little Blue Elephant Sweating Pajama Shop was exposed to use pictures of safety accidents for advertising. There were some safety accidents in Gansu Baiyin cross-country race that year, which led to some tragedies. Although these tragic events warn us, we should respect those who have passed away. At that time, the little blue elephant shop showed a photo of Gansu Baiyin cross-country racer sitting on the ground and holding a group to keep warm. They used this picture to promote children's sweat-wicking pajamas with some advertising words: it is very important to keep dry. ""only pay attention to keep warm and ignore the risk of temperature loss caused by a lot of sweating? . The background of this poster and these advertising words have caused a heated discussion among netizens. They think that such publicity is disrespectful to the victims of the accident and there is no bottom line for advertising marketing.
Second, fine penalty.
Shanghai Pudong New Area Market Supervision Administration specifically pointed out that the incident in Gansu was a tragic incident, and those advertisements released by Xiaonan violated good social customs. Therefore, according to Item 7 of Article 9 of the Advertising Law of People's Republic of China (PRC), the behavior of the merchants violates this provision. Therefore, according to item 1 of Article 57, the Market Supervision Administration imposed a fine of 600,000 yuan on Xiaonan's brand.
Third, the little blue elephant's apology.
Little Blue Elephant sweaty underwear posted an apology letter on Weibo, apologizing for improper quotation of its own materials and improper use of poster background, which aroused public concern and doubt. At the same time, the little boy took these advertisements and posters off the shelves for the first time. He also apologized to the public for the bad influence caused by this incident and sincerely apologized to the public. At least the little blue elephant's apology attitude is sincere, and it is timely to do things.