The Social Roots of False Advertising
The social root of false advertising is impetuous and grandiose social atmosphere, and it is the values of money worship and fame and fortune worship. This bad social atmosphere and wrong values are the fertile soil and foundation for the emergence and existence of false advertisements. In other words, the existence of false advertisements is only an impetuous and grandiose social atmosphere, and it is only the appearance reflected by the values of money worship and fame worship. In fact, bureaucratic grandiose views on political achievements, impetuous phenomena in the cultural field, false reports in the news media, malicious speculation in the entertainment circle, overlord clauses in the commercial field, bullying in monopoly industries, face-saving projects in the educational field and so on. , are the external manifestations of this bad social atmosphere and wrong values. The real social root is the decline of people's thoughts and values. The existence of false advertisements is only one part of many social problems. The essential responsibility of false advertising is the bad atmosphere of society and the distortion of people's ideological values. It will be a long process to fundamentally eradicate false advertising production, which is integrated with the eradication of other social evils.
The main responsibility of false advertising
Who should bear the main responsibility in the process of false advertising from planning to broadcasting? Is it a manufacturer? Is it advertising planning? Is the star of endorsement? Or the media that broadcast these advertisements? I don't think so either. Undoubtedly, the makers of false advertisements, advertising planners, celebrity spokespersons and the media should bear certain responsibilities, but they are not the fundamental responsible persons. The main body responsible for false advertisements should be the examination, supervision and approval departments of advertisements. In the face of false advertisements, we have to ask such a question, why can these false advertisements exist? How did they pass the exam? The existence of a large number of false advertisements shows that there are huge loopholes in our legislation and the implementation of the Advertising Law, indicating the lack of our supervision and review system. This is a fundamental problem worthy of reflection, and it is also the fundamental work that needs to be strengthened to eradicate false advertisements. Establish and improve the supervision system of advertising censorship, strictly enforce the advertising law through legislation, and fundamentally block the survival of false advertisements. I think that is the fundamental way to control false advertisements.
Therefore, it is a long-term solution to eradicate false advertisements from the legal and institutional levels. First of all, we should establish and improve the examination and approval and supervision system. Based on the advertising law, it is the key to require manufacturers and advertising planning and production units to provide legal materials to support their advertising content, which is also the guarantee for the examination department to exempt itself from legal responsibility and the legal basis for investigating and cracking down on false advertisements. The legal responsibility of information providers, no matter what experts, institutions or organizations, is also reflected through such information. Therefore, how to improve the advertising review system and supervision system is the primary work to control false advertisements.
Legal responsibilities of manufacturers and advertising planners
Manufacturers, advertising planning, celebrity endorsements and media are integrated. Are the beneficiaries of false advertisements, and the only victims are consumers. Among the four, manufacturers and advertising planning and production units are the chief culprits of false advertisements. While emphasizing the responsibility of the subject of supervision, we should investigate the responsibility of manufacturers and advertising planning and production units, and we should investigate them severely. At present, attention to false advertisements is often focused on producers, while the investigation of advertising companies is ignored. Manufacturers who crack down on counterfeiting are of course important, and planners and producers who crack down on advertising are equally important. Because these naughty ideas come from their creativity. Therefore, it is an important task to crack down on illegal manufacturers and advertising companies that make false advertisements.
The existence of so many false advertisements has a lot to do with cracking down on poor governance. In particular, the blow to advertising planners is even more lacking. In fact, the existence of false advertising, manufacturers and advertising planning and production units do not have enough legal materials to support.
Legal responsibility and social responsibility of the media
Compared with manufacturers and planners, the legal responsibility of the media that spread false advertisements is the process of authentication, that is, whether the advertisements broadcast have been strictly examined. In legal procedure, the existence of this censorship system is the premise of advertising broadcast, and it is also the premise of exempting the broadcaster from legal responsibility.
Compared with legal responsibility, the media should bear more social responsibility. Once it is proved to be false advertising, the media of false advertising must bear the social responsibility caused by it and be fully responsible for apologizing to the victims of false advertising-consumers.
The moral responsibility of the spokesman
From a legal point of view, it is meaningless to condemn only the stars who speak for false advertisements. The legal responsibility of false advertising spokespersons does not exist, and there is no legal basis to support it from the advertising law. However, the exemption of legal responsibility cannot deny the moral responsibility of the spokesperson. I don't think it's reasonable to put forward some suggestions, such as whether the star will try it out or even ask the star to carry out product quality appraisal. However, a star who speaks for false advertisements, like a dead mouse, refuses to bear his moral responsibility and apologize to the victims, which is shameless.
Therefore, how to control false advertisements according to law and improve the censorship and supervision system is fundamental. It is an important job to crack down on the makers and advertising planners of false advertisements. At the same time, advertising media and spokespersons should bear their social and moral responsibilities.