Many people should know about the advertising law, but corporate publicity should be legal and compliant, and it will also involve intellectual property rights, tort law, anti-unfair competition law and other related laws.
China's advertising law was implemented in September of 1 and 20 15, and was revised on 20 18 and 202 1 respectively, which made many restrictions on the norms of advertising. In fact, this is also a kind of protection for consumers by the state.
When it comes to advertising, we have to mention its content, which is the main body of advertising. Must be standardized and objective. To put it bluntly, advertisements should be true, and there should be no false or exaggerated elements. For example, advertising uses some data, survey results and other content, which should be true and accurate, indicate the source, and cannot be quoted at will. By the way, there is another situation that everyone knows. Extreme or misleading words such as top-notch, most unique, first, first choice and perfect cannot be used in advertising language.
In fact, there are norms in many fields. For example, corporate propaganda in the field of education can't guarantee the effect, investment advertisements should have risk warnings, ordinary foods can't be said to be treatable, and milk powder advertisements can't contain propaganda content that replaces breast milk.
Now the form of live broadcast has become commonplace, and many people will have questions. Is this live broadcast an advertising campaign? According to Article 2 of the Advertising Law, all media and forms that directly or indirectly introduce commodities may fall within the scope of advertising. Therefore, the live broadcast is of course an advertisement. As long as advertising activities are involved, we must abide by laws and regulations, be honest and trustworthy, and compete fairly. There are also many cases of live broadcast fines, ranging from several thousand yuan to one million yuan. If the circumstances are serious, the license and the advertisement examination and approval documents may be revoked.
One thing that needs special reminder is that each place will have its own discretion standards when implementing the Advertising Law, and it is necessary to pay attention to the documents of the local market supervision administration when doing corporate propaganda.
The advertising law is over. Let's take a look at the intellectual property law. In China, such laws and regulations are mainly composed of copyright law, trademark law and patent law.
For example, pictures, articles and fonts used in corporate publicity may infringe the copyright of others (fonts belong to software copyright), so when using pictures and photos, we should pay attention to finding authorized pictures for commercial use or shooting by ourselves. Don't copy articles either. It is best to choose common fonts (such as founder, regular script, imitation, etc.). ), very use fonts, or use, or buy the right to use from the font library.
One thing you may not know about trademarks is that in our country, whether trademarks are registered or not, they can be used in advertisements to promote products. However, when promoting, it is best for enterprises not to be similar or confused with other trademarks. Once the trademark right is infringed, besides compensation, it is more important to lose the trust of the market.
Everyone knows the word patent. If an enterprise's advertisement imitates another person's patent, even if the product is not actually sold, it also belongs to patent infringement. We should keep this in mind. Where a patented product or patented method is publicized in an advertisement, the patent number and patent type shall be indicated.
Tort law also involves corporate advertising. On the one hand, this work involves the right to portrait. For example, we all know that the use of photos or cartoons of celebrities definitely constitutes infringement, which may infringe on the rights of portraits and performers. So what should we do? It is definitely necessary to obtain the written consent of the parties before advertising. In addition, there are some special advertisements that use other people's images, which are specially stipulated. For example, education and training advertisements cannot be recommended or proved by using the names or images of scientific research institutions, academic institutions and educational institutions.
In addition, some special signs in sports also involve tort law. Signs such as "Olympic Games", "Olympic rings", "FIFA" and "World Expo" are special signs and cannot be used in advertisements at will. The use of this special symbol is stipulated by special national laws or event organizers.
Take the well-known Olympic Games as an example. If an enterprise wants to use the Olympic Games to attract public attention and carry out advertising and marketing activities, it must invest in the sponsorship right of the Olympic Games and become an official sponsor only after being authorized by the International Olympic Committee, the Organizing Committee or the National Olympic Committee. Only in this way can it use special signs related to activities according to laws or regulations.
I believe what I said above is helpful to everyone. It can be collected and feels good. Let's praise it.