The advertisement of Guangfa Bank was fined 600,000 yuan in violation of the law, and the Supreme People's Court: Proper punishment!

On June 18, the WeChat public account of the Supreme People's Court released the case of "Guangfa Bank released a female advertisement degradation for women", which believes that the Shanghai Market Supervision and Administration Bureau applies the laws to the correct law and appropriate tailoring in this case, and support the market supervision department to investigate and deal with it according to law.

Retrospective

June 2019

The Shanghai Branch of Guangfa Bank published an article entitled "Don't tell others, your belly is big! 》 The advertisement tweet attracted public opinion.

December of the same year

The Shanghai Market Supervision and Administration Bureau determined that the advertisement degraded women and imposed administrative penalties on the Shanghai Branch of Guangfa Bank and Shanghai Houmei Advertising Co., Ltd., with a fine of 600,000 yuan and 300,000 yuan, respectively.

The advertising company did not accept it, and claimed to the court to request a cancellation of the above administrative penalties. The Shanghai Railway Transport Court rejected the claim of the advertising company in the first instance. The advertising company did not accept the judgment of the first instance and appealed to the Shanghai Third Intermediate People's Court. After hearing, the Shanghai Third Intermediate People's Court maintained the original judgment and rejected its appeal request.

The Shanghai Market Supervision Administration believes:

The decision on the decision of the penalty advertisement and the bank is appropriate. As a producer of advertising copywriting, the Shanghai Branch of Guangfa Bank, as a financial institution with the right to publish, the behavior of the two companies completely deviated from the core values ​​of socialism, as well as the suspect of insulting women.

After hearing, the Shanghai Third Intermediate People's Court considers:

From the perspective of this case, the advertisement content involved in the advertising content is through the food discount of food and food cities to sell credit cards. The advertising title "Don't tell others that your belly is made by us" is to attract the attention of the audience, but from its literal meaning From the perspective, there are crowds of pets and low -level vulgarity to attract attention. It violates public or good customs and is easy to produce negative effects. According to the relevant provisions of the "Advertising Law", the Shanghai Market Supervision and Administration Bureau determined that the title of advertising involved in the case belonged to an administrative penalty of advertising behavior that violated the good fashion of the society.

In this case, advertisers should bear the main responsibility for advertising illegal acts, and the punishment of advertisers should not be lighter than the punishment of other advertising activities. The Shanghai Market Supervision and Administration Bureau comprehensively considers the illegal nature of advertising, publishing duration, dissemination, reading, rectification, etc., and a fine of 600,000 yuan, a fine of 300,000 yuan for advertising companies. Essence

Produced by Chinese Consumer Newspaper New Media Editorial Department

Source/Shanghai Market Supervision Supreme People's Court

Edit/Pei Ying

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