"Today's headlines" is a news client on a mobile phone. It has been in existence for nearly six years. According to the company's own statement, the number of user actives is as high as 240 million. However, in December 2017, the Beijing Netcom Office seriously requested the “Today's Headlines” to be rectified because of the current headlines that continue to spread pornographic vulgar information, illegally provide Internet news information services, and title party issues.

Less than two months after the rectification, CCTV Finance's "Economic Half-hour" column continued to receive reports from the audience. The content of the report was that "Today's headlines" were publishing false advertisements, which seriously infringed the legitimate rights and interests of consumers.

"Today's headlines" false advertising specializes in second- and third-tier cities "smart" deceiving consumers

On March 8th, 2018, after receiving the clues from the audience, CCTV Finance’s “Economic Half-hour” reporter logged into the “Today’s Headline” client in Beijing and browsed for about 20 minutes. No abnormalities were found or See the fake ads reported by the audience. However, the viewers who reported the information told the reporter that the advertisements published in the big cities of Beijing, Shanghai, Guangzhou and Shenzhen are not the same as those in other regions. The big cities are strictly controlled, and only the second and third line pipes are loose. In the city, today’s headlines will only publish a large number of illegal advertisements. Is it true that the audience reports?

On March 10, the reporter first came to Nanning, Guangxi. Just arrived at the airport. The reporter opened the “Today's Headline” client on the mobile phone. With the changes in the city where the reporter is located, the advertisements on the headlines today are also changing precisely. In the Nanning area today's headline recommendation column, the words "Bengqixue" appear on the screen of the mobile phone.

Subsequently, the reporter clicked on the three words "Bengqixue", and the page quickly jumped into an over-the-counter drug advertisement called "Wudong Yangxue Capsule", and indicated the product composition, specifications, and treatment functions. At the same time, we also noticed that the approval number and advertisement approval number of this over-the-counter drug were marked. But there is no purchase on this page, any information on sales is just a simple introduction. If you want to know the specific information, the content guide of this advertisement will let the viewer click again to enter the next page. Sure enough, the incomprehensible scene Appeared.

After the original introduction page disappeared, it was replaced by a medical “medical expert” called the Chinese Academy of Traditional Chinese Medicine. It was attached to this article and was accompanied by pictures of senior qualifications. Views and opinions on the disease. The reporter pulled down the webpage and continued to browse. I saw several patients telling the treatment process in the form of a presentation. Each patient was very satisfied with the medicine and treatment, and published a comparison chart of the patients after treatment. Subsequently, in addition to the doctors and patients' appearances, in this picture called the clinical medicine expert of the Chinese Academy of Traditional Chinese Medicine, the "expert micro-signal" appeared repeatedly, and it is recommended to add one-on-one guidance.

According to Article 16 of China's "Advertising Law", advertisements for medical , pharmaceutical, and medical devices shall not use advertisement spokespersons for recommendation and certification; and the advertising spokespersons include making advertisements for goods and services in their own name or image. A natural person, legal person, or other organization that recommends or proves.

Obviously, such advertisements on "Today's headlines" seriously violate the provisions of the Advertising Law. Generally, the homepage is completely legal and legal, but as long as you click on the second-level page of the substantive content, the offending advertisement will start immediately, completely layered. The way to expand.

In the few days in Nanning, CCTV Finance’s “Economic Half-Hour” reporter’s mobile phone’s “Today’s Headlines” client has a wide range of advertisements, and the “secret recipes” for treating insomnia, rhinitis, high blood pressure, diabetes and other diseases are diverse. Everything is available. Although the content of the advertisement is different, after the entry, the expressions are similar. A well-known person in the medical field will explain the endorsement, and then the personal experience of several patients after the cure.

Clearly legal, secretly "two jumps" "Today's headlines" disregarding regulatory interviews

On December 29, 2017, today's headlines were interviewed by the Beijing Netcom Office for issues such as the dissemination of pornographic vulgar information and the provision of Internet news information services. The homepage was stopped from 18:00 to 30:00 on the 29th and was stopped. It is necessary to comprehensively rectify the information that has been released. However, more new problems have also been brought out by consumers, and they continue to receive feedback from the audience. Today, many of them report on a drug.

Like many clues reported by the audience, during the few days in Nanning, the reporter’s “Today’s Headline” client on the mobile phone continued to publish an advertisement for “Tongrentang Brand Gegen Yam Capsule” in Beijing Tongrentang and claimed to have a hypoglycemic effect. In this advertisement published today, the diabetes that was recognized as a major problem in the medical profession was easily resolved, and even the photo of the patient's ID card was posted.

The country's well-known old brand, the product has hypoglycemic effect, as well as old experts to explain, such a violation of advertising is really easy for patients to believe. However, in the advertisements published in the "Today's headlines", if you want to buy, you must pass a micro-signal to buy this product.

However, a hypoglycemic agent that claims to be so effective, Tongrentang pharmacy can't buy it, and can only buy it on the micro-signal on the Internet. Beijing Tongrentang official customer service staff repeatedly told reporters: First, Beijing Tongrentang Company has never released any advertisements on the "Today's headlines"; Second, the "Tongrentang brand Gegen Yam Capsule" produced by Beijing Tongrentang Company is a health care product, not a medicine, no It has therapeutic effects. And repeatedly reminded reporters that this is a personal behavior, and has nothing to do with Beijing Tongrentang. They have already published a statement in today's headlines. They have not used these micro-signals to promote Tongrentang's health care products, and advised everyone not to be deceived by today's headlines.

Who posted this advertisement on the "Today's headline"? According to the provisions of the "Advertising Law", there is no Beijing Tongrentang company to provide any filing documents. How do you register and review the "Today's headlines" as an advertisement publisher?

In order to clarify the truth about the counterfeit advertisement of Beijing Tongrentang, in Nanning, the reporter contacted the salesman of Nanning Branch of the headline of Guangzhou today by phone to advertise an unqualified health care product. When we learned that we had advertising business, The salesman of "Today's headlines" very happy to promise to meet with us.

Upon meeting, the two staff members of the "Today's Headlines" appeared very cautious. First, they popularized the national laws and regulations with reporters. Then they said that the "Today's Headlines" headquarters had strict examinations on advertisements, and alleged violations were not published. But after some chat and temptation, the two men’s arguments started a 180-degree turn. During the original 3.15 period, the company informed them that advertising operations should be handled with caution.

"Today's headlines" Nanning employees: There will be some peers coming to black you. For example, the leader of our meeting today said, as long as there is a door to ask, let me go over, because he is afraid of being a reporter.

Putting down the alert, the two staff members of the "Today's headlines" began to take the initiative to give reporters a move. A brand new term for advertising has begun to appear.

"Today's headlines" Nanning employees: Because we have had two hops on this side before, it is a product, after the second jump into another product, it is a product that can not be on, jump to that can be . Two jumps will jump to your exclusive page, and the review will be loose.

Looking at the reporter is a newbie, the advertising staff of "Today's headlines" began to explain in detail. He told CCTV Finance's "Economic Half-Hour" reporter that on the "Today's headline", the homepage published a completely legal product advertisement, but after the consumer clicked on it, he could completely ignore the provisions of the advertising law, and the old expert who appeared and talked about the patient. You can have it, you can sell anything. The reporter tried to ask if a product without legal qualifications could also advertise on the “Today's headlines”, the two staff members told us that their company could help provide convenience. The convenience is that they will help to make fake qualifications.

"Today's headlines" Nanning employees: There are fake ingredients in it, and falsification in qualifications. If you want to do it, you will definitely help you with this matter. The qualifications can be communicated.

As long as you put in more advertising on the headlines today, the products that are promoted are fully licensed, they do not value. Because the "two jumps" method can solve the problem of supervision, the staff of "Today's headlines" told reporters that "two jumps" made their advertising business in Nanning well, and tried and tested.

On March 12, the reporter left Nanning and came to Chengdu, Sichuan Province. In the China Resources Building in Chengdu’s Chenghua District, he found the “Today Headlines” Sichuan Branch. Seeing the reporter understand the two-hop advertising release method, the staff here answered very directly.

"Today's headlines" Sichuan branch employees: At present, the review of this card is particularly strict, all types of advertising health care products, rhinitis are through the form of two jumps, it briefly introduces the product, mainly like The WeChat powder is all immersed in the second jump, mainly to avoid some risks.

The answer to the "Today's headlines" Sichuan branch and the Guangxi branch are exactly the same. They use the second jump page. Before the headline publishes the offending advertisement, it uses a legal product to make the surface of the dice. After clicking, it is today. The headline really wants to publish the illegal advertisement. As for the future advertisers selling something on WeChat, it is irrelevant to the "Today headline" because it is a personal behavior in WeChat.

"Today's headlines" Sichuan branch employees: At least give some sincerity.

CCTV Finance "economic half an hour" reporter: How much do you want to run in general?

"Today's headlines" Sichuan branch employees: one million a day. It also has many products, including freckles, scented lines, acne, and whitening.

"Today's headlines" Sichuan branch employees: This day is at least a few hundred thousand of consumption. That is to say, I want to go in, we also want to do our best to help, but the qualification to talk about the conditions above is the ability to consume.

Want to use the "two jumps" to advertise, "Today's headlines" is also determined by the situation. First-tier cities such as Beijing, Shanghai, and Guangzhou are not only highly regulated, but also have a large amount of advertising, so there is no need to take risks.

Subsequently, the staff member also recommended to the reporter a "headlines today" advertising agency to carry out the next step, the reason for this is because these so-called illegal links must be handed over to the agency to handle, in case Check, you can push all the faults to the agency company, today's headlines will not bear the main responsibility.

"Today's headlines" Sichuan branch employees: They signed with us, the agent is our channel, it is the posting, just the posting. Some of the internal service cooperation is our own responsibility.

The old name Tong Ren Tang was forced to remove the formal products. All the bad media released the fake advertisements.

Two jumps, this is a new term, but this new approach, the company not only freely publish illegal advertisements to make huge profits, but also deceived consumers, carefully designed, also evaded inspection, shirked responsibility, in the investigation, Beijing Tongrentang Tell the reporter that the two-hop advertisement on the "Today's headline" has made the country's gold-plated signboard miserable and deeply hurt.

On March 22, 2018, the reporter came to Beijing Tongrentang Group Co., Ltd. to investigate the advertisement of “Tongrentang Brand Gegen Yam Capsule” released by “Today's Headlines”. This product is produced by Beijing Tongrentang Xing'an League Chinese Herbal Medicine Co., Ltd.

Yin Wenge, Brand Manager of Beijing Tongrentang Xing'an League Chinese Herbal Medicine Co., Ltd.: Tongrentang Gegen Yam Capsule was approved by the State Food and Drug Administration in 2014. It was originally called Tongrentang Auxiliary Hypoglycemic Capsule. Because of the regulations of the National Bureau, we have re-applied the application for renaming. In January 2017, we approved our new name and changed it to Tongrentang brand Gegen Yam Capsule.

Yin Wenge told reporters that after the product was renamed, Tongrentang brand Gegen Yam Capsules were packaged in two sizes, one for blue 30 capsules, priced at 99 yuan, and one for yellow 120 capsules, priced at 400 yuan. . However, in the "Today's headlines", some micro-signal violations such as "Tongrentang Health Official Certification" issued advertisements, using the so-called "two-hop" approach, the advertisement home page introduced Tongrentang this regular product, and the page after the second jump was published false. Medical care, fake patients, the health care products directly flicked into drugs, and finally sold to consumers at high prices.

Tongrentang Company has received complaints from different consumers. Consumers have read this fake advertisement to ask if this Gegen Yam Capsule is in the same place.

Yin Wenge, Brand Manager of Beijing Tongrentang Xing'an League Chinese Herbal Medicine Co., Ltd.: The first purchase is definitely a genuine product, and a series of products may be recommended to you in the future. Maybe some other unnamed manufacturers, he is good to use, why have we analyzed this question, why is he willing to sell you with Tongrentang at a high price? Because Tongrentang is famous, I know that I have to say a different company name. You don’t know, it’s not very attractive.

The false advertisements on the "Today's headlines" were not stopped. The same-named products sold by Beijing Tongrentang in pharmacies were constantly questioned by consumers. A century-old store faced the direct threat of fake advertisements on today's headlines.

The head of the legal affairs department of Beijing Tongrentang Group: especially the old brand, it is the lifeblood of a company. Without this brand, there is no position of this enterprise in the hearts of ordinary people. In fact, without the status of the people, you lose your position in the market, there is no fundamental to survival.

In the end, who is pretending to be the advertisement of Tongrentang brand Gegen Yam Capsule in Beijing Tongrentang on the “Today Headlines”? During the investigation, the reporter learned that the person who pretends to be the Tongrentang in Beijing is actually the person who uses the "Tongrentang Health Official Certification" micro-signal. They first use the real Tongrentang products to find the "Today headlines" to advertise, and the "Today headlines" help them to make "two jumps". Bring traffic. After entering the trap, the false doctors and false patients took turns to debut, and finally induced consumers to add the "Tongrentang Health Official Certification" micro-signal, selling the products at high prices and obtaining high profits.

Yin Wenge, Brand Manager of Beijing Tongrentang Xing'an League Chinese Herbal Medicine Co., Ltd.: This price is more than 2,000, more than 3,000. If we convert our price, it will give some small gifts, messy, including blood glucose meter, the price will be too big. It is.

Only Tongrentang Xing'an League branch has “Gegen Yam Capsule” and “Anxin Capsule” products found illegal advertisements on “Today's headlines”. As a well-known domestic pharmaceutical brand, Beijing Tongrentang has been stolen in recent years. More than a dozen.

In the process of enterprise investigation, there were 14 counterfeit Tongrentang trademarks to carry out the so-called hypo-hypoglycemic false information propaganda. The enterprises reported this one by one, some were blocked, some changed the icon, and some showed "complaint The infringement was not passed, and only 13 months later, 13 new counterfeit accounts appeared, which is difficult for consumers to identify. But this is the case, Beijing Tongrentang has been extremely difficult in the fight against false advertising rights.

Head of the Legal Affairs Department of Beijing Tong Ren Tang Group: Some of them also refused to provide information about the publisher. The excuse is that you as a company do not have the right to understand. They will only say the next time I pay attention, the next time I will communicate with you in advance, and even say that you come to me to do some advertising, to be a little real, fake is not there?

Today's headline released a second-hop advertisement to earn illegal advertising revenue. At the moment, Beijing Tongrentang is taking on all the losses caused by fake advertisements. As consumers are not aware of the truth and continue to complain, the formal products of Beijing Tongrentang Company are owned by individual provinces and cities. The department and the Food and Drug Administration have investigated and dealt with them. On December 29, 2017, Jiangsu Food and Drug Administration issued an official announcement to suspend the sale of Tongrentang brand Gegen Yam Capsules on the grounds that it was not approved; exaggerated health food functions; false propaganda and serious circumstances; serious deception and misleading consumers .

Yin Wenge, Brand Manager of Beijing Tongrentang Xing'an League Chinese Herbal Medicine Co., Ltd.: The most direct result is that our Tong Ren Tang brand has caused repeated violations, although it is not what you do, because you are publicized, you are illegal, because illegal advertisements are not We played, but we have to go back to the illegal advertising, or take responsibility.

In the face of investigations, Beijing Tongrentang has a hard time saying that it is a hundred words. At present, Tongrentang has to take the help of a comprehensive recall of related products in order to protect its own brand.

Yin Wenge, Brand Manager of Beijing Tongrentang Xing'an League Chinese Herbal Medicine Co., Ltd.: From the perspective of the company, it is better to lose money and not damage the market. Production and sales have been suspended, and no shipments have been made. (CCTV Finance)

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