Why does "edge ball" vulgar marketing continue despite repeated prohibitions
2022-03-31
On March 30, in response to the allegation that Weilong spicy strip packaging was playing a vulgar edge ball, "Weilong delicious" responded that it was deeply sorry. The company attached great importance to the opinions of netizens and consumers and decided to stop the production of controversial copywriting packaging and optimize the layout, copywriting and design at the same time. When the product packaging was accused of being vulgar and the regulatory authorities were involved in the investigation, it was not surprising that Weilong publicly apologized and announced rectification. On March 30, the topic of "Wei Long's apology" once topped the microblog hot search list, with a total reading of more than 300 million in a short time, which shows its attention. Weilong's packaging is printed with words such as "about" and "tough". Is it vulgar? Many netizens believe that this is playing pornographic edge ball, and Wei long is not wronged by being accused of vulgar marketing. Some netizens also believe that it is not appropriate to "pick words", and the suspected vulgarity of advertising language is not necessarily equal to breaking the law. In fact, Wei long did not admit that he was "vulgar" or "pornographic" in his apology, but stressed that there was "controversy". Why is vulgar marketing banned repeatedly? In addition to factors such as "traffic anxiety" and insufficient punishment, the reason may be hidden in the word "dispute". In the "attention scarce" network era, it is not easy to expand brand awareness, and it may not have much effect to hit real gold and silver. Therefore, some businesses have moved to play the edge ball. What's more, they regard "not afraid of controversy, but afraid of being ignored" and "advertising and marketing should play the edge ball well" as the standard. Playing the edge ball is not only a technical job, but also a "risk job". If you don't pay attention, you will "turn people upside down". Recently, Procter & Gamble, a leading daily chemical company, made a hot search for a tweet that "women's foot odor is five times that of men". Jieting, a well-known sanitary napkin brand, was criticized as "making women's money and insulting women" because of the controversy caused by "drying the bed photos of girls wearing safety pants" in the advertisement. Subsequently, both P & G and Jieting "sincerely apologized", and the incident came to an end. If vulgar marketing events are often apologized, I'm afraid this bad atmosphere is difficult to stop. Objectively speaking, it is difficult for the law to be comprehensive and meticulous. The advertising law stipulates that advertisements shall not "hinder social public order or violate social good customs" and "contain obscene, pornographic, gambling, superstitious, terrorist and violent contents". However, these Provisions are vague and general. In addition, the newly revised administrative punishment law has added the provision of "no penalty for first violation", so some businesses who hit the sideline escaped the punishment of the regulatory authorities. Take vulgarity as creativity, pornography as a selling point, crooked roads as a shortcut, walk on the edge of morality and law, and sooner or later "roll over" in public. Even if you earn traffic for a while, you will eventually end up with "success and failure". The lessons of the past are clear in my mind. I advise some brands to have a long memory. Don't take chances and be smart, otherwise they can only destroy their image. In order to curb the vulgar marketing phenomenon of hitting the edge ball, relevant departments should "light the sword" in time. The warning should be given and the heavy penalty should be given. In addition to severe punishment in accordance with the law, it is necessary to further clarify the bottom line and boundary of commercial marketing. For example, the regulatory authorities regularly publish specific cases, the judicial organs strengthen the interpretation of the law by cases, and the news media give full play to the function of public opinion supervision, so as to timely reveal a relatively clear bottom line and "red line" to businesses, so that they dare not, cannot and do not want to play a side ball. It is worth noting that the main consumer groups of Weilong's products are primary and secondary school students. This vulgar marketing of playing pornographic edge ball has far-reaching harm. For this, the whole society should maintain a "zero tolerance" and high-pressure attitude when exposed. (outlook new era)
Edit：Yuanqi Tang Responsible editor：Xiao Yu
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