More and more advertisers are keen on hiring people to distribute print advertisements on the streets and markets to attract business. This kind of advertising carrier has the characteristics of large liquidity, wide distribution, frequent and miscellaneous sources, and common violations of laws and regulations. It seriously disrupts the normal business order of the advertising market, damages the legitimate rights and interests of consumers, and also provides advertising supervision for industry and commerce. Bringing many problems. In this regard, the industrial and commercial departments should attach great importance to the difficulties encountered in the supervision of decentralized printed advertisements and find practical measures to solve them.
First, the difficulty in the supervision of decentralized printed advertisements is that the printing process is simple and the review is lacking. According to the "Management Measures for Printed Advertisements", advertising operators have been given the responsibility of supervision and management of printed advertisements, and it is also the only key subject in the current production and release of printed advertisements. For distributed printed advertisements, the design process and production process are simple. Publishers often choose to print in an informal printing organization to evade the review of the main body of formal advertising. For example, some disperse printed advertising units often do not have any qualifications. Several people operate simple-loading machines, renting outlets to engage in advertising printing business, lacking professional designers, proper advertising knowledge and legal knowledge, resulting in distributed print ads. The content and terminology were released without review.
Second, the main body of the publication is complicated, and it is difficult to investigate and collect evidence. On the one hand, the main body of advertising is complicated. According to the provisions of the national advertising laws, the main body engaged in fixed-form print advertising business shall obtain the "Registration Certificate of Fixed-form Print Advertisements" issued by the industrial and commercial authorities in accordance with the law. However, the conditions for obtaining a registration certificate are relatively high, resulting in the majority of operators of decentralized fixed print advertisements engaging in business activities without obtaining business qualifications. On the other hand, the main body of the advertiser is complicated. Compared with radio, newspaper and other media, the cost of distributing printed advertisements published by leaflets is relatively low. The cost of most distributed flyer advertisements is less than 5% of the cost of advertising media. The low cost caters to most of the qualifications. The main body of SMEs, individual industrial and commercial households, etc., which are in the initial stage of operation. The main body of the issue involves a wide range of complexities, and some illegal subjects take the form of uncooperative cooperation to deal with the investigation and evidence collection by the industrial and commercial departments, which brings great difficulties to the supervision of the industrial and commercial departments.
Third, the distribution methods are diverse, and prevention and control are not easy. The distribution of dispersive printed advertisements is relatively scattered. For example, shopping malls, markets, and other densely populated areas can be seen everywhere. They are stuffed into the door cracks, mailboxes, or posted on the external walls, corridors, and stairs of residential buildings. It is miserable; more people take the method of separating the printing place from the publishing place, that is, printing in an advertisement printing den, and then distributing it to other regions to disperse the distribution, which poses a great problem for the after-sales supervision of the industrial and commercial departments. The global printing industry faces three major challenges: the advertising market is shrinking and reducing revenue.
Fourth, the legal provisions are loose and the penalties are insufficient. At present, the main basis for the industry and commerce department to investigate and distribute decentralized printed advertisements is the “Administrative Measures for Printed Advertisementsâ€. The punishment for illegal printed advertisements is: the industrial and commercial department orders the publisher to stop the illegal acts, and the fine is fined 50 yuan. . There are three problems in this regulation: First, the responsibility of the industry and commerce department to stop illegal activities will not have a big effect on mobile publishers. Because of the convenience of carrying out distributed flyers, publishers often transfer locations and replace personnel. release. Secondly, the method does not stipulate that industrial and commercial law enforcement personnel can seize and advertise the advertising materials on the spot, leaving the publishers with an opportunity to release the law again. Once again, a fine of less than 50 yuan is not a warning for decentralized print publishers.
Second, the countermeasures to solve the problem of decentralized print advertising supervision and control one is to widely publicize and guide education. It shall take the form of issuing promotional materials, accepting consultation and answering questions on the spot, and publicizing the laws and regulations such as the Advertising Law, the Advertising Management Regulations and the Printed Advertising Management Measures to the majority of the dispersed print advertising business owners, so that they fully understand the laws and regulations. Content, enhance illegal costs and credit awareness, and effectively publish decentralized printed advertisements in accordance with the law, and adhere to integrity and law-abiding operations.
The second is to implement a dual filing system. We should actively strengthen the implementation of the dual filing system for the issue of pre-existing issues in order to address the problem of laxity of print ads operators. On the one hand, the advertising operator is required to record the business license, the type and content of the advertisement information to be published in the jurisdiction of the industrial and commercial office before the production of the advertisement, and keep a copy of the archive for inspection at any time. On the other hand, advertisers are required to submit a report on the dispersive printed advertisements to the industry and commerce department within one month after the advertisements are published, to clarify the main mobile release time and scope of the advertisements, and to provide reference for law enforcement officers to conduct after-sight inspections.
The third is to strengthen the supervision of key classifications. The first category is hot advertisements that are closely related to the physical and mental health of the masses, such as medical, pharmaceutical, health food and other advertisements. In the process of supervision, the layout content and number of advertisements should be strictly checked, the propaganda language of such advertisements should be carefully examined, and the advertisement delivery methods should be regulated. Intensify law enforcement and handling cases, and seriously investigate and deal with serious illegal acts in advertising. The second category is periodic and seasonal “hot spot†advertisements. For example, in the period of high sales of agricultural materials, summer recruitment, summer recruitment, and the peak period of enrollment, the advertisements should be targeted to carry out special rectification actions to effectively prevent illegal activities. Violations occur.
The fourth is to focus on the protection of legitimate rights and interests. Give full play to the "12315 anti-counterfeiting rights warning signboard", "one meeting three stations", "12135 consumer complaint platform", government microblogging and other channels, open up a green channel for decentralized print advertising illegal reporting, timely accept and investigate and deal with consumers Dispute and complaint reports on dispersive printed advertisements effectively protect the legitimate rights and interests of consumers.
The fifth is to strengthen joint enforcement by the department. The supervision of decentralized printed matter advertisements involves multiple functional departments. Only when all departments work together to form a joint force can effectively control the occurrence of illegal activities. Therefore, it is necessary to actively report to the local party committee and government for a report, and strive to establish a contact conference system, so that the departments of industry and commerce, food and drug, urban management, health, public security and other departments can perform their duties and division of labor to supervise and disperse the printed advertising market.
First, the difficulty in the supervision of decentralized printed advertisements is that the printing process is simple and the review is lacking. According to the "Management Measures for Printed Advertisements", advertising operators have been given the responsibility of supervision and management of printed advertisements, and it is also the only key subject in the current production and release of printed advertisements. For distributed printed advertisements, the design process and production process are simple. Publishers often choose to print in an informal printing organization to evade the review of the main body of formal advertising. For example, some disperse printed advertising units often do not have any qualifications. Several people operate simple-loading machines, renting outlets to engage in advertising printing business, lacking professional designers, proper advertising knowledge and legal knowledge, resulting in distributed print ads. The content and terminology were released without review.
Second, the main body of the publication is complicated, and it is difficult to investigate and collect evidence. On the one hand, the main body of advertising is complicated. According to the provisions of the national advertising laws, the main body engaged in fixed-form print advertising business shall obtain the "Registration Certificate of Fixed-form Print Advertisements" issued by the industrial and commercial authorities in accordance with the law. However, the conditions for obtaining a registration certificate are relatively high, resulting in the majority of operators of decentralized fixed print advertisements engaging in business activities without obtaining business qualifications. On the other hand, the main body of the advertiser is complicated. Compared with radio, newspaper and other media, the cost of distributing printed advertisements published by leaflets is relatively low. The cost of most distributed flyer advertisements is less than 5% of the cost of advertising media. The low cost caters to most of the qualifications. The main body of SMEs, individual industrial and commercial households, etc., which are in the initial stage of operation. The main body of the issue involves a wide range of complexities, and some illegal subjects take the form of uncooperative cooperation to deal with the investigation and evidence collection by the industrial and commercial departments, which brings great difficulties to the supervision of the industrial and commercial departments.
Third, the distribution methods are diverse, and prevention and control are not easy. The distribution of dispersive printed advertisements is relatively scattered. For example, shopping malls, markets, and other densely populated areas can be seen everywhere. They are stuffed into the door cracks, mailboxes, or posted on the external walls, corridors, and stairs of residential buildings. It is miserable; more people take the method of separating the printing place from the publishing place, that is, printing in an advertisement printing den, and then distributing it to other regions to disperse the distribution, which poses a great problem for the after-sales supervision of the industrial and commercial departments. The global printing industry faces three major challenges: the advertising market is shrinking and reducing revenue.
Fourth, the legal provisions are loose and the penalties are insufficient. At present, the main basis for the industry and commerce department to investigate and distribute decentralized printed advertisements is the “Administrative Measures for Printed Advertisementsâ€. The punishment for illegal printed advertisements is: the industrial and commercial department orders the publisher to stop the illegal acts, and the fine is fined 50 yuan. . There are three problems in this regulation: First, the responsibility of the industry and commerce department to stop illegal activities will not have a big effect on mobile publishers. Because of the convenience of carrying out distributed flyers, publishers often transfer locations and replace personnel. release. Secondly, the method does not stipulate that industrial and commercial law enforcement personnel can seize and advertise the advertising materials on the spot, leaving the publishers with an opportunity to release the law again. Once again, a fine of less than 50 yuan is not a warning for decentralized print publishers.
Second, the countermeasures to solve the problem of decentralized print advertising supervision and control one is to widely publicize and guide education. It shall take the form of issuing promotional materials, accepting consultation and answering questions on the spot, and publicizing the laws and regulations such as the Advertising Law, the Advertising Management Regulations and the Printed Advertising Management Measures to the majority of the dispersed print advertising business owners, so that they fully understand the laws and regulations. Content, enhance illegal costs and credit awareness, and effectively publish decentralized printed advertisements in accordance with the law, and adhere to integrity and law-abiding operations.
The second is to implement a dual filing system. We should actively strengthen the implementation of the dual filing system for the issue of pre-existing issues in order to address the problem of laxity of print ads operators. On the one hand, the advertising operator is required to record the business license, the type and content of the advertisement information to be published in the jurisdiction of the industrial and commercial office before the production of the advertisement, and keep a copy of the archive for inspection at any time. On the other hand, advertisers are required to submit a report on the dispersive printed advertisements to the industry and commerce department within one month after the advertisements are published, to clarify the main mobile release time and scope of the advertisements, and to provide reference for law enforcement officers to conduct after-sight inspections.
The third is to strengthen the supervision of key classifications. The first category is hot advertisements that are closely related to the physical and mental health of the masses, such as medical, pharmaceutical, health food and other advertisements. In the process of supervision, the layout content and number of advertisements should be strictly checked, the propaganda language of such advertisements should be carefully examined, and the advertisement delivery methods should be regulated. Intensify law enforcement and handling cases, and seriously investigate and deal with serious illegal acts in advertising. The second category is periodic and seasonal “hot spot†advertisements. For example, in the period of high sales of agricultural materials, summer recruitment, summer recruitment, and the peak period of enrollment, the advertisements should be targeted to carry out special rectification actions to effectively prevent illegal activities. Violations occur.
The fourth is to focus on the protection of legitimate rights and interests. Give full play to the "12315 anti-counterfeiting rights warning signboard", "one meeting three stations", "12135 consumer complaint platform", government microblogging and other channels, open up a green channel for decentralized print advertising illegal reporting, timely accept and investigate and deal with consumers Dispute and complaint reports on dispersive printed advertisements effectively protect the legitimate rights and interests of consumers.
The fifth is to strengthen joint enforcement by the department. The supervision of decentralized printed matter advertisements involves multiple functional departments. Only when all departments work together to form a joint force can effectively control the occurrence of illegal activities. Therefore, it is necessary to actively report to the local party committee and government for a report, and strive to establish a contact conference system, so that the departments of industry and commerce, food and drug, urban management, health, public security and other departments can perform their duties and division of labor to supervise and disperse the printed advertising market.
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