How to treat the mall being fined 200,000 for advertising with the image of Zhong Nanshan?

As early as during the epidemic, many e-commerce platforms have been abusing the traffic of Academician Zhong Nanshan and illegally selling related peripheral products for personal gain. The author believes that this kind of behavior not only hurts public feelings, but also touches the bottom line of morality and law.

According to the provisions of China's Advertising Law, advertisements that deceive or mislead consumers with false or misleading contents constitute false advertisements. In this incident, the enterprise took "Listen to Academician Zhong Nanshan and drink milk! Enhance immunity! " Fabricating right and wrong and false propaganda for advertising words not only disturbs the advertising order of market-oriented enterprises, but also has a bad influence on guiding the public to consume correctly. If every enterprise illegally promotes false advertisements, consumers' trust in advertisements will go from bad to worse, no matter how it affects the harmonious atmosphere of the social market.

In addition, the mall made a cartoon image of Academician Zhong Nanshan for publicity without the permission of Academician Zhong Nanshan, so as to attract celebrities' attention and expand marketing. Of course, it is true that enterprises want to expand their business, but the behavior of shopping malls has seriously violated the portrait rights of celebrities. It is not wrong for both enterprises and individuals to worship idols and want to expand publicity by celebrity effect, but copyright awareness must keep up. Simply relying on celebrity traffic to expand marketing, instead of looking for suitable publicity methods, will not only have no market, but also lose consumers' trust in enterprises.

There is no doubt that it is necessary to punish celebrities for false propaganda, but our focus should be on how to "punish" the effect and how to punish similar illegal acts. Relevant departments may wish to take action and take effective measures to prevent similar things from happening again.