Prohibition rumor

CCTV responded yesterday that there is no plan to "clean up liquor advertisements".

Under the atmosphere of restricting "three public" consumption and advocating frugality, liquor enterprises are once again attacked by bad rumors.

Yesterday, a message about "CCTV will clean up liquor advertisements after the National People's Congress" was circulated on the Internet. However, a number of liquor companies later told the Morning Post reporter that after their verification, CCTV did not introduce this policy at present. CCTV staff also said that there is no plan to clean up liquor advertisements.

In the eyes of industry observers, it is unlikely that CCTV will clean up liquor advertisements. "Liquor, as a fast-moving consumer product, needs to be marketed through advertisements," said Li Tie, a liquor marketing expert. Although liquor advertising has been gradually restricted since the 1990s, including prime-time broadcast frequency and continuous price increase, liquor companies are still important advertisers of CCTV.

Nevertheless, industry observers believe that under the impact of various bad news, high-end liquor will face a pattern of double decline in performance and terminal price this year, and this adjustment will last for two to three years.

SARFT wants to "purify" advertisements.

In terms of advertising, it is not known whether liquor has a stricter policy. However, it is worth noting that SARFT has restricted the content of current advertisements.

According to Xinhua News Agency earlier this month, the State Administration of Radio, Film and Television has issued the Notice on Cleaning up the Advertisement of "Gifts" in Radio and Television, requiring radio and television stations at all levels to immediately delete advertisements containing "Gifts".

The report quoted the notice as saying that in some advertisements, "giving gifts is the first choice", "giving gifts to leaders" and "saving face for superiors" appeared. There are many famous watches, rare stamps and gold and silver commemorative coins in the gifts, which convey incorrect values and easily encourage bad social atmosphere.