Zhao Liying’s endorsement also overturned! The brand was investigated for false publicity, and its multiple endorsements of micro-businesses caused controversy. What's going on?

After Jing Tiangang was fined for micro-business endorsement, well-known media exposed a series of problems such as false publicity and induced consumption of the product "Yanzhiwu" endorsed by Zhao Liying. In 2021, some media discovered during an unannounced visit that Yanzhiwu's bird's nest advertisement had advertising slogans such as "I heard it is better to eat bird's nest during pregnancy." At the same time, the staff of Yanzhiwu flagship store also said that long-term consumption by the elderly can improve immunity and regulate the gastrointestinal condition.

The brand promotes that eating bird's nest is good for the health of the elderly and pregnant women. However, some media have inquired about Yanzhiwu's customer service, and the other party stated that the efficacy of bird's nest is not supported by experiments and data. Media inquiries on the official website of the Food and Drug Administration found that Yanzhiwu's ready-to-eat bird's nests do not have batch numbers for drugs, health foods, or formula foods for special medical purposes.

Seeing that the controversy surrounding Jing Tian’s “explosion” had just subsided, another well-known artist fell over because of it. She is Zhao Liying, who is known as the queen of TV drama ratings. It is reported that the bird's nest brand "Yanzhiwu" endorsed by Zhao Liying is also suspected of false propaganda. Since the brand uses a well-known spokesperson, it has played a role in inducing consumer consumption to a certain extent.

In response to this issue, the China Securities Regulatory Commission requires brand owners to list the specific propaganda calibers of advertisements and other related promotional materials, specify whether there are compliance risks such as false propaganda, and hopes that they will respond within 30 days, but Yanzhiwu The brand has not yet responded to its related issues.

Some netizens broke the news about the products endorsed by Zhao Liying, and Yanzhiwu was also questioned for false advertising and inducing consumption, resulting in a series of problems. As early as 2021, some media have already noticed related problems of Yanzhiwu. Relevant departments issued feedback on Yanzhiwu and raised 57 issues, which also exposed many problems with the brand.

In an article, "Insight on IPO" raised questions about Yanzhiwu's high marketing expenses, false advertising controversy, and competition from brands such as Xiaoxian Stew. In the inquiry letter These issues have also become the focus. Yanzhiwu's advertisements are indeed exaggerated. For example, I heard that eating bird's nests is better during pregnancy, and that long-term consumption of bird's nests by the elderly can improve immunity and regulate gastrointestinal conditions. The brand still uses these words as advertising slogans to this day.

A query on the official website of the Food and Drug Administration found that this brand of bird's nest is a ready-to-eat bird's nest and does not have drugs, health foods, or special medical purposes, and the official has not issued any certification that its product has these therapeutic effects. At the same time, the reporter also noticed that the advertising information on the brand’s official website has not changed so far. It also uses the gimmick of “good bird’s nests specially developed for pregnant mothers”, claiming that its own bird’s nests can provide sufficient nutrition for pregnant mothers. It can also provide babies with necessary nutrients during their brain development stage.

A lawyer also commented on this matter. He said that Yanzhiwu’s customer service behavior is obviously an inducement to consume and does not involve crime. If the claimed effect is false, it involves fraud. It is not difficult to conclude from the current media reports that Zhao Liying's endorsement has turned over again. This is not the first time that she has overturned the endorsement of micro-business.

Celebrity endorsements have been overturned one after another, including Zhang Ting, Tao Hong, Chen He, and Guan Xiaotong. These people are either endorsements or franchisees, or micro-business. After the incident, most of them chose to distance themselves from each other, but the Internet has always There is memory, and if celebrities abuse their influence, they will also experience a big impact on their reputation.

Health care products are a hugely profitable industry, especially in bird’s nests. The bird's nest industry has been hit hard once before, including the appalling "blood swallow" incident. Bird's nests mainly refer to the nests of some swallows. Most of the edible commercial bird's nests come from swiftlets. During the breeding period, the salivary glands of swiftlets will expand and secrete a large amount of saliva. Swiftlets use saliva to build bird's nests, and finally in the bird's nests Breeding baby swiftlets.

"Yanzhiwu" did not provide reasonable feedback on this series of issues. It only mentioned that "eating bird's nest products is more of a dietary habit and lifestyle, rather than treating it as a "A medicine that can cure all diseases." It is not difficult to see whether such rhetoric is intended to excuse oneself. In addition, during this process, its relevant customer service personnel also avoided asking questions about such issues.

Nowadays, the outside world has focused its attention on Zhao Liying, the spokesperson of the brand. It is reported that Zhao Liying has made mistakes due to endorsement issues before. She was named and punished by the official for endorsing a certain micro-business brand. The brand also paid a fine of 1 million yuan. Now that Zhao Liying has problems again because of her endorsement of the brand, it is bound to arouse doubts from many netizens.