The positive effects of the slogan are as follows

False advertising content is bound to mislead and deceive consumers, and will cause harm to society accordingly. It is manifested in two aspects: first, it destroys the fundamental foundation of the authenticity of advertisements, makes consumers doubt advertisements, and affects the positive role of advertisements. According to the survey statistics, 85% of China consumers think that most goods are not as good as advertised, and 66% people think that the problems that need to be solved in advertising at this stage are inaccurate; Second, because the authenticity of advertisements is destroyed, the property interests and personal interests of consumers are infringed. Specifically, it refers to consumers who are deceived by misleading false advertisements after purchasing their goods or services, and their property is damaged to varying degrees. More seriously, misleading false advertisements may also lead to disability or death of consumers. In the process of China's gradual transition from a planned economy to a market economy, similar incidents have occurred from time to time. Third, the potential harm. Because of the rapid spread and wide radiation of false advertisements, it has greatly hindered the normal operation of the market economy, had a very bad impact on the whole economic system and order, made consumers distrust market participants, improved preventive measures, such as more and more cautious and strict audit standards and conditions when purchasing goods or services, increased the difficulty for consumers to buy goods or services, and the transactions between market participants became more and more complicated, so the government increased its investment in market management.

The advertising market is a system, which includes three stakeholders, namely, an operator group composed of advertisers, advertising operators and publishers, a consumer group composed of viewers and readers, and a supervisor responsible for formulating and implementing market rules.

The interests of operators and consumers are opposite, and consumers are in a weak position because of the asymmetry of information. If the two sides are allowed to play the game, the interests of consumers will be damaged. The duty of the supervisor is to keep the balance of interests by restraining the behavior of the operators. The repeated prohibition of false advertisements shows that there is an imbalance of interests in the system.