Three squirrels advertisement is accused of being illegal

The Three Squirrels advertisement was accused of being illegal.

The Three Squirrels advertisement was accused of being illegal. Around New Year's Day in 2022, the model's "squinting makeup" in the Three Squirrels poster was revealed. , is considered to be deliberately vilifying the Chinese people. Later, the "red scarf youth marketing" was exposed, and the three squirrels advertisement was accused of being illegal. The Three Squirrels Advertisement was accused of being illegal1

On January 2, the “Three Squirrels Advertisement” once again aroused controversy among netizens.

Some netizens pointed out that the image of two teenagers wearing red scarves in the "331 Brain Replenishing Festival" advertising picture released by Three Squirrels was illegal and could not be used to describe the Young Pioneers. Information is used for advertising.

Some netizens said that according to regulations, advertisements must use standardized characters. Standard characters refer to simplified characters, but traditional Chinese characters are used in the article.

In this regard, some netizens left a message, "It seems that the three squirrels really need to renovate their brains."

Some netizens also questioned, "All the advertisements from 2019 have been dug out? Didn’t you notice it at the time? ”

In March 2019, Three Squirrels hosted topics related to the “331 Brain Replenishment Festival”, but the content is currently unavailable.

It is understood that the "Several Regulations on the Production and Use of the Flag, Team Emblem, Red Scarf, and Team Cadre Logo of the Chinese Young Pioneers" issued by the National Youth Working Committee on November 28, 2005 shows that: Chinese Youth Pioneers The Pioneer team flag, team emblem, red scarf, team cadre logo and their patterns may not be used for trademarks, commercial advertising and commercial activities.

In addition, in 2020, the General Office of the Youth League Central Committee and the Office of the National Youth Working Committee issued the "Red Scarf, Team Flag, Team Emblem, Team Committee (Captain) Logo and "Regulations on the Management of the Use of Team Songs" once again clarifies: red scarves, team flags, team emblems, team committee (captain) logos and their patterns, names, team song names, lyrics, music scores, etc. shall not be used or disguised for corporate names, trademark registrations, etc. Commercial advertisements, commercial, entertainment and other activities shall not be used in inappropriate occasions such as private celebrations and parties.

The Shanghai Consumer Protection Commission commented on the controversial advertisement of three squirrels: The aesthetics of the consumer circle must also keep pace with the times.

Previously, three squirrels were involved in the poster. The model's "squinting" makeup caused great controversy.

Some netizens posted a product promotion poster of Three Squirrels in October 2019. Due to the "squinting" makeup of the model in the poster, some netizens believed that Three Squirrels was deliberately vilifying Chinese people.

Three Squirrels apologized: No deliberate ugliness

On December 26, Three Squirrels issued a statement in response: In response to feedback from some netizens, the makeup of models on some of our product pages does not meet the aesthetic requirements. , and further questioned our company’s relevant position, our company made the following explanation:

After investigation, this product was launched in October 2019. The model on this page is Chinese, and her makeup is based on her personal characteristics. , no deliberate ugliness.

In response to feedback from netizens that the model’s makeup does not conform to public aesthetics and causes discomfort, our company deeply apologizes and has replaced the page as soon as possible, and has arranged to check other product pages of the company to prevent similar situation arises.

Three Squirrels is a domestic brand. As a local enterprise, we have been committed to serving the society over the years and actively fulfilling social responsibilities in helping farmers, poverty alleviation and rural revitalization.

The model in question responded: I was born to look like this

On December 27, a user named @Cainiangniang posted on the social platform that she was a controversial advertising picture of three squirrels. model on. She said that this advertisement was shot in October 2019. "My eyes are indeed what I look like. I was selected to be a model for this advertisement because of my personality and performance style. I did not deliberately create any image that insults China."

Regarding the online comments, she expressed helplessness, "I don't know what I did wrong to suffer this kind of online violence. I am just an ordinary worker who completes my own work.

My eyes are too small to be Chinese? ”

Shanghai Consumer Protection Committee: The aesthetics of the consumer circle must also keep pace with the times

In this regard, the Shanghai Consumer Protection Committee issued a document on the 27th stating that The aesthetics of the consumer circle must also keep pace with the times. Society is developing and consumption is iterating. Only by advancing with the times can businesses keep up with the times, meet the new aesthetic needs of consumers, and establish cultural and emotional relationships with consumers. *** Ming. Three Squirrels’ advertisement was accused of illegality 2

The Three Squirrels’ “squinting eyes” controversy is not over yet. Another netizen uncovered the marketing copy released by Three Squirrels three years ago. , and pointed out that its advertisements are suspected of being illegal. This new year is destined to be uneven for the three squirrels.

According to the "Several Regulations on the Production and Use of the Flag, Team Emblem, Red Scarf, and Team Cadre Logo of the Chinese Young Pioneers" issued by the National Youth Working Committee on November 28, 2005, the Chinese Young Pioneers' flag, team emblem, and red scarf, The team cadre logo and its pattern may not be used for trademarks, commercial advertisements and commercial activities.

At the same time, the above-mentioned marketing posters released by Three Squirrels also violated the provisions of Article 58 of the Advertising Law, which "is considered exploitation and exploitation." Advertising items related to primary school students may be punished with a fine of 100,000 to 200,000 yuan. If the circumstances are serious, a fine of 200,000 yuan to 1 million yuan may be imposed. "

In addition, advertisements must use standardized characters, that is, simplified characters, but traditional Chinese characters are used in the text.

Some netizens said: "All the advertisements in 2019 have been translated. ? ”

Although this is a 2019 advertisement, this does not excuse you from shirking responsibility. Have these advertising laws not been implemented in 2019? Do your marketing creative staff have no legal awareness at all? None?

It should be noted that the Internet has memory. If you do not abide by the law, do not comply with business rules, and do not conform to the mainstream aesthetics, you will eventually be punished.

Squirrel was founded in 2012 and specializes in nut products. At that time, Three Squirrels adopted an OEM + e-commerce model and quickly became a "hot seller" in the nut industry by 2019. Annual sales have reached 10.173 billion, making it the first snack industry company to cross the 10 billion threshold.

However, a series of problems have also emerged during the rapid development of Three Squirrels.

Marketing has repeatedly overturned

Around New Year's Day in 2022, the "squinting makeup" of the model in the Three Squirrels promotional poster was considered to be a deliberate attempt to vilify the Chinese people. Later, it was revealed that the "red scarf" was used. "Juvenile Marketing" poster is suspected of violating laws and regulations.

Frequent product quality problems

Three Squirrels adopts the OEM model, and product production relies entirely on OEM. This operating model is very good. Asset-heavy operating risks are effectively avoided, but there is also the risk of product quality management being out of control. On the Black Cat Complaint Platform, Three Squirrels *** received 1,220 complaints, a large part of which were due to food being eaten in snacks. There have been complaints about product quality issues such as hair, bugs, hair, unknown objects, and even maggots

High marketing expenses

According to the financial report, in 2019. From 2020 to 2020, Three Squirrels’ platform services and promotion fees were 660 million yuan and 961 million yuan respectively. In the first three quarters of 2021, the company invested more than 1.466 billion yuan in sales expenses in order to get rid of Internet channels. Dependent, Three Squirrels began to vigorously expand the offline market, but the effect was not satisfactory. According to the 2021 semi-annual report, the Three Squirrels Alliance opened 199 new stores and closed 122 stores.

In the new year. , it can be said that there are many crises for the three squirrels. If the existing problems are not improved in time, I am afraid that the haze will always hang over their heads. The three squirrels' advertisement was accused of violating the law 3

Following the model. After controversy over its makeup, snack brand Three Squirrels recently aroused doubts after it was discovered that it was using logos such as "Young Pioneers" and "Red Scarf" in its advertisements, as well as using traditional Chinese characters in its slogans. The customer service told Jimu News that this was a poster from a long time ago and the relevant information has been fed back to the superior department.

At noon that day, Three Squirrels deleted the relevant poster from the WeChat public account.

On January 1, some Weibo netizens broke the news that the promotional poster of Three Squirrels was suspected of being illegal. On the poster, two Young Pioneers are wearing red scarves. One of them is giving the Young Pioneer salute, and the other is holding a snack gift bag that reads "Five years to prevent fraud, three years to nourish the brain." "The spring breeze of reform is blowing everywhere, there is nothing wrong with eating more Wu San" written in traditional Chinese at the bottom of the poster.

In this regard, some netizens said: “Are you always playing sideways, are you challenging the bottom line of consumers?” Some netizens joined the Three Squirrels official flagship store welfare group and said: “I will not buy it again in the future. ”

On the morning of January 3, the customer service staff of Three Squirrels’ official website told Jimu News reporters that they had not received any information about this matter yet and would Issues reported by reporters are reported.

A staff member of the official flagship store of Three Squirrels told Jimu News reporter that this poster was an advertisement from a long time ago. The company will only have promotional advertisements when the product is on sale. Now this product has been removed from the shelves. At about 9 a.m. on the 3rd, a reporter from Jimu News searched the WeChat public account of "Three Squirrel Shop" and found that the promotional poster was still there. At about 11:30 a.m., the poster was deleted.

Lawyer Chen Liang from Hubei Haolv Law Firm believes that the use of the image of the Young Pioneers and the red scarf logo in the poster is contrary to the regulations on the use of relevant signs issued by the National Youth Working Committee, but it cannot be called an illegal act. . According to Article 14 of the "Law of the People's Republic of China on the Standard Spoken and Written Language", the words used on signboards and advertisements should be based on the national standard spoken and written language, unless the words used in the monuments, ancient buildings, etc. Except for traditional Chinese characters that can be retained or used, the use of traditional Chinese characters in business posters is suspected of being illegal.

Lawyer Chen Liang believes that penalties for administrative actions are timely. According to Article 36 of the Administrative Penalty Law, if illegal acts are not discovered within two years, no administrative penalties will be imposed; if they involve citizens’ life, health, safety, financial security and have harmful consequences, the above period is extended to five years. But this does not mean that merchants cannot take the initiative to correct and apologize.

Previously, due to the controversy caused by the makeup of poster models, Three Squirrels posted on Weibo on December 26, 2021, saying: It has arranged to check other product pages of the company to prevent similar situations from happening.