What brands can learn from Blackmores’ false advertising fine in China
Blackmores’ fine for posting medical claims on WeChat and printed advertisement in stores serves as a warning for any Australian marketers trying to push into the Chinese market. In this guest post Ophenia Liang explains what you need to know.
Blackmores’ $65,000 fine by the Shanghai Administration for Industry and Commerce (AIC) for misleading marketing material came about because the company had posted medical claims on WeChat and printed advertisement in stores.
Advertisements in China relating to health foods must not contain medical-treatment claims.
The fine was imposed on China’s Consumer Rights Day reinforcing the Chinese government’s focus on consumer protection and its clampdown on undesirable advertising activities.
All good points! Come to think of it, there’s not much difference between Australia and China on those points. I suspect a dose of culture humility should have prevented the practice and fine.