In 2023, anyone starting a business in any form can create various advertising formats for products or services, utilizing numerous channels, whether online, print media, traditional billboards, which can disseminate campaigns globally to increase brand or business reach to target audiences. Many businesses are investing heavily in marketing.
However, one of the important aspects of advertising in this era is that sometimes there may be an excessive focus on only the advantages or the presentation of unclear information, leading to consumer deception. Therefore, in this article, Relevant Audience will explore the laws that the Royal Gazette has published regarding a new advertising control announcement, which has been in effect since January 13, 2023. If you’re ready, let’s take a look.
Prohibited Advertising Language Excluding or Limiting Liability
Business operators or advertisers should not use advertising messages that have the nature of excluding or limiting liability or messages that grant business operators or advertisers the right to change terms and conditions without prior notice, or any other similar messages that put consumers at a disadvantage. For example:
Prohibited Advertising Language Relying on Personal Beliefs
Business operators or advertisers should not use advertising messages that rely on personal beliefs or any other messages with meanings in a similar manner to invite or entice consumers who are suffering or seeking emotional support to buy products or services. For example:
- See results immediately, see results within 7 days.
- Perform rituals to bring back lost lovers.
- Solve bad luck and karma.
- Enhance prestige, increase sales, increase charm.
- Whoever sees, whoever loves.
- Meditate to see past lives.
- Or other messages in a similar manner.
Prohibited Advertising Language That Is a Guarantee of Products or Services
Business operators or advertisers must specify the guarantor, the duration of the warranty, the characteristics, scope, procedures, methods, and conditions of the warranty contract clearly and completely. It is prohibited to use language in the following manner:
- Safe, worry-free.
- SAFE VALVE Battery explodes, pays immediately! 200,000
- Money-back guarantee if not satisfied.
- Money-back guarantee if no results.
- Satisfaction guaranteed.
- If the product is damaged during transportation, replace it immediately.
- Use warranty messages without specifying the amount of compensation.
Prohibited Advertising Language That Compares with Other Products or Services
Business operators or advertisers are prohibited from using messages that have the nature of confirming facts to compare the properties of their products or services with other products or services. For example:
- Best, best, super, top, excellent, superb, amazing, very good.
- Number one, unique, single, first, pioneer, only in the country.
- Top sales number 1, top sales in the top rankings from…….
- Better, more.
- There are only 2 places in the country.
- 100% effective.
- Messages referencing test results, experimental results, or those certified by….
- Passed standards from foreign testing institutions.
- Received awards….
- Or other messages in a similar manner.
Conclusion
For those interested in further study, you can read the Advertising Control Announcement. Anyone working in the marketing field or wanting to advertise should pay attention to these details. Otherwise, when sued, you will lose both money and time to go to court, which is definitely not worth it.
Consult Digital Marketing with Relevant Audience
Relevant Audience is a Digital Performance Marketing Agency that provides digital marketing services, with the main goal of helping your business reach target audiences looking for products or services at the right time, place, and device through various online channels. Our services cover Search Marketing, Social Media Ads, Search Ads, and SEO (Search Engine Optimization), as well as Influencer Marketing, and we are also part of the Google Partners program.
For more information, please contact us:
Tel: 02-038-5055
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