Advertising monitoring report

(2019年10月)

The first part of the traditional media advertising monitoring situation

　　First, comprehensive analysis of traditional media advertising monitoring

　　From October 1, 2019 to October 31, 2019, the city monitored a total of 433,926 advertisements in traditional media such as television, radio and print, and found 142 suspected illegal advertisements, with an illegal advertising rate of 0.03%。　　

　　This month, the amount of traditional media advertising monitoring decreased by 10 percent.69%, the number of advertising violations decreased by 69%.98%, advertising illegal rate decreased by 0.07 percentage points。Among them, TV media issued 40 illegal advertisements, 17 fewer than last month, mainly concentrated in China Education Channel 1, the main category is collection category advertising, advertising illegal rate of 0.01%;Broadcast media published 44 illegal advertisements, 317 fewer than the previous month, mainly concentrated in Beijing Sports Broadcasting (FM102).5), Beijing Art Radio (FM87.6), the main categories are consulting services and medical diagnosis and treatment services, and the illegal rate of advertising is 0.03%;The print media issued 58 illegal advertisements, an increase of 3 compared with the previous month, mainly concentrated in Beijing Evening News and medical health care newspaper, the main category is medical diagnosis and treatment service advertisements, and the advertising illegal rate is 0.17%, up 0. 3% from the previous month.04 percentage points。

　　Second, the monitoring of all kinds of traditional media advertising in the city

　　Overview of traditional media monitoring

　　1. The proportion of industries that publish suspected illegal advertisements by TV media

　　2. The proportion of industries suspected of illegal advertising published by broadcast media

　　3. The proportion of industries suspected of illegal advertising published by print media

　　3. Monitoring of advertisements for goods and services published by traditional media

　　1. The top five advertising categories in terms of illegal volume of traditional media

　　2. The top five advertising categories with illegal rates of traditional media

　　A total of 12 categories of advertising in traditional media were found to be illegal this month。Among them, the top five illegal advertisements are medical diagnosis and treatment services, collection categories, consulting services, wechat consulting, and non-prescription drugs 

　　Accounting for 88 percent of the city's traditional media illegal advertising.03%。

　　Among them, the advertisement of medical diagnosis and treatment service ranks the first with 57 illegal items, the main illegal performance is :1, the release of medical advertisement without approval;2, the release of medical advertisements without marking the first name of medical institutions;3. Use the image and name of doctors and patients as proof。

　　Collection category advertising ranked second with 28 illegal items, the main illegal performance is: there is an expected return on investment in the advertising of goods or services to the future effect, income or related situation to make a guarantee commitment, express or implied capital preservation, no risk or income protection。

　　The advisory services category ranked third with 25 violations，The main illegal performance is: 1, non-medical, drug, medical device advertising，The content relates to the function of disease treatment，Use medical terms or terms that may easily confuse marketed goods with drugs or medical devices;2. Mass media publish advertisements in the form of news reports。

The second part of the Internet media advertising monitoring

　　First, the overall situation of Internet advertising monitoring

　　In October 2019, the Internet advertising monitoring platform searched and monitored more than 31.72 million Internet advertisements，5767 suspected illegal advertising clues were obtained，It involves 22 categories of goods and services, 74 media, and 1,051 business entities，After review, it was confirmed that 2,253 of the advertisements were suspected of illegal problems。

　　2. Monitoring of advertisements of various categories of goods and services on the Internet

　　Among the categories of goods and services monitored in October, the top five categories of goods and services suspected of violating the law were medical beauty services, wechat consultation, medical diagnosis and treatment services, investment promotion and special cosmetics。

　　Medical beauty services accounted for the largest proportion, ranking first with 675 suspected violations, accounting for 29 percent of the total number of suspected violations of all types of advertising.96%。The illegal problems of such advertisements focus on the illegal use of medical technology and disease names in advertisements。

　　The second is wechat consulting advertisements, with 506 suspected violations, accounting for 22 percent of the total number of suspected violations of all types of advertisements.46%，The main illegal performance is: 1, the repeated appearance of a micro signal in the advertisement，Guide consumers to consult specific information such as related goods and services by adding wechat signals，In the advertisement, the performance and function of the specific product or the content of the service are not clear or clear，Mislead consumers;2, non-medical, pharmaceutical, medical device advertising，The content deals with medical terms such as the function of disease treatment。

　　The third is the advertisement of medical diagnosis and treatment service, the suspected illegal amount is 192 times, accounting for 8% of the total suspected illegal amount of various types of advertisement.52%, the main illegal performance is: 1, illegal use of medical technology, disease names and other content in advertising。2, use the image of doctors, patients, etc., as proof;3. Medical institutions publish medical advertisements without applying for medical advertisement review before publication。Publish medical advertisements without obtaining Medical Advertisement Review Certificate。

　　In addition to the five types of advertisements suspected of violating the law, the remaining types of advertisements suspected of violating the law totaled 586 times, accounting for 26 percent of the total number of advertisements suspected of violating the law.01%。

　　Beijing Advertising Monitoring Center

　　2019-11-06