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The first part of the traditional media advertising monitoring situation
一、Comprehensive analysis of traditional media advertising monitoring
2020年10月1日至2020年10月31On Sunday, the city monitored TV, radio, print and other traditional media advertising459517Articles, found suspected illegal advertising76Article number, suspected violation rate0.02%。
This month, we continued to strengthen the monitoring of advertisements related to the epidemic in the media, and the city monitored advertisements related to the novel coronavirus outbreak in traditional media903Articles, mainly for public interest advertisements, no suspected illegal advertisements were found。
This month, the amount of traditional media advertising monitoring decreased from the previous month3.17%The amount of suspected illegal advertising decreased from the previous quarter18.28%The suspected illegal rate was the same as last month。
Among them, TV media published suspected illegal advertisements20The number of items decreased from the previous month13The main category is collectibles, and the suspected illegal rate is0.01%;No suspected illegal advertisements were found in broadcast media;Print media publish suspected illegal advertisements56The number of items decreased from the previous month4Article II, the main category is medical diagnosis and treatment services, and the suspected illegal rate is0.11%。
二、All kinds of traditional media advertising monitoring situation in the city
Overview of traditional media monitoring
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Media type
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Monitoring quantity (strip)
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涉嫌Illegal quantity
（条次）
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涉嫌Illegal rate
|
|
电视
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294048
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20
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0.01%
|
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广播
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113293
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0
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0.00%
|
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平面
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52176
|
56
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0.11%
|
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合计
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459517
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76
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0.02%
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1The proportion of industries suspected of illegal advertising published by television media
2The proportion of industries suspected of illegal advertising published by print media
3. Monitoring of advertisements for goods and services published by traditional media
1The top five advertising categories in terms of suspected illegal amounts of traditional media
|
|
Category of goods and services
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Monitored quantity
（条次）
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涉嫌Illegal amount (section)
(Sort item)
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涉嫌Illegal rate
|
|
涉嫌
Illegal quantity
Top 5 advertising categories
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Medical treatment service
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975
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41
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4.21%
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collectible
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728
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13
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1.79%
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Over the counter
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30283
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7
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0.02%
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|
其他(General food)
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1405
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6
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0.43%
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Medical device
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1366
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4
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0.29%
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2The top five advertising categories with the suspected illegal rate of traditional media
|
|
Category of goods and services
|
Monitored quantity
（条次）
|
涉嫌Illegal quantity
（条次）
|
涉嫌Illegal rate
(Sort item)
|
|
涉嫌
Illegal rate
Top 5 advertising categories
|
Medical treatment service
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975
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41
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4.21%
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|
collectible
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728
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13
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1.79%
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其他(General food)
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1405
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6
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0.43%
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Disinfection product
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236
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1
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0.42%
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Common cosmetics
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941
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3
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0.32%
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This month traditional media shared8Several categories of advertisements are suspected of illegal problems, and the top five are medical services, collectibles, over-the-counter drugs, and others(General food)And medical device advertising, accounting for the city's traditional media suspected of illegal advertising volume93.42%。
Which medical treatment service advertisement to41The number of suspected illegal articles ranked first, mainly as follows:1Using the names and images of patients, health technicians, medical education and scientific research institutions and personnel, as well as other social associations and organizations as proof;2Publishing medical advertisements without review;3Medical advertisements are not published in accordance with the content and media categories of the sample advertising products approved by the Medical Advertising Review Certificate。
Collectibles advertising13The number of suspected violations of the article ranked second, mainly manifested as: in the advertisement of goods or services with expected return on investment, the future effect, income or related situation made a guarantee promise, express or implied capital preservation, no risk or income protection。
Over the counter drug advertising to7The number of suspected violations of articles ranked third, mainly as follows:1Publishing drug advertisements without review;2Edit, splice, modify and publish the contents of drug advertisements examined and approved by advertising examination organs。
The second part of the Internet media advertising monitoring
2020年10Monthly total search monitoring5346More than 10,000 Internet advertisements, obtain suspected illegal advertising clues5631Clause, refers to21Categories of goods and services,90Home media,1226The main body of an enterprise, which has been reviewed2100There are suspected illegal problems in banner advertising。No advertising leads related to "COVID-19" were detected this month。
Internet advertising monitoring of various categories of goods and services
10Among the categories of goods and services monitored in the month, the top five categories of goods and services suspected of violating the law are medical diagnosis and treatment services, medical beauty services, wechat consultation, commercial investment and education and training services, and five categories are suspected of violating the lawTotal advertising1562Category, total proportion74.38%。
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Category of goods and services
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Suspected illegal amount (Section)
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Suspected illegal quantity
占比
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The top five advertising categories for suspected violations
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Medical treatment services
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589
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28.05%
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Medical beauty services
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339
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16.14%
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Wechat consulting class
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322
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15.33%
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Business investment category
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174
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8.29%
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Education and training services
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138
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6.57%
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Medical diagnosis and treatment services and medical beauty services, the amount of suspected illegal advertising is respectively589Sum in order339Articles, first and second respectively。The main violations are as follows:1Advertisements involve medical technology, disease names and other content;2There is no "Medical Advertising Review Certificate" in the advertisement。
The third place is wechat consulting, and the number of suspected illegal advertisements is322条次。The main violations are as follows:1Non-medical advertisements that involve the treatment of diseases or use of medical terms;2A certain wechat signal repeatedly appears in the advertisement, guiding consumers to consult on specific information such as related goods and services by adding wechat signals, while the performance, function or content of the service in the advertisement is unclear and unclear, misleading consumers。
The fourth is the commercial investment category, and the number of suspected illegal advertisements is174条次。The main illegal performance is that there is no reasonable prompt or warning for possible risks and risk liability。
The fifth is education and training services, and the number of suspected illegal advertisements is138条次。The main illegal performance is:1Make a guaranteed commitment to the effectiveness of education and training;2Use the image of professionals, beneficiaries, etc。
In addition to the five types of advertisements with a relatively high proportion of suspected violations, the remaining types of advertisements have a total amount of suspected violations538Clauses, accounting for the total amount of suspected illegal advertising of various categories25.62%。
Beijing Advertising Monitoring Center
2020-11-05
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