Recently, a skin care product marketing controversy sparked heated discussions. Some consumers saw skin care product ads on short video platforms.Because the words that appeared on the screen were mistakenly thought to be recommendations from family members, after placing the order, they found out that they were just promotional watermarks from the merchant. When my wife found out, she was very angry and immediately applied for a refund.
From the brand’s promotional video,The words "your wife recommends" are placed in the regular position of the platform's official reminder, which can easily mislead users.
The brand involved responded that the relevant words were self-added promotional copy and had nothing to do with the platform system.
After this incident was exposed, netizens sparked discussions about false marketing. Some lawyers pointed out that this behavior of disguising promotional words as system prompts is suspected of violating advertising laws and intentionally defrauding consumers.
There is nothing wrong with marketing innovation, but it cannot break the bottom line of law and ethics. Relying on visual misleading to attract consumers will not only cause consumer disputes, but also overdraft brand reputation. What can really retain consumers is never routine marketing methods, but real product quality and sincere brand attitude.
