Shapu Aisi's advertisement "after rectification" replay deletion description fuzzy content

Due to the content being questioned and exaggerated publicity, in December 2017, Zhejiang Food and Drug Administration reviewed the advertising content of Shapu Aisi. During the review, Shapu Aisi completely stopped broadcasting the advertisement of “Shapu Aisi Eye Drops”. On March 4th, the Beijing Business Daily reporter found that Shapu Aisi's advertisement was re-broadcast on the CCTV's ten drama channels. In contrast, the advertisements have cut down the contents of “fuzzy drops, ghost drops” and so on, leaving only the content of “eye health is suitable for early senile cataracts”.

It is understood that the previous article entitled "Selling 750 million brainwashing "medicines in one year, please let go of the Chinese elderly" report, so that Shapu Aisi quickly fell into the whirlpool of public opinion. The report quoted the relevant ophthalmologists as saying that Shapu Aisi used the psychology of consumers to fear the knife, and wrongly publicized that cataracts can be cured without surgery. According to the report, Shapu Aisi's approved indication is “early senile cataract”, but the company blurs the word “early” in advertising, publicizing preventive treatment of cataracts and enumerating cataract-related symptoms, and replacing them with symptoms. Disease phenomenon.

According to the report, ophthalmologists said, "At present, no drug in the world has been proven to be effective in preventing or treating cataracts. Shapus (Bindidae) is not acceptable. Other drops, wipes, and medicines are also used. No. The only effective treatment is surgery."

According to the replayed Shapu Aisi eye drops advertising content, it can be seen that the content of the "early" word has been rectified in the previously questioned advertisement, and the adjustment to "eye health is suitable for early senile cataract".

Guo Fanli, a well-known economist and financial critic, said in an interview with the Beijing Business Daily that the content of Shapu Aisi’s advertisement was unclear, and there was indeed a suspicion of exaggerating propaganda and misleading consumers. The content of the Shapu Aisi replay advertisement will replace the vague content with the accurate content, which can alleviate the consumer's questioning about the efficacy of the product to a certain extent. However, in recent years, Shapu Aisi's income relies heavily on brainwashing advertising, and this modification of the advertising content will have a certain impact on the company's operations. Data show that in 2011-2016, through advertising bombing, Shapu Aisi's revenue increased from 409 million yuan to 979 million yuan, and net profit increased from 68 million yuan to 276 million yuan.

In response to questions such as whether the company's Shapus Eye Drop advertising has been fully replayed, whether advertising adjustments have affected the company's operations, and future corporate strategies, the Beijing Business Daily reporter called Shake Aisi's office to be told to send the interview outline to Company email, but as of press time, no relevant reply has been received. (Beijing Business Daily, reporter Guo Xiujuan intern reporter Yao Qian)

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