The Rio Olympics are over and finally subsided after two weeks of ups and downs of all kinds of blood, sweat and feelings.
Put aside your feelings first.
The Olympic Games, a top-level competition venue, is also a place where sports and commerce cooperate closely and closely-whether it is the contradiction between the swimming team and Zetao Ning, which respectively speak for the two major brands of milk in China, or the same cruel competition between major sporting goods companies.
However, once the celebrity endorsement touches the field of medicine and health, it immediately changes its taste. Inviting celebrities to endorse is the best way for these medicine or health care products merchants to directly touch the audience on the other side of the TV.
In particular, the middle-aged and elderly audiences may be more vulnerable to agitation due to lack of medical knowledge and trust in [national heroes], such as Lang Ping, which is the symbol of [spirit] in the eyes of a generation of Chinese.
Unreliable Colla Corii Asini Enriching Blood
In China, donkey-hide gelatin is a very special product, and admirers claim that it can [invigorate qi] [enrich blood] [beautify] and so on.
When it comes to scientific evidence, admirers always claim that they cannot [measure the cloth of traditional medicine with the ruler of modern medicine], saying that the [blood] they supplement is not blood in the modern physiological sense, and [qi] is something that modern science cannot describe.
However, in marketing, I like to say that it can [improve anemia]. In the database of the State Administration of Food and Drug Administration, there are countless donkey-hide gelatin products, and the health care effects are generally [increase immunity] or [improve nutritional anemia]-the [blood] here has become the blood in modern medicine.
The efficacy of modern science needs scientific evidence to support it. For decades, the donkey-hide gelatin industry has also funded many studies to try to prove the efficacy of donkey-hide gelatin in enriching blood by modern scientific methods. Unfortunately, it cannot be recognized by the scientific community, thus creating the current situation:
- Producers and enthusiasts firmly believe that it has [magic effect]; The regulatory authorities have given it the “universal effect” of various health products such as “enhancing immunity”, and some donkey-hide gelatin products added with iron and other ingredients have obtained the “improving anemia” effect claim. Scientists basically hold a negative attitude towards the various effects of donkey-hide gelatin.
Of course, we cannot expect every spokesperson to have a clear understanding of donkey-hide gelatin like scientists. In this field, they are not superior to ordinary people in judgment.
Fruit juice that started out with false propaganda.
Besides donkey-hide gelatin, there is also a fruit juice product that has been endorsed for many years. The advertisement said that drinking some kind of fruit juice can cope with the lack of energy and physical strength caused by hard work and the pressure caused by world competitions, and improve the physical quality very well. It is also a pure natural product, so it is safe and healthy.
However, is this really the case?
The National Institutes of Health (NIH) has a National Center for Supplementary and Comprehensive Health (NCCIH), which makes a review of the fruit contained in this juice, Noni.
Noli is an evergreen shrub distributed in tropical regions of the Pacific Ocean, from Southeast Asia to Australia. Historically, locals have used this fruit for external application to deal with arthralgia and skin problems.
Later, some American merchants mixed Nori fruit with other fruit juices (Nori fruit juice alone is extremely difficult to drink), claiming to be able to treat various diseases.
However, so far, all the effects of this fruit juice are [to be further studied]-this is a scientific complaint that the public is not accustomed to. In popular language, these functions are not reliable!
In the United States, when the product was first marketed, it claimed various magic effects, which led the FDA to issue warnings to several manufacturers and order them to stop false publicity. Now, in the United States, the product’s advertisements are no longer daring to mention any efficacy.
In fact, Nori fruit is not a fruit traditionally used for eating, and its safety is not taken for granted by many people [pure natural so safe]. NCCIH’s summary has two key points:
There are few reports of side effects of Nori, but its safety has not been fully studied. There are reports of liver injury caused by taking Nori. If there is liver disease, it should be avoided.
Based on NCCIH’s summary of its efficacy and safety, and considering its price (the price per 500ml in the Chinese market is generally above 200 yuan), this is not a product worth recommending to the public, regardless of stars or enterprises.
False propaganda drugs * * Aisi
If donkey-hide gelatin and this Nori juice are just health products, the consequences of consumers being misled are mainly loss of money. However, if celebrities are invited to endorse drugs suspected of false propaganda, it is likely to affect consumers’ health.
This [* * Aisi] is actually the name of the company. The drug in the advertisement is Bendazac Lysine Eye Drops.
However, the research on bendazac lysine has been widely carried out since the last century. Some small sample studies have confirmed that bendazac lysine may maintain the visual acuity of cataract patients and delay the rate of lens degeneration in cataract animals.
However, evidence-based medicine points out that:
At present, there is no drug in the world that can [treat cataract]. The effective way to treat cataract is surgery.
However, based on the common people’s trust in stars. At the same time, because the advertisement hit the pain point of many elderly people [they can get better by buying eyedrops themselves, not to mention taking medicine, not to mention surgery], many elderly people used this medicine as a magic weapon and dragged themselves from going to the hospital, thus missing the best treatment opportunity.
These practices of the elderly make doctors saddened.
Goods involving health should not be endorsed.
Celebrity endorsement of commodities is a conventional marketing method in commercial society, which is not impossible for what itself. The essence of this marketing method is to let more potential consumers know the product through the popularity of celebrities, and to transform fans’ trust in idols into trust in products, thus purchasing the product.
The first function is understandable, but the second function is to take advantage of fans’ irrational choices. In most cases, celebrities endorse a product only because the other party pays the endorsement fee, and they do not have the ability or responsibility to distinguish the advantages and disadvantages of the product.
For most commodities, this will not bring much problem either. However, different products involving health will mislead consumers to choose healthy products, not only inducing consumers to spend money in vain, but also endangering health by delaying formal treatment.
Perhaps because of this potential harmfulness, in the < < Advertising Law > > which came into effect on September 1, 2015, [the strictest restriction in history] was imposed on celebrity endorsement products. The relevant articles are as follows:
According to these legal provisions, it is already a clear violation of the law for the [spokesmen] of health food and drugs at present, but there are still some enterprises that play the marginal role of [stars are spokesmen, not products].