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不准名人专家作推荐现在,严格的规定还在继续拓展空间,《广告行为标准准则》指出:在将来的电视和电台广告中,那些年轻的体育名人、宠物,甚至卡通人物均要从酒类广告中清除。英国公... 不准名人专家作推荐

现在,严格的规定还在继续拓展空间,《广告行为标准准则》指出:在将来的电视和电台广告中,那些年轻的体育名人、宠物,甚至卡通人物均要从酒类广告中清除。英国公众十分崇拜体育明星等名人,因此包括足球明星贝克汉姆等人上电视广告的机率非常之大,但是绝对不允许诸如“我推荐,我信赖”一类的直述或直荐出现,以免误导受众。虽然这么做的结果会使酒类广告在英国的创意空间大打折扣,但迫于社会责任的压力,这种越来越严格的规定仍在执行中不断得到发展。
专家广告是中国国内电视推销医药类和保健类商品的重要宣传技巧。它利用了专家、专门组织在消费者中的专业权威度来提升品牌形象。然而,与中国相比,英国这样一个药品使用大国的医药电视广告比例却低得可怜。英国各大小的医疗协会机构以及代表学科前沿的大学博士点,都不允许为医药类电视广告出具证明或代言。英国任何地市级电视机构在受理广告之前必须就其内容征求适当而独立的医学专家的意见,包括与产品的营养、医疗或者预防作用有关的内容,进行讨论论证。这种做法提高了医药广告主在其领域的权威性,并增强了广告的有效性。独立电视委员会有一个由著名顾问组成的咨询小组,来对所有医药广告进行监控。
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Now, stringent requirements are continuing to expand space, "advertising standards of conduct guidelines" that: in the future of television and radio ads, those young sports celebrities, pets, and even cartoon characters are removed from alcohol advertising. British public is celebrity worship, and other sports stars, including soccer star David Beckham, who on television advertising the probability is very large, but absolutely not be allowed such as "I recommend, I trust," a direct reference to the nomination or to go straight there, So as not to mislead the audience. Although the results will do so alcohol advertising in the United Kingdom greatly reduced the scope for creativity, but under the pressure of social responsibility, the more stringent requirements are still in the implementation continue to develop.
Experts China's domestic television advertising is to sell pharmaceutical and health-related goods important promotional techniques. Its use of the experts, specialized in consumer organizations in the professional degree of authority to enhance brand image. However, compared with China, the United Kingdom use of drugs such a big country of medicine TV ads are low proportion of the poor. The size of the British Medical Association on behalf of institutions and disciplines forefront of the University Dr., medicines are not allowed to certify that the TV ads or speak. Britain to any city-level television advertising before the admissibility must be consulted on the contents appropriate and independent medical experts, including the products and nutrition, health care or preventive effect on the content of discussions demonstration. This improved medical advertisements in its main areas of the authority, and to enhance the effectiveness of the ads. Independent Television Commission has a well-known consultants from the advisory group, to all medical advertisements on the monitor.
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