New rules aboutTV shopping
Print Edition
CHINA’S television shopping channels are under government supervision regarding product claims, prices and after-sales service.
At the recent Summit Forum on China TV Home Shopping, officials from the State Administration of Radio, Film, and Television stressed that shopping channels should not exaggerate or mislead when presenting products. Customer service also should be improved to maintain credibility with audiences, they said.
Amendments to China’s Advertising Law, which came into effect on September 1, broaden the definition of “false advertising” and prohibit the marketing of health-care foods, pharmaceutical products and medical equipment under the guise of “health information” programs or columns in the mass media. Additionally, celebrities are no longer allowed to give testimonials for products they have never personally used.
Still, it all boils down to that old caution: Let the buyer beware.
Government regulators advise viewers to choose only reputable TV shopping channels. Newcomers to TV shopping are advised not to buy expensive products until they get the hang of the shows. Where possible, would-be buyers should check prices online to ensure that TV channels are offering true bargains.
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