Nut retailer faces fine for advert claims
Print Edition
A NUT and seed retailer in east China is facing a 200,000 yuan (US$30,360) fine for using superlative words in advertisements.
Fang, owner of Fanglinfu Roasted Seeds and Nuts Store in Hangzhou City, capital of Zhejiang Province, used the phrases 鈥渢he best鈥 and 鈥渢he greatest鈥 to describe his shop on bags and billboards.
Fang said he received a notification last week from the local market supervision administration telling him he was being fined because he had 鈥渧iolated the Advertisement Law,鈥 which came into effect in September.
Fang has three brick-and-mortar shops in Hangzhou and also sells merchandise online.
鈥淚 have been running my businesses in Hangzhou for more than 20 years,鈥 he said. 鈥淚 have always used high-quality raw materials and have maintained very good word of mouth 鈥 that鈥檚 why I printed the superlative phrases.
鈥淚f I had known it was against the law, I would have never crossed the line,鈥 he added. Following the notification, Fang made changes to the phrases, altering them to 鈥渁 very good roasted seed and nut store in Hangzhou.鈥
The administration yesterday told Xinhua that they received a report about Fang鈥檚 violation about two months ago, and an initial investigation confirmed that his use of the superlatives was illegal.
鈥淯sing phrases like 鈥榯he best鈥 and 鈥榯he greatest鈥 is simply unreasonable,鈥 said an administration staff member. 鈥淏ut considering Fang鈥檚 cooperation in changing the phrases, we decided to give him the lowest fine.鈥
Under the new law, violators can face fines of up to 1 million yuan.
Some customers said the fine was unreasonable.
鈥淎 fine of 200,000 yuan is too heavy,鈥 said a regular patron. 鈥淔ang has already changed the phrases, so is it really necessary to bring on the hefty fine?鈥
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