12月30日，內(nèi)蒙古呼和浩特市賽罕區(qū)市場監(jiān)督管理局發(fā)布情況通報：

近日，我局關(guān)注到網(wǎng)絡(luò)平臺反映“崇政教育”在營銷廣告中涉及不當內(nèi)容，迅速依法介入調(diào)查。經(jīng)核查，該廣告內(nèi)容涉嫌違反《中華人民共和國廣告法》有關(guān)規(guī)定，已責令該機構(gòu)立即終止營銷活動，并依法立案調(diào)查，最終處理結(jié)果將及時公布。

Authorities in Hohhot, Inner Mongolia autonomous region, have launched an investigation into a local tutoring center for using a controversial advertisement that suggested passing civil service exams would allow candidates to demand higher bride prices.

據(jù)此前報道，12月28日，有網(wǎng)友發(fā)視頻稱，有公考輔導(dǎo)機構(gòu)打出“來崇政好上岸，彩禮多要二十萬”的橫幅，引發(fā)網(wǎng)友熱議。

The Saihan district market regulator of the city said on Tuesday it acted after the promotional banner drew criticism online. The ad, displayed on a bus in the city, read: "Join Chongzheng Education, pass your exams, and ask for 200,000 yuan more in bride price."

Officials confirmed the advertisement is suspected of violating China's Advertisement Law. The company has been ordered to stop the campaign and could face penalties.

視頻中，“來崇政好上岸，彩禮多要二十萬”的廣告橫幅被貼在一輛公交車上，記者注意到，該網(wǎng)友展示的視頻發(fā)布地點位于呼和浩特市，周邊車輛車牌也有“蒙A”字樣，該機構(gòu)為一家考公輔導(dǎo)機構(gòu)。

有網(wǎng)友評論稱，“為了搶流量、拉客戶，有些機構(gòu)徹底沒了底線，從之前的‘保過’‘包過’，到現(xiàn)在直接綁定彩禮、婚戀搞低俗營銷。本質(zhì)上都是利用考生和家長的上岸焦慮，靠博眼球、踩下限的方式吸引關(guān)注�！�

The banner sparked widespread backlash on social media, with many accusing the institution of exploiting career anxiety and promoting outdated marital customs. "Some tutoring centers have no bottom line — from 'guaranteed pass' promises to now tying exams to bride price, it's all vulgar marketing," one comment read.

河南錦學(xué)律師事務(wù)所主任葉齊茂律師接受中青報·中青網(wǎng)記者采訪時表示：“彩禮橫幅”把考公與婚戀金錢化，已同時觸發(fā)《廣告法》第9條、第28條之公序良俗與虛假宣傳雙禁令，市監(jiān)部門可依據(jù)第55條處以20萬—200萬元罰款并吊銷執(zhí)照；若虛假宣傳違法所得超10萬元或兩年內(nèi)再犯，將涉《刑法》第222條虛假廣告罪，處2年以下徒刑并處罰金；學(xué)員亦得依《民法典》第148條撤銷合同、追償培訓(xùn)費及損失，行政、刑事、民事三維責任并行。機構(gòu)須立即下架、退費、整改，強監(jiān)管時代唯有真實宣傳、規(guī)范合同才能生存。

Legal experts say the case could result in substantial fines. If proven to have spread false or socially harmful content, the company may also face civil claims from students.

現(xiàn)實中，這種噱頭營銷、擦邊營銷并非個案。

記者注意到，2024年9月，就有用戶在社交媒體反映，某教培機構(gòu)的宣傳標語以“如果你不努力，你的女兒可能被同齡人抱著；你努力，你抱著同齡人的女兒”為噱頭，內(nèi)容不雅，價值觀扭曲。

This is not the first time education firms have used provocative slogans to attract attention. In September, another tutoring center was criticized for an ad suggesting career success leads to social advantage in personal relationships.

有媒體評論稱，商家應(yīng)該明白，把低俗當通俗、拿噱頭當賣點，在道德底線和法律紅線邊緣反復(fù)試探，“翻車”只是時間問題。此次事件再次給教育培訓(xùn)行業(yè)敲響警鐘：正人先正己，給別人培訓(xùn)之前不妨先給自己培訓(xùn)。

來源：中國青年報綜合呼和浩特市賽罕區(qū)市場監(jiān)督管理局、瀟湘晨報

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