Advertising Credit Evaluation and Supervision-World Credit Organization

5.7 Advertising Credit Evaluation and Supervision

5.7.1 Introduction to Advertising Credit Evaluation and Supervision

Advertising credit evaluation and supervision is an innovative credit service of the World Credit Organization (WCO). Applicable standard: "ICE8000 International Credit Standard System Advertisement Credit Evaluation and Supervision Standard" (https://www.ice8000.org/acnhwgc/58.htm)

The main content of advertising credit evaluation and supervision services: credit agencies review the legality of advertisements based on the application of advertisers, identify the risks of untrustworthiness in advertisements and make suggestions for improvement, and the advertisements have no obvious flaws or risks of untrustworthiness If there is a dispute between the customer and the advertiser due to the content of the advertisement, the ICE8000 dispute resolution mechanism can be used to resolve the dispute between the two parties and hold the dishonest party responsible for its credit.

The value of advertising credit evaluation and monitoring services to customers lies in:

First, improve the credibility of the advertisement;

Secondly, use the ICE8000 dispute settlement mechanism to handle the disputes between advertisers and customers over advertisements.

Advertising credit evaluation and monitoring services are charged to advertisers.

5.7.2 Content of advertising credit evaluation

The content of ICE8000 advertising credit evaluation includes the following four parts.

The first part, whether the subject is legal or not, the main evaluation:

1. Whether the registration certificate of the advertiser is legal and authentic;

2. Whether the identity of the legal representative and the person in charge are true;

3. Whether the advertiser is qualified to operate the goods and services advertised in the advertisement.

The second part, whether the content is legal or not, the main evaluation:

1. Whether the advertisement content violates the prohibitive provisions of laws and regulations;

2. Whether the advertisement content violates the prohibitive provisions of regulatory documents such as administrative regulations (the document is not in conflict with laws and regulations and is valid).

The third part, whether there are obvious flaws, the main evaluation:

1. Whether there are obvious exaggerated and unrealizable contents in the advertisement content;

2. Whether the content of the advertisement contains obvious violations of social morality and social ethics;

3. Whether the advertising content can be verified or falsified (the advertising content that can be falsified cannot pass the credit evaluation).

The fourth part, whether it is supervisable and credible and punitive, the main evaluation:

1. Whether the advertiser has committed to the CS terms;

2. Whether the promised CS terms are valid;

3. Whether the advertiser has set up a complaint hotline.

5.7.3 Problems solved by advertising credit evaluation and supervision services

ICE8000 Advertising Credit Service noticed the following problems and designed a reliable solution:

1. False advertisements can be seen everywhere, and advertising fraud occurs from time to time;

Second, honest advertisers cannot effectively distinguish their own advertisements from dishonest advertisements;

Third, for the advertising audience, it is impossible to distinguish and identify the credibility of the advertisement. If you are not careful, you will fall into the hidden trap of false advertising.

5.7.4 Ideas and principles of advertising credit evaluation and supervision services to solve problems

The idea and principle of ICE8000 advertising credit service to solve the problem of advertising dishonesty can be summarized as "four guarantees and one increase", as follows:

1. The first guarantee is to ensure that the identity of the advertiser is true through investigation or review by credit practitioners. Some scammers use fake IDs to publish false advertisements, and some even use fake IDs to register companies and publish false advertisements to the outside world.

Second, the second guarantee is: the content of the advertisement is legal after being reviewed by credit practitioners.

Three, the third guarantee is: through the review of credit practitioners, the advertisement has no obvious flaws, including whether there are obvious exaggerated words, unrealizable content, or content that violates social morality and social ethics. For example, the advertisement promises that hepatitis B can be completely cured through three courses of treatment. This advertisement has obvious flaws, because the current level of medical technology cannot completely cure hepatitis B.

Fourth, the fourth guarantee is: through the inspection or investigation organized by ICE8000 credit agency, whether the advertisement content can be verified or falsified. If the content of the advertisement can be verified, it is of course good; if it cannot be verified, see if it can be falsified. Only verifiable or unfalsifiable advertising content can pass the credit evaluation.

5. One increase is to increase the cost of the advertiser's breach of trust. If the advertiser breaches the contract, the interested party of the advertisement can pursue its responsibility according to the ICE8000 standard. Since advertisers will be severely punished for their dishonesty, the cost of dishonesty will increase, the benefits of dishonesty will decrease accordingly, and the subjective impulse of advertisers to break faith will decrease. After the advertiser breaches the contract, unless he corrects the breach of trust or obtains the understanding of the other party, the credit penalty of ICE8000 will make it difficult to continue to develop.

The above content is excerpted from "Introduction to ICE8000 Credit Knowledge" (written by Fang Bangjian, free to use, but please indicate the source)