At present, it is the annual enrollment season, which is the peak for schools, extracurricular training institutions, universities and adult education institutions.

Enrollment is actually a kind of sales promotion. Publicize the benefits of schools, courses, learning and the effect of training. In essence, it is marketing promotion.

Marketing promotion is inseparable from advertising.

Two, education and training advertisements need to pay special attention to these five points.

According to the Advertising Law of People's Republic of China (PRC), education and training advertisements should pay special attention to the following five points-

Article 9 An advertisement shall not be under any of the following circumstances:

(3) using terms such as "national level", "highest level" and "best";

Twenty-fourth education and training advertisements shall not contain the following contents:

(a) to enter a higher school, pass the examination, obtain a degree or qualification certificate, or make an express or implied commitment to the effect of education and training;

(two) express or implied that the relevant examination institutions or their staff, examination proposition personnel to participate in education and training;

(3) Using the names or images of scientific research institutions, academic institutions, educational institutions, trade associations, professionals and beneficiaries for recommendation and certification.

Article 28 An advertisement that deceives or misleads consumers with false or misleading contents is a false advertisement.

Third, if it is violated, what will be the consequences?

Article 57 of the Advertising Law of People's Republic of China (PRC) stipulates that advertising violates Article 9:

"By the market supervision and management departments shall be ordered to stop advertising, advertisers at more than 200000 yuan 1 10000 yuan fine, if the circumstances are serious, you can revoke the business license, by the advertising review authority to revoke the approval documents of advertising review, within one year will not accept the application for advertising review;

For advertising agents and publishers, the market supervision and management department shall confiscate the advertising expenses and impose a fine of more than 200,000 yuan/kloc-0,000 yuan. If the circumstances are serious, the business license may be revoked. "

Article 58 of the Advertising Law of People's Republic of China (PRC) stipulates that advertising violates Article 24:

"The market supervision and management department shall order it to stop advertising, order advertisers to eliminate the influence within the corresponding scope, and impose a fine of more than one time and less than three times the advertising cost. If the advertising expenses cannot be calculated or obviously low, a fine of not less than 100,000 yuan but not more than 200,000 yuan shall be imposed;

If the circumstances are serious, a fine of three times or more and five times or less shall be imposed. If the advertising expenses cannot be calculated or are obviously low, a fine of more than 200,000 yuan/kloc-0,000 yuan may be imposed, the business license may be revoked, and the approval document for advertising review shall be revoked by the advertising review organ, and the application for advertising review shall not be accepted within one year. "

Fourth, living news cases.

1. A training institution used absolute advertising terms such as "the largest scale, the highest grade, the strongest professionalism and the best courses", and was fined 654.38+10,000 yuan according to the first paragraph of Article 57 of the Advertising Law of People's Republic of China (PRC).

2. An education company recommended and proved in the name or image of the beneficiary in the advertisement, and was ordered to stop publishing illegal advertisements and eliminate the influence within the corresponding scope, and was fined 5632 yuan.

3. A vocational skills training school publicized the contents of "high salary employment guarantee", "zero basic admission", "national employment guarantee" and so on, which constituted the act of publishing training advertisements that explicitly or implicitly promised the effect of education and training, and was fined 3,243,800 yuan.

More cases:

"Rectify the title party! Many educational and training institutions were fined for publishing illegal advertisements.

"Making anxiety, fictional original price, illegal recommendation, and five off-campus training advertisements involved in illegal investigation"

These illegal advertisements have laid a "trap" for academic upgrading.

"The Ministry of Education and other five departments have deployed special rectification actions for illegal advertisements in continuing education with higher academic qualifications"

5. How to judge whether an advertisement violates relevant regulations?

1. Consult the Education Law of the People's Republic of China, Vocational Education Law of People's Republic of China (PRC), Higher Education Law of People's Republic of China (PRC), Education Promotion Law of the People's Republic of China, Private Education, People's Republic of China (PRC) Advertising Law and other relevant laws and regulations.

2. Consult the education authorities and the Market Supervision Administration.

Before your advertisement is released, of course.

3. Hire or consult a professional lawyer

Especially lawyers who specialize in the education industry, they help you reduce and avoid legal risks from a legal point of view.

4. Consult an experienced education marketing company.

For example, Zhao Jie Education Marketing can help you query, replace and delete relevant advertising taboos with AI technology.

5. Consult the advertising departments such as Baidu, Tencent and ByteDance.

If there are illegal words or sensitive words, they will help you check and modify them according to the regulations and experience.

6. Check related news.

For example, learn the above and latest news cases of online search.

Six, law-abiding business, in order to last forever.

In short, whether it is kindergartens, primary and secondary schools, off-campus education and training institutions, or academic upgrading companies or vocational training schools, we must pay attention to abide by the Education Law, Advertising Law and other relevant laws and regulations in enrollment advertisements, especially in enrollment brochures and WeChat official account tweets, so as to avoid unnecessary consequences.

Only by abiding by the law can your education develop steadily and your foundation last forever.

For more details, please see the official account of WeChat, Zhao Jie Education Marketing.