Jiumu Sanitary Ware false propaganda case: "Anti-bacterial rate 99.9%" was considered an exaggerated effect

Jiumu Sanitary Ware false propaganda case: "Anti-bacterial rate 99.9%" was considered an exaggerated effect

Recently, Jiumu Sanitary Ware was investigated by the market supervision department for suspected false propaganda. The "anti-bacterial rate of 99.9%" of its publicity was considered an exaggerated effect, which attracted widespread attention from the society. This incident not only exposed the marketing chaos in some companies, but also sounded a wake-up call for consumers. The following is a detailed summary of events and data analysis.

Event background

As a well-known domestic sanitary ware brand, Jiumu Sanitary Ware has long been focusing on "anti-bacterial technology" as its core selling point, and many products are marked with the slogan "anti-bacterial rate of 99.9%". However, after random inspection by third-party testing agencies, it was found that the actual antibacterial effect of some of its products was significantly different from publicity, and the antibacterial rate of some samples was only 80%-90%, which did not meet the claimed standards.

Regulatory identification and punishment

In accordance with Article 8 of the Anti-Unfair Competition Law, the State Administration for Market Regulation determined that Jiumu Sanitary Ware constituted false publicity, ordered it to immediately stop the relevant advertising, and impose a fine. The following is a comparison of penalties for similar cases in recent years:

Industry impact analysis

This incident had a chain reaction to the sanitary ware industry:

1.Consumer trust declines: Online public opinion monitoring shows that after the incident was exposed, the proportion of negative evaluations of keywords related to "anti-bacterial bacteria" increased to 43%;

2.Industry standards are becoming stricter: The China Building Materials Association announced that it will revise the "Anti-bacterial Sanitary Ware Products Industry Standard" and add mandatory third-party testing requirements;

3.Competitive market reaction: Brands such as Wrigley and Hengjie quickly removed the "99% antibacterial" slogan and changed to marked the specific test report number.

Consumer Rights Protection Guide

If consumers who have purchased the product involved can protect their rights through the following channels:

Expert opinion

Professor Li from the School of Materials of Tsinghua University pointed out: "There are two major misunderstandings in antibacterial technology at present: one is to directly use the laboratory's ideal environmental data for commercial publicity; the other is to confuse the concepts of 'anti-bacterial' and 'sterilization'. It is recommended that consumers pay attention to whether there is a CMA certified test report, rather than simply believing in advertising slogans."

Latest progress in the event

As of press time, Jiumu Sanitary Ware has issued an apology statement, stating that it will set up a special team to rectify product promotion content and open a free testing channel for the antibacterial series of products sold in the past three years. The subsequent processing will continue to be followed up.