女性节合规必要：盘点贬低女性的违法宣传案例
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">倘若</span>你不想<span style="color: black;">错失</span><span style="color: black;">更加多</span>文娱<span style="color: black;">新闻</span>，<span style="color: black;">倘若</span>你想看到<span style="color: black;">更加多</span>精彩<span style="color: black;">文案</span>，</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">点击上方“<strong style="color: blue;">周公观娱</strong>”→点击右上角“<strong style="color: blue;">···</strong>”→点选“<strong style="color: blue;">设为星标⭐</strong>”</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><img src="https://mmbiz.qpic.cn/sz_mmbiz_gif/aHtFmiaw05ZfLTsyWza2UTYh4v8O5DtkqYNf4IRNvM4ibJYCNzspRibwVEQRJL0CZ6xAPxq39bxhw3wiavbgQPRElA/640?wx_fmt=gif&wxfrom=5&wx_lazy=1&wx_co=1&tp=webp" style="width: 50%; margin-bottom: 20px;"></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">社交<span style="color: black;">媒介</span>和网络购物兴起<span style="color: black;">败兴</span>，电商<span style="color: black;">起始</span>用<span style="color: black;">各样</span>节日由头鼓吹消费，“三八节”“情人节”“白色情人节”“520”“521”“双11”“双12”应买尽买，数字被充分<span style="color: black;">研发</span>、全方位<span style="color: black;">诠释</span>，只要你想，小情侣间的纪念日<span style="color: black;">能够</span>从年头过到年尾。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">随之而来的还有节日被异化，从“三八<span style="color: black;">女性</span>节”衍生而来的“女生节”“女神节”<span style="color: black;">亦</span>在几年间铺天盖地地宣传落实到每一个移动互联网终端上。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">ONE</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">资本逐利 法律<span style="color: black;">守护</span>弱势群体</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">资本的敏锐嗅觉让品牌方抓住商机，纷纷在<span style="color: black;">女性</span>节前后借势推出女性向的品牌<span style="color: black;">宣传</span>以响应女性市场需求，珀莱雅“性别不是边界线 偏见才是”主题活动、内外《身体十问》<span style="color: black;">尤其</span>企划、大润发「送你一朵大润花」活动等都是品牌正向营销的经典案例。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">但<span style="color: black;">亦</span>有用力过猛的品牌，妄图利用低俗内容哗众取宠、吸引流量。<span style="color: black;">不外</span>我国立法设立两种有力<span style="color: black;">途径</span>，阻止不良商家为了博取眼球违法：</p><img src="https://mmbiz.qpic.cn/sz_mmbiz_png/aHtFmiaw05Zdu2nvVvvtbIIOMCUSLa442vYRuqKxIrrWWLzJD12jW61PnzLaqL4Pz85wqQ4oJqBEFv0hro28IFg/640?wx_fmt=png&from=appmsg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">因此</span>，不良品牌方的博眼球路子怕是走不通。下文为<span style="color: black;">大众</span>盘点近年来受到法律惩治的PUA低俗<span style="color: black;">宣传</span>。</p><img src="https://mmbiz.qpic.cn/sz_mmbiz_png/aHtFmiaw05Zdu2nvVvvtbIIOMCUSLa4424UoCzq2gib74tybFejCyuSz2d7T1TVqDzialLtfVDd3B3DcEaqxzVF6A/640?wx_fmt=png&from=appmsg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">TWO</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">营销之路走歪了 罚款来敲你家门</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">1.未脱毛的女性是猩猩？检察院提起公益诉讼、市监局罚款20万</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">2023年3月，上海某<span style="color: black;">机构</span>在其美容店张贴的海报中将未脱毛的女性隐喻成大猩猩，<span style="color: black;">诱发</span>舆论关注。</p><img src="https://mmbiz.qpic.cn/sz_mmbiz_jpg/aHtFmiaw05Zdu2nvVvvtbIIOMCUSLa442Ng2aMDCdhd96YUOOOSJRwTCoib8yOwAhsqYBiaucB1Ih1fibbz4oAR70g/640?wx_fmt=jpeg&from=appmsg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">（<span style="color: black;">照片</span><span style="color: black;">源自</span>：澎湃<span style="color: black;">资讯</span>视频截图）</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">黄浦区检察院在查明<span style="color: black;">关联</span>事实后，<span style="color: black;">需求</span>黄浦区市监局督促该美容店立刻停止侵害<span style="color: black;">行径</span>，全面整改线上线下<span style="color: black;">各样</span>载体发布的违法<span style="color: black;">宣传</span>。之后，区市监局对美容店作出责令停止发布违法<span style="color: black;">宣传</span>、罚款20万元的行政处罚决定，并确认涉案<span style="color: black;">宣传</span>已全面下架。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">同期</span>，黄浦区检察院<span style="color: black;">起步</span>民事公益诉讼程序，组织开展听证会，听证会<span style="color: black;">最后</span>形成一致意见：涉案<span style="color: black;">宣传</span>对“多毛体态”的群体尤其是女性群体缺乏尊重，涉案企业应依法承担民事侵权责任。2023年6月，黄浦区检察院与涉案<span style="color: black;">机构</span>达成民事公益诉讼磋商协议，由涉案<span style="color: black;">机构</span>赔礼道歉、消除影响，并作出守法从业承诺。该民事公益诉讼磋商协议经双方向上海二中院申请司法确认，被上海二中院依法裁定确认有效。2023年9月，涉案<span style="color: black;">机构</span>在“正义网”上公开赔礼道歉。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">该案是《<span style="color: black;">女性</span>权益<span style="color: black;">保证</span>法》修改实施后上海<span style="color: black;">第1</span>例对贬低损害妇<span style="color: black;">女性</span>格提起公益诉讼的案件，<span style="color: black;">同期</span>该案<span style="color: black;">亦</span>入选了最高法第五届依法<span style="color: black;">守护</span><span style="color: black;">女性</span>儿童权益十大案例。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">2.妇炎洁官方旗舰店三俗<span style="color: black;">宣传</span>，检察院发出检察<span style="color: black;">意见</span>、市监局罚款130万</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">2022年，妇炎洁天猫官方旗舰店在商品详情页面中<span style="color: black;">运用</span><span style="color: black;">海量</span>低俗、恶俗、媚俗<span style="color: black;">宣传</span>语。</p><img src="https://mmbiz.qpic.cn/sz_mmbiz_png/aHtFmiaw05Zdu2nvVvvtbIIOMCUSLa442lemtN7Wyh65peL2J9DWCzTfWazX2QibeDt9WVlWOynic4zQ2hvhOeqpg/640?wx_fmt=png&from=appmsg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">（<span style="color: black;">照片</span><span style="color: black;">源自</span>：知乎用户）</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">樟树市检察院为准确界定涉案<span style="color: black;">宣传</span>性质，<span style="color: black;">拜托</span>妇科专家出具意见，专家意见认为普通的洗液<span style="color: black;">制品</span>都<span style="color: black;">没法</span>达到该<span style="color: black;">宣传</span>宣传的<span style="color: black;">制品</span>效果，妇炎洁的<span style="color: black;">宣传</span>语将误导女性对自己的身体产生错误认知。此后，樟树市检察院向樟树市市监局公开宣告送达检察<span style="color: black;">意见</span>书，<span style="color: black;">意见</span>其依法全面履行监管职责，对发布贬低、侮辱妇<span style="color: black;">女性</span>格等违背社会良好风尚违法<span style="color: black;">宣传</span>的<span style="color: black;">行径</span><span style="color: black;">即时</span>查处，并督促企业切实消除对广大<span style="color: black;">女性</span><span style="color: black;">导致</span>的不良社会影响；<span style="color: black;">同期</span>，对辖区内经营单位已发布<span style="color: black;">宣传</span>进行全面排查并加强对本行政区内<span style="color: black;">宣传</span>的<span style="color: black;">平常</span>监管。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">市监局收到检察<span style="color: black;">意见</span>后约谈妇炎洁品牌方、网店运营者等<span style="color: black;">关联</span>企业负责人，责令全网下架<span style="color: black;">触及</span>低俗<span style="color: black;">宣传</span>的<span style="color: black;">制品</span>，并对品牌方、天猫旗舰店运营者等两家涉案企业分别作出罚款80万元、50万元的行政处罚。<span style="color: black;">同期</span>，市监局对辖区内经营单位<span style="color: black;">触及</span><span style="color: black;">宣传</span>发布、<span style="color: black;">制品</span>审批报备等项目进行重点<span style="color: black;">检测</span>；向全市生产企业、<span style="color: black;">宣传</span>主、<span style="color: black;">宣传</span>经营者和<span style="color: black;">宣传</span>发布者发出《规范<span style="color: black;">商场</span>营销宣传的提醒告诫书》，引导企业树立正确价值取向，合法经营。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">3.宝洁公众号违法推文被罚</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">2022年，宝洁会员中心公众号发布《<span style="color: black;">女性</span>脚臭是男人的5倍，不信闻一下!》一文，文中<span style="color: black;">包括</span><span style="color: black;">海量</span>“<span style="color: black;">女性</span>脚臭是男人的5倍”、“榴莲+螺蛳粉+臭豆腐都比不上”、“再爱干净的<span style="color: black;">女性</span>，内裤都比男人脏”、“<span style="color: black;">女性</span>头发比男人脏一倍”等严重<span style="color: black;">卑视</span>女性的内容。</p><img src="https://mmbiz.qpic.cn/sz_mmbiz_jpg/aHtFmiaw05Zdu2nvVvvtbIIOMCUSLa442BoFjBylGjOvxPErcfaN8IONG5HYm8e6buvjzrMl3ZVX1Nywjk97Ctg/640?wx_fmt=jpeg&from=appmsg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">（<span style="color: black;">照片</span><span style="color: black;">源自</span>：澎湃号用户）</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">广州宝洁有限<span style="color: black;">机构</span>向广州市黄埔区市监局提交了证明<span style="color: black;">宣传</span>内容<span style="color: black;">运用</span>数据、统计资料、调查结果等引证内容的出处材料，经市监局核对，<span style="color: black;">宣传</span>内容与原引证内容不完全一致。黄埔市监局认定宝洁违反了《<span style="color: black;">宣传</span>法》第十一条第二款“<span style="color: black;">宣传</span><span style="color: black;">运用</span>数据、统计资料、调查结果、文摘、引用语等引证内容的，应当真实、准确，并<span style="color: black;">显示</span>出处。引证内容有适用范围和有效期限的，应当<span style="color: black;">知道</span><span style="color: black;">暗示</span>”以及第九条第（七）项的<span style="color: black;">关联</span>规定，对宝洁处以70万元罚款。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">4. 脱毛仪品牌屡次被罚</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">2022年，脱毛仪品牌Ulike“<span style="color: black;">无</span>蓝宝石，我不脱”电梯<span style="color: black;">宣传</span><span style="color: black;">诱发</span><span style="color: black;">热榜</span>。深圳市监局通报<span style="color: black;">叫作</span>，该<span style="color: black;">宣传</span>涉嫌违反《<span style="color: black;">女性</span>权益<span style="color: black;">保证</span>法》（2018年修正版）第四十二条第二款“禁止<span style="color: black;">经过</span><span style="color: black;">公众</span>传播媒介<span style="color: black;">或</span>其他方式贬低损害妇<span style="color: black;">女性</span>格”及《<span style="color: black;">宣传</span>法》第九条第七项的<span style="color: black;">相关</span>规定。<span style="color: black;">最后</span>杭州市监局对品牌方处以30万元罚款，深圳市监局对<span style="color: black;">宣传</span>发布者处以50万元的罚款，并没收违法所得1.5万元。</p><img src="https://mmbiz.qpic.cn/sz_mmbiz_png/aHtFmiaw05Zdu2nvVvvtbIIOMCUSLa442icnq4n3TVFdGd3AsgibPJ3p7PbibaQREOpQLsQM4o9sA1bz3xvGT6uBgQ/640?wx_fmt=png&from=appmsg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">（<span style="color: black;">照片</span><span style="color: black;">源自</span>：网络）</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">而<span style="color: black;">这里</span>前，Ulike另一则“高级<span style="color: black;">女性</span>用高级的”的电梯<span style="color: black;">宣传</span>就已曾<span style="color: black;">诱发</span>争议。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">5.李诞“躺赢内衣”文案被罚</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">2021年，李诞在其个人<span style="color: black;">博客</span>发布了一则女性内衣<span style="color: black;">宣传</span>，文案中含有“一个让女性<span style="color: black;">容易</span>躺赢职场的装备”等内容。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">北京市海淀区市监局认定，该<span style="color: black;">宣传</span>发布<span style="color: black;">行径</span>违反了《<span style="color: black;">宣传</span>法》第九条第（七）项的规定；<span style="color: black;">同期</span>李诞的代言<span style="color: black;">行径</span>还<span style="color: black;">形成</span>《<span style="color: black;">宣传</span>法》第三十八条<span style="color: black;">第1</span>款禁止的“<span style="color: black;">宣传</span>代言人为其未<span style="color: black;">运用</span>过的商品作<span style="color: black;">举荐</span>、证明”的<span style="color: black;">行径</span>，对此作出没收违法所得22万余元、罚款65万余元的行政处罚。该案还入选了北京市海淀区市监局违法<span style="color: black;">宣传</span>典型案例。<span style="color: black;">同期</span>，上海市奉贤区市监局以笑果文化未尽到审核义务为由，对笑果文化处以没收<span style="color: black;">宣传</span>费3万余元、罚款20万元的行政处罚。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">6.广发银行公众号违法推文被罚，<span style="color: black;">宣传</span><span style="color: black;">机构</span>行政诉讼败诉</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">2019年，广发银行上海分行的<span style="color: black;">微X</span>公众号发布了一篇标题为《不要告诉别人，你的肚子是被<span style="color: black;">咱们</span>搞大的！》的推文，中国人民银行上海分行金融消费权益<span style="color: black;">守护</span>部<span style="color: black;">发掘</span>后向上海市市监局移送该违法线索。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">上海市监局认定该公众号<span style="color: black;">文案</span>标题涉嫌哗众取宠、低级<span style="color: black;">俗气</span>，易引申为违背社会良好风尚的不良含义，既违背了公序良俗和社会主义核心价值观，还有侮辱贬低女性之嫌，违反了《<span style="color: black;">宣传</span>法》第九条第（七）项的规定，责令银行停止发布<span style="color: black;">宣传</span>，并对其处以60万元的行政罚款，另对<span style="color: black;">宣传</span><span style="color: black;">机构</span>处罚款30万元。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">后续<span style="color: black;">宣传</span><span style="color: black;">机构</span>不服该行政处罚决定而提起行政诉讼，<span style="color: black;">然则</span>均被法院驳回，法院认为：“案涉<span style="color: black;">宣传</span>内容系<span style="color: black;">经过</span>餐饮商户美食优惠推销信用卡，<span style="color: black;">宣传</span>标题从其字面意思来看，存在哗众取宠、低级<span style="color: black;">俗气</span>以吸引眼球之嫌，有违公序良俗，易产生<span style="color: black;">消极</span>效应。上海市监局<span style="color: black;">按照</span>《<span style="color: black;">宣传</span>法》<span style="color: black;">关联</span>规定，认定案涉<span style="color: black;">宣传</span>标题属于违背社会良好风尚的<span style="color: black;">宣传</span><span style="color: black;">行径</span>并作出行政处罚，认定事实清楚，证据充分。”</p><img src="https://mmbiz.qpic.cn/sz_mmbiz_jpg/aHtFmiaw05Zdu2nvVvvtbIIOMCUSLa442qITQucX5lQvC93ZXUkrFhNCjfTGaOTzMjwoLosa8SeQ0XWJk8aJLzw/640?wx_fmt=jpeg&from=appmsg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">（<span style="color: black;">照片</span><span style="color: black;">源自</span>：中国裁判文书网判决书原文截图）</p><img src="https://mmbiz.qpic.cn/sz_mmbiz_jpg/aHtFmiaw05Zdu2nvVvvtbIIOMCUSLa442PDms4RQgicqEQxHib011feo2ZdK1EMictgyxJ26fpTHEficpHDwqlPNJag/640?wx_fmt=jpeg&from=appmsg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">又是一年三八<span style="color: black;">女性</span>节，<span style="color: black;">咱们</span>很高兴看到几年间，在“<span style="color: black;">女性</span>”节声潮的推动下，越来越多的品牌方<span style="color: black;">选取</span>用<span style="color: black;">宣传</span>将性别平等的观念<span style="color: black;">经过</span><span style="color: black;">区别</span>的<span style="color: black;">方向</span>、议题带给更广泛的受众，从经济效益和社会效益上与觉醒的女性消费者们实现共赢。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">同期</span>，<span style="color: black;">咱们</span><span style="color: black;">亦</span><span style="color: black;">期盼</span>如本文中所提及的违法<span style="color: black;">宣传</span>能越来越少、直至销声匿迹。而在那一天彻底到来之前，就让<span style="color: black;">咱们</span>运用法律武器<span style="color: black;">守护</span>女性群体的合法权益，为自己、<span style="color: black;">亦</span>为自己的妻子/母亲/女儿营造一个更加女性友好的环境。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">祝每一个你、你的女性亲友们三八<span style="color: black;">女性</span>节<span style="color: black;">愉快</span>！</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">------</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"> 沪市监黄处〔2023〕012023000494号</span></p>
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<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"> 沪市监奉处〔2021〕262021000283号</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"> (2020)沪7101行初333号；(2020)沪03行终499号</span></p><img src="https://mmbiz.qpic.cn/sz_mmbiz_png/aHtFmiaw05Zdu2nvVvvtbIIOMCUSLa442RXIfyx2huzqo8icia6yFHBYld0Of3QUZ3aa1fuXTq3CibichoIcicPIa7bQ/640?wx_fmt=png&from=appmsg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;">
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