Research On The Problems And Countermeasures Of The Development Of False Advertising Supervision In Energy Drinks Industry In D City

In circumstance of modern market economy,with the diversification of products and services,as a connection between consumers and manufacturers,advertising has become an important source of information for consumers to choose goods,and also an important marketing means for businesses to open up the market and pursue profits.The rapid growth of the energy drinks market is naturally inseparable from the promotion of advertising.Due to the particularity of energy drinks,in order to highlight its function,it is easy to have hidden information,misleading information and other false advertisements.At present,the advertising supervision is mainly based on government supervision,supplemented by industry self-discipline and social supervision,advertisement examination and supervision system are the core system of advertising supervision.But we also should see clearly that false advertising still exists.The false advertisement with negative externality seriously disturbs the order of advertisement market,infringes on the legitimate rights and interests of consumers and other operators,and has great social harm.This paper takes the advertising supervision of the energy drinks industry as the starting point,to find the shortcomings of advertising supervision and propose solutions.Using the methods of field survey and questionnaire survey.Through the collection,classification and summary of the brand of functional beverage products,this paper focuses on the research of the advertising of products with high market share and high frequency,and forms the basic situation of the advertising of functional beverage.Interview a small number of government personnel engaged in advertising supervision,advertising industry practitioners,consumers,business operators and employees of energy drinks company,and organize the interview content into text,in order to better understand the main measures and current situation of advertising supervision from different aspects.From this,we can find out the problems that the advertising supervision faces,such as the imperfect laws and regulations,the imperfect supervision system and the insufficient supervision resources.To improve the efficiency of supervision,we need to establish a sound and scientific comprehensive supervision system.Based on the idea of integrated supervision,from the perspective of supervision legislation,design of supervision system,check and balance of supervision institutions,improve self-discipline within the industry and build a social supervision system to explore the comprehensive supervision of advertising.Finally realize the promotion of advertising supervision quality.