月饼广告法合规：4类宣传用语可能被罚

月饼广告法合规：4类宣传用语可能被罚

每年中秋前，各地市场监管部门都会集中查处月饼违法广告。2024年中秋期间，仅广东省就查处月饼相关违法广告案件37件，罚没金额超过120万元。许多企业并非故意违规，而是对广告法中涉及食品的条款理解不足。本文梳理4类高频违规情形，帮助月饼品牌和经销商规避风险。

一、绝对化用语：最容易踩的坑

《广告法》第九条明确规定，广告不得使用"国家级""最高级""最佳"等用语。月饼行业常见的违规表述包括： | 违规用语 | 出现场景 | 替代表述 | |---------|---------|---------| | "最好吃的月饼" | 产品详情页、社交媒体推广 | "深受消费者喜爱" | | "顶级原料" | 馅料描述 | "精选原料" | | "全国第一" | 品牌宣传 | "行业知名品牌" | | "绝无仅有" | 产品差异化描述 | "独具特色" | 值得注意的是，"首创""独家"等词语若无法提供客观证据支撑，同样构成绝对化用语。2024年浙江某月饼品牌因在包装上标注"首创流心工艺"无法举证，被处以8万元罚款。

二、医疗功效暗示：月饼不是保健品

月饼作为普通食品，不得宣传保健功能或疾病预防治疗功效。但实际中，以下表述屡见不鲜： - "养生月饼，调理脾胃" — 暗示治疗功效 - "低糖月饼，糖尿病人安心吃" — 暗示适用特定疾病人群 - "枸杞月饼，滋补肝肾" — 暗示保健功能 - "药膳月饼，药食同源" — 暗示药用价值 特别提醒：即使产品确实添加了枸杞、红枣等食材，也不能宣传其保健功效。根据《食品安全法》和《广告法》联合适用原则，普通食品宣传保健功能属于双重违法。 关于"低糖"标注，需严格遵守GB 28050《预包装食品营养标签通则》：每100g固体食物中糖含量不超过5g方可标注"低糖"。多数传统月饼每100g含糖量在30-50g，远超标准。

三、虚假产地和工艺表述

月饼的产地标注受《地理标志产品保护规定》约束，以下3种情况属于高频违规： 1. **非港产标注"港式"**：产品未在香港生产，但包装醒目位置标注"香港品牌""港式制作"，容易构成产地误导。若品牌注册地在香港但生产在内地，需同时标注实际生产地址。 2. **工艺描述不实**：标注"纯手工制作"但实际使用机器包馅；标注"古法烘焙"但采用现代隧道炉。这类表述属于虚假工艺宣传，消费者可依《消费者权益保护法》主张三倍赔偿。 3. **原料产地虚假标注**：如标注"进口新西兰黄油"但实际使用国产黄油，或标注"野生松子"但使用种植松子。原料产地不实在抽检中被查处的概率较高。

四、价格欺诈与促销陷阱

中秋促销季是价格违法高发期。2024年9月，多地市场监管局发布月饼价格合规提示，重点关注以下行为： | 违规行为 | 具体表现 | 法律依据 | |---------|---------|---------| | 虚假原价 | 标注"原价398元，现价198元"，但从未以398元成交过 | 《价格法》第14条 | | 误导性标价 | "买一送一"但赠送的是迷你装非同款 | 《价格违法行为行政处罚规定》 | | 不标示附加条件 | "月饼礼盒99元起"但"起"字极小 | 《明码标价规定》 | | 捆绑销售 | 月饼与其他商品强制捆绑，不单卖 | 《反不正当竞争法》第12条 | ### 合规自查清单 月饼品牌在发布广告前，建议逐项核查： 1. 全文检索是否含绝对化用语（含社交媒体文案） 2. 产品功效描述是否超出普通食品范围 3. 产地标注是否与实际生产地一致 4. "低糖""无添加"等营养声称是否符合国标要求 5. 促销活动原价是否有30天内成交记录支撑 6. 产品对比是否客观公正，无贬低竞品内容 月饼行业的广告合规审查不应只在中秋前做，而应贯穿全年品牌传播。九龙半岛在品牌传播中始终坚持合规底线，所有宣传内容均经过法务审核，确保消费者获取的信息真实准确。 --- English Version

Mooncake Advertising Law Compliance: 4 Categories of Promotional Language That May Incur Fines

Before every Mid-Autumn Festival, market supervision authorities across China conduct focused enforcement against illegal mooncake advertisements. During the 2024 Mid-Autumn season, Guangdong Province alone handled 37 mooncake-related advertising violation cases, with fines and confiscated amounts exceeding 1.2 million yuan. Many businesses violate the law not intentionally, but due to insufficient understanding of food-related advertising regulations. This article outlines four high-frequency violation categories to help mooncake brands and distributors avoid risks.

1. Absolute Claims: The Easiest Trap

Article 9 of the Advertising Law explicitly prohibits the use of terms such as "national-level," "highest-grade," or "best" in advertisements. Common violations in the mooncake industry include: | Violating Term | Typical Context | Acceptable Alternative | |---------|---------|---------| | "The best-tasting mooncake" | Product pages, social media | "Loved by consumers" | | "Premium ingredients" | Filling descriptions | "Carefully selected ingredients" | | "Number one nationwide" | Brand promotion | "Well-known brand in the industry" | | "One of a kind" | Product differentiation | "Unique character" | It is worth noting that terms like "pioneering" or "exclusive" also constitute absolute claims if objective evidence cannot be provided. In 2024, a Zhejiang mooncake brand was fined 80,000 yuan for printing "pioneering lava custard technique" on packaging without being able to substantiate the claim.

2. Implied Medical Efficacy: Mooncakes Are Not Health Supplements

As ordinary food products, mooncakes cannot be advertised with health functions or disease prevention and treatment claims. However, the following expressions are still commonly seen: - "Wellness mooncake, regulates the spleen and stomach" — implies therapeutic efficacy - "Low-sugar mooncake, safe for diabetics" — implies suitability for specific disease groups - "Goji berry mooncake, nourishes liver and kidneys" — implies health supplement function - "Herbal mooncake, food and medicine share the same origin" — implies medicinal value Special reminder: Even if products genuinely contain ingredients like goji berries or red dates, their health benefits cannot be promoted in advertising. Under the combined application of the Food Safety Law and the Advertising Law, promoting health functions for ordinary food constitutes a dual violation. Regarding "low-sugar" labeling, strict compliance with GB 28050 "General Standard for Nutrition Labeling of Prepackaged Foods" is required: solid food with no more than 5g of sugar per 100g may be labeled as "low-sugar." Most traditional mooncakes contain 30-50g of sugar per 100g, far exceeding the standard.

3. False Origin and Process Claims

Mooncake origin labeling is governed by the "Provisions on the Protection of Geographical Indication Products." The following three scenarios are high-frequency violations: 1. **Non-Hong Kong products labeled as "Hong Kong-style"**: Products not manufactured in Hong Kong but prominently displaying "Hong Kong brand" or "Hong Kong-style production" on packaging may constitute origin misrepresentation. If the brand is registered in Hong Kong but production occurs in mainland China, the actual production address must also be indicated. 2. **Inaccurate process descriptions**: Labeling as "purely handcrafted" while using machine filling, or claiming "traditional baking" while employing modern tunnel ovens. Such claims constitute false process advertising, and consumers may claim triple compensation under the Consumer Rights Protection Law. 3. **False ingredient origin claims**: Labeling "imported New Zealand butter" when domestic butter is used, or claiming "wild pine nuts" when farmed ones are used. False ingredient origins have a higher probability of being detected during inspections.

4. Price Fraud and Promotional Traps

The Mid-Autumn promotional season is a peak period for price violations. In September 2024, multiple municipal market supervision bureaus issued mooncake price compliance guidelines, focusing on the following behaviors: | Violation | Specific Manifestation | Legal Basis | |---------|---------|---------| | False original price | Marking "original price 398 yuan, now 198 yuan" when 398 yuan was never an actual transaction price | Price Law, Article 14 | | Misleading pricing | "Buy one get one free" where the free item is a mini version, not the same product | Provisions on Administrative Penalties for Price Violations | | Unstated conditions | "Mooncake gift box from 99 yuan" with the word "from" in extremely small font | Provisions on Clearly Marked Prices | | Bundled sales | Mooncakes forcibly bundled with other products, not sold individually | Anti-Unfair Competition Law, Article 12 | ### Compliance Self-Check List Before publishing advertisements, mooncake brands should check each item: 1. Search entire text for absolute claims (including social media copy) 2. Verify product efficacy descriptions do not exceed ordinary food scope 3. Confirm origin labeling matches actual production location 4. Ensure nutritional claims like "low-sugar" and "no additives" meet national standards 5. Verify promotional original prices have transaction records within the past 30 days 6. Confirm product comparisons are objective and fair, without disparaging competitors Advertising compliance review for the mooncake industry should not be done only before Mid-Autumn Festival but should run throughout the year's brand communications. Kowloon Peninsula maintains a compliance-first approach in all brand communications, with every piece of promotional content undergoing legal review to ensure consumers receive truthful and accurate information.