林志忆產品宣稱及照片分享有秘訣-如新V人生HKMC
林志忆
產品宣稱及照片分享有秘訣
Jack：早安Nancy，NU SKIN社交媒體使用指引正式上線一段時間了，妳還記得指引內有關產品宣稱以及照片分享的規定嗎?
Nancy：天天都會用到的工具，當然記得啊。
Jack：妳太棒了。了解社交媒體使用指引並且遵循NUSKIN政策與程序，將會幫助妳的NUSKIN事業拓展更加順利，使用社交媒體拓展人脈市場、聯絡下線以及分享經驗更加得心應手。然而，卻有少數事業經營夥伴為了使發佈的內容更加吸引目光，在社交平台上發佈某些不適當的產品見證照片及產品宣稱，這樣的行為會使自己及NU SKIN陷入違法違規風險當中，我們要多加謹慎注意。
Nancy：是怎樣的風險呢？
Jack：妳先參考以下2則在社交媒體上所分享的內容。
Nancy：我的天啊！ NU SKIN產品有這麼好的功效，簡直跟靈丹妙藥一樣，這樣子作宣傳OK嗎？
Jack：許多顧客看到NU SKIN產品有如此神通廣大的功效後，第一時間或許會迫不及待地想要購買，但每個人的體質狀況都不一樣，使用產品後所獲得的成效也不一定相同，當顧客使用產品但成效未達到原來的預期時，便會認為自己受騙上當，消費糾紛會因此產生，這不僅會令顧客對NU SKIN產品失去信心，同時也會影響到事業經營夥伴和NU SKIN的聲譽。況且NU SKIN產品為保健產品及肌膚保養品，若以不適當的醫療效果或誇大不實宣稱作為銷售產品的賣點，除了會違反NU SKIN政策與程序外，也會違反本地相關法例。
Nancy：這麼嚴重啊！那我們該如何利用社交媒體合規發佈產品宣稱及分享見證照片呢？
Jack：使用社交媒體發佈產品宣稱及分享見證照片，必須注意以下事項：
保持真實，產品介紹及照片分享必須是真實可信而且不會誤導他人。
遵循NU SKIN發佈的產品聲明，所有聲明應該與NUSKIN官方產品資訊網頁、行銷和相關指引規範一致。
若與NU SKIN行銷資訊不相符時，即使是真實及個人產品見證經驗或聲明都不可使用。
產品見證應該得到NU SKIN證實且經核准的效果保持一致。
產品見證不可以聲稱該產品能治療或預防任何疾病或健康狀況。
Nancy：可以舉一些符合NU SKIN規範的例子給我參考嗎？
Jack：沒問題。夥伴可以在社交媒體上使用經公司核准的產品聲明，分享與核准聲明相符的正面個人產品見證，例如以下內容及方式是可以的。
Nancy：我明白了，感謝你Jack！
Jack：利用社交媒體發佈產品宣稱及分享見證照片，雖然可以直接表現出NU SKIN產品的優異，但是所發佈的產品宣稱及見證照片分享仍然必須符合政策與程序及本地法例等規範，我們守法守規才能有效傳遞產品效果的訊息，吸引更多的潛在顧客願意了解我們NU SKIN事業，也會使我們NU SKIN事業得以更加穩健地發展。
掃掃下面的QR code，您就可以找到NU SKIN 公佈的社交媒體使用指引及相關規範了!
茲摘錄 NU SKIN《政策與程序》及《不良廣告(醫藥)條例》相關規定如下：
第3章廣告宣傳
2 產品聲明
2.1 一般的限制
您只可以依據公司所發行的業務輔銷品、公司刊物以及經公司批准您在已核准經營市場作業務宣傳使用的刊物內所刊載的聲明和說明作產品的聲明和說明。
2.2 禁止作療效的聲明
(摘錄) 「您不可以作出任何療效的聲明，或表明或暗示公司任何產品是公司或任何政府衛生部門所配製、設計或批准以治療任何疾病或具備醫療效果。」
節錄自第231章《不良廣告(醫藥)條例》
第3條: 禁止有關某些疾病的廣告; 例外情況第3B條: 禁止有關某些口服產品的廣告; 例外情況附表1: 禁止或限制發布的廣告所涉及的疾病及病理情況附表4: 禁止或限制發布的廣告所涉及的口服產品的聲稱
Tips for Making Proper Product Claims & Sharing Testimonial Photos
Jack:Good morning, Nancy! NU SKIN “Social Media Guidelines” has been launched for awhile. Do you still remember the relevant rules for making product claims andsharing testimonial photos?
Nancy:This is the tool which we use every day. Of course I remember.
Jack:You are great. Get to understand the social media guidelines and follow the NUSKIN’s “Policies and Procedures” will help you develop your NU SKIN businessmore smoothly. Make use of the social media to expand your network, contactyour downlines, and share your experience will be more handy. Though, a fewbusiness partners post and publish some inappropriate product testimonialphotos and claims in order to draw the attention of others. Such behavior willput ourselves and the Company in legal risk so we have to be more careful.
Nancy:What kind of risk?
Jack:You first refer to the content of 2 different posts in below on social media.
Nancy:Oh my gosh! NU SKIN products perform such good results, like a Panacea. Is it ok to promote like this?
Jack:Many customers may want to buy it in time after seeing such amazing results ofthe NU SKIN products. However, each person’s physical condition varies, resultsfrom the use of products will not be necessarily the same. When the customersuse the products but the results do not meet with their expectation, they maythink they are deceived, and it results to a consumer’s dispute. Customers willnot only lose their confidence in NU SKIN products, but it will also impact thebusiness partners and NU SKIN’s reputation negatively. Moreover, since NU SKINproducts fall within the categories of wellness and skincare products, boastingabout the medical effects or making false products claims for selling productswill not only violate NU SKIN’s Procedures and Policies, but also the locallaws.
Nancy:That’s serious! How should we use the social media to post and publish productclaims and share testimonial photos in a compliant way?
Jack: Wehave to be aware of the followings when we take advantage of the social mediato publish product claims and share testimonial photos.
Keep it real.Product introduction and photo sharing have to be real,credible, and not misleading others;
Follow the productclaims and representations published by NU SKIN. All claims have to be consistentwith the NU SKIN official product information on the webpage, marketingmaterials and the relevant guidelines;
Real and personalclaims and product testimonial experience that are contrary to the NU SKIN’smarketing materials are not allowed ;
Product testimonialsshould be verified and approved by NU SKIN for consistency;
Claims orrepresentations that a product could cure or prevent any kind of diseases orhealth issue in the testimonials are not allowed.
Nancy:Can you come up with some examples which comply with NU SKIN’s policies for myreference?
Jack: Noproblem. Partners can use the Company’s approved product claims andrepresentations to share their personal product testimonials. Contents and waysof expression in below are good examples.
Nancy: Igot it. Thanks Jack!
Jack:Although make use of social media to post product claims and share testimonialphotos can demonstrate the excellence of NU SKIN products, the published claimsand testimonial photos have to be adhere to the regulations stipulated in the“Policies and Procedures” and the local laws. Only by compliance we can delivereffective message about product effects and attract more potential customers tounderstand our NU SKIN business in order to develop our business steadily.
Scan thebelow QR code, you will find the social media guidelines published by NU SKINand its relevant regulations!
Excerptfrom the “Policies and Procedures” of NU SKIN and “Undesirable MedicalAdvertisements Ordinance” in below:
Chapter3 Advertising
2Product Claims
2.1General Limitation
You mayonly make the specific Product related claims and representations published inthe Company’s Business Support Materials, and Company literature, and that havebeen approved by the Company for use in Business Support Materials in theAuthorized Country where you are making the claims.
2.2 NoMedical Claims
(Extracted)You may not make medical claims, or state or imply that any Product isformulated, designed or approved by the Company or any regulatory authority totreat any disease or medical condition.
Excerptfrom Chapter 231 “Undesirable Medical Advertisements Ordinance”
Section3: Prohibition of advertisements relating to certain diseases;
exceptionstherefrom
Section3B: Prohibition of advertisements relating to certain orally
consumedproducts; exceptions therefrom
Schedule1: Diseases and Conditions in respect of which
Advertisementsare Prohibited or Restricted
Schedule 4: Claims for Orally Consumed Productsin respect of whichAdvertisements areProhibited or Restricted