新闻
404 Not Found

404 Not Found

Sorry for the inconvenience.
Please report this message and include the following information to us.
Thank you very much!

URL: http://3g.china.com:8080/act/news/11157580/20180619/32546519.html
Server: cms-8-251
Date: 2025/01/12 02:59:23

Powered by China
China

不存在的补脑保健品,为何总有人趋之若鹜

2018-06-19 09:37:19    光明网

原标题:不存在的补脑保健品,为何总有人趋之若鹜

高考期间,各类宣称能“提高智商”“益智补脑”的保健品又纷纷展开了宣传攻势。据报道,日前国家市场监管总局提醒家长和考生,保健食品非药品,“补脑”“健脑”不可信,我国从未批准过任何“补脑”保健功能的保健食品,已批准的具有“缓解体力疲劳”“增强免疫力”等功能的保健食品,也不适用于补脑、提高智商和缓解脑力疲劳等。

“从未批准过的”补脑保健品,为什么总能在各种渠道大肆宣传,吸引消费者?从保健品生产商和销售方来说,这或许是“必然的选择”。因为保健品不是药品,不会有明显的疗效,最多只是辅助治疗而已。既然吃了短期内没有明显效果,那么,凭什么吸引消费者购买呢?最简单的办法,就是强大的广告营销。据媒体调查,许多国内成功的保健品入市初期都将广告投入设定在30%~60%之间,而保健品的成本只占零售价格的10%左右。可以说,大部分保健品都是靠广告“宣传”出来的。

除了大量投入广告以外,要想从同类竞品中“脱颖而出”,夸大宣传、虚假宣传也就成了一些企业的“必然之选”。近年来,一些保健品企业靠编造故事、炒作概念赚得盆满钵满。媒体上甚至出现了一些“神医演员”,在不同的广告中扮演不同的“专家”“神医”,用编造的身份忽悠消费者购买产品。这类靠虚假宣传吸引消费者的保健品,其品质可想而知。因此,网上不时爆出有人花数万元、数十万元买保健品,最后却“吃”进了医院的新闻。

对涉嫌虚假宣传、夸大宣传的保健品,有关部门当然应该严肃查处,不给它们继续坑害消费者的机会。另一方面,消费者也应提高辨别能力,不要被夸张的广告“噱头”所吸引。

近年来,随着我国人民生活水平的不断提高,购买力的快速增长,人均医疗保健支出也随之迅速增长。这为保健品产业的蓬勃发展奠定了基础。对大多数人来说,几百上千元的保健品支出根本“不是个事儿”。人们越来越舍得为自己投资,在健康问题上尤其如此。

更何况,虽然广告法明确规定,保健食品的广告不能有表示功效、安全性的断言或者保证;食药监总局也多次提醒,不要购买标签或说明书中提及可以预防疾病、有治疗功能的保健品。但是许多保健品仍然采用各种方式来明示或暗示自己的疗效,比如“提高智商”“益智补脑”等等。而这些功效往往是消费者迫切需要、现实又难以满足的。这时,商家的宣传就形成了巨大的吸引力。

买一盒试试呗,万一有效呢——在诱惑面前,很多人难以保持理性。特别是在高考这种人生重要时刻,即使只有百分之一的希望,考生和家长们也愿意一试。这种心理正是违规宣传的保健品生存的土壤。

但是,正如市场监管总局在提示中所说的,提高成绩还是要依靠平时的刻苦学习和积累,并没有短时间提高智力和学习成绩的“灵丹妙药”。消费者急功近利的心态,只能养活一些说大话的企业。

当然,由于消费者和企业之间的信息不对称,仅从消费者一端不可能解决虚假宣传的问题。更重要的,还是企业要踏踏实实做好产品,通过依法依规宣传赢得市场。目前,国内保健品品牌的消费者信任度普遍较低,一些企业通过广告营销迅速地繁荣又迅速地衰败,正是市场的前车之鉴。要想摆脱“短命”怪圈,打造消费者信任的优秀品牌,还是赶紧放弃虚假宣传的“小聪明”,把精力用在做好产品上吧。

(作者:戎土,系媒体评论员)

展开全文
责任编辑:费琪 CN001
404 Not Found

404 Not Found

Sorry for the inconvenience.
Please report this message and include the following information to us.
Thank you very much!

URL: http://3g.china.com:8080/act/news/11157580/20180619/32546519.html
Server: cms-8-251
Date: 2025/01/12 02:59:23

Powered by China
China
404 Not Found

404 Not Found

Sorry for the inconvenience.
Please report this message and include the following information to us.
Thank you very much!

URL: http://3g.china.com:8080/act/news/11157580/20180619/32546519.html
Server: cms-8-251
Date: 2025/01/12 02:59:23

Powered by China
China

热点新闻

404 Not Found

404 Not Found

Sorry for the inconvenience.
Please report this message and include the following information to us.
Thank you very much!

URL: http://3g.china.com:8080/act/news/11157580/20180619/32546519.html
Server: cms-8-251
Date: 2025/01/12 02:59:23

Powered by China
China
404 Not Found

404 Not Found

Sorry for the inconvenience.
Please report this message and include the following information to us.
Thank you very much!

URL: http://3g.china.com:8080/act/news/11157580/20180619/32546519.html
Server: cms-8-251
Date: 2025/01/12 02:59:23

Powered by China
China
404 Not Found

404 Not Found

Sorry for the inconvenience.
Please report this message and include the following information to us.
Thank you very much!

URL: http://3g.china.com:8080/act/news/11157580/20180619/32546519.html
Server: cms-8-251
Date: 2025/01/12 02:59:23

Powered by China
China
404 Not Found

404 Not Found

Sorry for the inconvenience.
Please report this message and include the following information to us.
Thank you very much!

URL: http://3g.china.com:8080/act/news/11157580/20180619/32546519.html
Server: cms-8-251
Date: 2025/01/12 02:59:23

Powered by China
China
404 Not Found

404 Not Found

Sorry for the inconvenience.
Please report this message and include the following information to us.
Thank you very much!

URL: http://3g.china.com:8080/act/news/11157580/20180619/32546519.html
Server: cms-8-251
Date: 2025/01/12 02:59:23

Powered by China
China
404 Not Found

404 Not Found

Sorry for the inconvenience.
Please report this message and include the following information to us.
Thank you very much!

URL: http://3g.china.com:8080/act/news/11157580/20180619/32546519.html
Server: cms-8-251
Date: 2025/01/12 02:59:23

Powered by China
China
404 Not Found

404 Not Found

Sorry for the inconvenience.
Please report this message and include the following information to us.
Thank you very much!

URL: http://3g.china.com:8080/act/news/11157580/20180619/32546519.html
Server: cms-8-251
Date: 2025/01/12 02:59:23

Powered by China
China
404 Not Found

404 Not Found

Sorry for the inconvenience.
Please report this message and include the following information to us.
Thank you very much!

URL: http://3g.china.com:8080/act/news/11157580/20180619/32546519.html
Server: cms-8-251
Date: 2025/01/12 02:59:23

Powered by China
China
404 Not Found

404 Not Found

Sorry for the inconvenience.
Please report this message and include the following information to us.
Thank you very much!

URL: http://3g.china.com:8080/act/news/11157580/20180619/32546519.html
Server: cms-8-251
Date: 2025/01/12 02:59:23

Powered by China
China
404 Not Found

404 Not Found

Sorry for the inconvenience.
Please report this message and include the following information to us.
Thank you very much!

URL: http://3g.china.com:8080/act/news/11157580/20180619/32546519.html
Server: cms-8-251
Date: 2025/01/12 02:59:23

Powered by China
China

官方通报土地被挖坑取土:全面调查 联合调查组已赴现场核实

2025-01-12 02:09:08

恩古莫哈成利物浦出场第二年轻球员 创多项队史纪录

2025-01-12 01:16:37

约翰逊37分 深圳轻取山东 终结对手两连胜

2025-01-12 01:01:30

广州公布第八批历史建筑名单 13处新晋入选

2025-01-12 00:28:36

LV售后回应4万5的羽绒服起毛 正常使用损耗引发争议

2025-01-12 00:25:39

济州航空坠机黑匣子停止记录 关键数据缺失

2025-01-12 00:25:07

一波音客机起飞后因故障返航 液压油设备故障导致

2025-01-12 00:23:58

中英经济财金对话在京举行 高层共商合作

2025-01-12 00:23:29

英国将加大力度打击人口走私 聚焦跨境走私网络

2025-01-12 00:21:39

蒙古国首都爆发示威 中使馆发提醒 注意安全避免前往

2025-01-12 00:09:17

北京举办110宣传日活动 揭露新型诈骗手段

2025-01-11 23:50:13

蒯曼收获WTT多哈站女单冠军 完胜夺冠

2025-01-11 23:25:30

男子深夜燃放烟花爆竹被抓 安全责任重于山

2025-01-11 23:22:38

北京海洋馆白鲸馆闭馆 白鲸去向引关注

2025-01-11 23:01:31

男子钓鱼发现鱼被蟾蜍抱着 罕见景象引热议

2025-01-11 22:47:25

山西临汾4.1级地震未造成人员伤亡 居民生活秩序井然

2025-01-11 22:45:59

央行阶段性暂停国债买入的双重意图 压债市稳汇率

2025-01-11 22:45:42

文旅局回应游客在海滩拍照遭驱赶 拍照权利引争议

2025-01-11 22:45:21

地震救援辅警看到孩子遗物失声痛哭 平凡英雄引致敬

2025-01-11 22:43:30

两所高校因串通投标被军方处罚 前任校长任职期间违规

2025-01-11 22:42:57

近期连发多起地震有关联吗 专家解读 地震为正常能量释放

2025-01-11 22:42:18

在蓝翔学厨清华女硕士回应争议 兴趣与职业并行

2025-01-11 22:42:04

河北企业家涉黑案一审宣判 正义的严正警告

2025-01-11 22:41:26

记者恭喜加拿大人要成美国人遭群怼 特朗普再提合并论调

2025-01-11 22:41:14

王楚钦获年度影响力体育人物奖 微博之夜荣耀加冕

2025-01-11 22:26:03

微博年度体育精神人物揭晓 国乒三将荣耀加冕

2025-01-11 22:24:52

年货市场迎来产销两旺 各地特色年货热销

2025-01-11 22:22:01

山东通报一县土地被挖坑取土 联合调查组介入核实

2025-01-11 22:07:38

蒙古首都爆发示威游行活动 预计持续至1月22日

2025-01-11 21:43:11

孟子义李昀锐同框热聊 甜蜜互动羡煞旁人

2025-01-11 21:33:07

北约向波兰集结军事装备有何目的 备战迹象明显

2025-01-11 21:32:30

民进党创党元老呼吁民众反抗民进党 抵抗权成焦点

2025-01-11 21:32:11
点击查看更多
404 Not Found

404 Not Found

Sorry for the inconvenience.
Please report this message and include the following information to us.
Thank you very much!

URL: http://3g.china.com:8080/act/news/11157580/20180619/32546519.html
Server: cms-8-251
Date: 2025/01/12 02:59:23

Powered by China
China
`
中华头条
官方
5.0分 1.8亿人在用
优质 安全 免费
`
中华军事
官方
5.0分 2.6亿人在用
优质 安全 免费