In recent months, an online store in Yangzhou has come under fire from consumers after claiming that its soybean milk machine was "33% finer." The Qianjiang District Market Supervision Bureau has now confirmed that the term may be misleading and potentially false. This case highlights a growing concern over deceptive advertising practices in e-commerce.
The complaint came from Mr. Huang, who purchased the machine for 399 yuan. The product description on the website stated that the machine had a "33% improvement in fineness," but no supporting data or references were provided. Mr. Huang argued that such claims are unverifiable and could mislead buyers, leading him to demand compensation of 500 yuan based on the "elimination method."
After investigating the store's address on the website, the bureau found that the merchant had provided a certificate of qualification for the soybean milk machine. However, they could not produce any experimental evidence to back up the "33% improvement" claim. As a result, the bureau concluded that the statement might be false advertising and is currently conducting further investigations.
According to the Qianjiang District Market Supervision Bureau, around 70% of the complaints they receive each year involve false advertising. This trend is especially common in online shopping, where sellers often use vague or exaggerated language to attract customers.
For instance, some stores have been caught making unsupported claims about their products. One case involved a children’s pigment product that claimed to be "non-toxic," but the seller could only provide general conformity certificates without specific proof. Another bizarre example involved a hot pot restaurant in Yangzhou, where a customer complained that the ad's phrase "hot pot is so delicious it makes you cry" was misleading. While the market regulator did not classify it as fraud, they noted that the phrase was likely just exaggerated rhetoric.
With the rise of online shopping, the number of complaints has also increased. Most of these cases involve foreign merchants, and once a seller refuses to settle, consumers often take legal action. However, investigating online cases can be challenging due to the difficulty in gathering evidence, especially when the store is located outside the local area or even abroad.
The Qianjiang District Market Supervision Bureau advises consumers to be cautious when shopping online. They recommend checking product descriptions carefully and verifying all claims before making a purchase. Many e-commerce platforms exploit this by using misleading information, such as exaggerating product benefits, hiding defects, or fabricating certifications.
For example, skincare products may be advertised as "100% natural," yet their ingredient lists show traces of synthetic preservatives. Similarly, some children's mosquito repellents promote themselves as "green" or "non-toxic," but their packaging warns users that the product is "low-toxic." These tactics are designed to make products more appealing and boost sales, but they can easily deceive buyers.
Consumers should remain vigilant and double-check product details before placing an order. By staying informed and questioning unclear claims, shoppers can better protect themselves from false advertising in the digital marketplace.
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