Offers “the best,” cruises into trouble
Print Edition
MSC Cruises (Shanghai) has been fined 100,000 yuan (US$14,500) by Baoshan District market watchdog for inaccurate advertising.
The cruise operator tagged its liner MSC Splendida “the favorite cruise ship of Chinese tourists” and offered “European-level luxury” on its website in February this year, according to Baoshan District Market Supervision and Management Bureau.
On April 17, the company’s WeChat account contained such content as “the world’s best SPA on the sea.”
Using words such as “the favorite cruise ship of Chinese tourists,” “top-level” and “best” is a clear breach of the advertising law, which bans use of terms such as “state level,” “superlative” and “best.”
This kind of offence can lead to fines of up to 1 million yuan, confiscation of any profits deemed to have resulted from the advertisement and, in serious cases, revocation of licenses, according to the bureau.
The advertisements — designed — made and released by the company, were adjusted in June, but the penalty was imposed based on WeChat and website screenshots.
MSC Splendida has its home dock at Wusongkou International Cruise Liner Port in Baoshan.
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