“上岸彩礼多要二十万”横幅引争议！当地回应

12月30日，内蒙古呼和浩特市赛罕区市场监督管理局发布情况通报：

近日，我局关注到网络平台反映“崇政教育”在营销广告中涉及不当内容，迅速依法介入调查。经核查，该广告内容涉嫌违反《中华人民共和国广告法》有关规定，已责令该机构立即终止营销活动，并依法立案调查，最终处理结果将及时公布。

Authorities in Hohhot, Inner Mongolia autonomous region, have launched an investigation into a local tutoring center for using a controversial advertisement that suggested passing civil service exams would allow candidates to demand higher bride prices.

据此前报道，12月28日，有网友发视频称，有公考辅导机构打出“来崇政好上岸，彩礼多要二十万”的横幅，引发网友热议。

The Saihan district market regulator of the city said on Tuesday it acted after the promotional banner drew criticism online. The ad, displayed on a bus in the city, read: "Join Chongzheng Education, pass your exams, and ask for 200,000 yuan more in bride price."

Officials confirmed the advertisement is suspected of violating China's Advertisement Law. The company has been ordered to stop the campaign and could face penalties.

视频中，“来崇政好上岸，彩礼多要二十万”的广告横幅被贴在一辆公交车上，记者注意到，该网友展示的视频发布地点位于呼和浩特市，周边车辆车牌也有“蒙A”字样，该机构为一家考公辅导机构。

有网友评论称，“为了抢流量、拉客户，有些机构彻底没了底线，从之前的‘保过’‘包过’，到现在直接绑定彩礼、婚恋搞低俗营销。本质上都是利用考生和家长的上岸焦虑，靠博眼球、踩下限的方式吸引关注。”

The banner sparked widespread backlash on social media, with many accusing the institution of exploiting career anxiety and promoting outdated marital customs. "Some tutoring centers have no bottom line — from 'guaranteed pass' promises to now tying exams to bride price, it's all vulgar marketing," one comment read.

河南锦学律师事务所主任叶齐茂律师接受中青报·中青网记者采访时表示：“彩礼横幅”把考公与婚恋金钱化，已同时触发《广告法》第9条、第28条之公序良俗与虚假宣传双禁令，市监部门可依据第55条处以20万—200万元罚款并吊销执照；若虚假宣传违法所得超10万元或两年内再犯，将涉《刑法》第222条虚假广告罪，处2年以下徒刑并处罚金；学员亦得依《民法典》第148条撤销合同、追偿培训费及损失，行政、刑事、民事三维责任并行。机构须立即下架、退费、整改，强监管时代唯有真实宣传、规范合同才能生存。

Legal experts say the case could result in substantial fines. If proven to have spread false or socially harmful content, the company may also face civil claims from students.

现实中，这种噱头营销、擦边营销并非个案。

记者注意到，2024年9月，就有用户在社交媒体反映，某教培机构的宣传标语以“如果你不努力，你的女儿可能被同龄人抱着；你努力，你抱着同龄人的女儿”为噱头，内容不雅，价值观扭曲。

This is not the first time education firms have used provocative slogans to attract attention. In September, another tutoring center was criticized for an ad suggesting career success leads to social advantage in personal relationships.

有媒体评论称，商家应该明白，把低俗当通俗、拿噱头当卖点，在道德底线和法律红线边缘反复试探，“翻车”只是时间问题。此次事件再次给教育培训行业敲响警钟：正人先正己，给别人培训之前不妨先给自己培训。

来源：中国青年报综合呼和浩特市赛罕区市场监督管理局、潇湘晨报

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