إعلانات مشاهير التواصل الاجتماعي.. ما لها وما عليها

في ظل الثورة المعلوماتية الناتجة من تكنولوجيا المعلومات ووسائل التواصل الاجتماعي، لطالما نال رواد مواقع التواصل الاجتماعي شهرة واسعة بسبب نشاطهم والمواد الإعلامية التي يطرحونها في تلك المواقع، فهم فئة قد يساهمون في خدمة المجتمع من خلال الإثراء المعرفي، والارتقاء بالوعي المجتمعي، والازدهار الاقتصادي، من خلال المنشورات والمواد الإعلامية التي يطرحونها ويكتسبون بها شهرة واسعة وجماهير ومتابعين، فكل من اكتسب هذه الشهرة يصبح من المؤثرين وينال بذلك عدة فوائد.

إلا أن هذه الشهرة لها ضريبتها كما لها فوائدها، فكل من اكتسبها يتمتع بالشخصية القانونية وله حقوق وعليه واجبات، ومن حقه أن يبرم العديد من العقود مع العديد من أصحاب الفعاليات سواء الاجتماعية أو الاقتصادية، ولا ينبغي أن يكون ذلك مخالفاً للتشريعات أو ينتج سلوكيات خاطئة.

وفيما يخص الإعلانات التجارية، فقد أخذت في أغلب الأحيان منحنى ترويجي يهدف إلى جمع المال أكثر من تحقيق المصلحة العامة، والتحقق من صحة المعلومة المقدمة ومدى قانونيتها، فكثير من متابعي مشاهير منصات التواصل الاجتماعي يثقون في المشهور وفيما يقدمه لهم ثقة به ، فمن منطلق هذه الثقة يجب على المشهور التحقق من صحة وسلامة المادة الاعلانية.

وبسبب عدم قيام بعض المشاهير من التحقق قبل الإعلان، فقد دفع بالمشرع السعودي إلى تقنين هذه الإعلانات وحصرها ضمن النطاق النظامي، وأصدرت وزارة التجارة السعودية نظام التجارة الالكتروني وحددت ضوابط الإعلان والغرامات والعقوبات التي تقع على المخالفين، ومنذ صدور نظام التجارة الالكتروني أعلنت وزارة التجارة أنها أوقعت غرامات على (17) معلناً ومعلنة عبر منصات منها سناب شات وتويتر بواقع (740,000) سبعمائة وأربعون ألف ريال بحقهم.

أهمية الإعلانات التجارية عبر المشاهير

  1. أصبح الإنترنت في هذا الوقت من الأشياء المنتشرة وشائعة الاستخدام، كما أنه يوجد داخل كل منزل ويستطيع الفرد من خلاله مشاهدة الإعلانات التجارية والتسوق من خلاله بكل يسر وسهولة.
  2. تمكنت الإعلانات التجارية من الحصول على حصة كبيرة من التطوير التكنولوجي السريع والذي أصبح من أهم وسائل التسوق، وأصبح للإعلانات دور كبير في توسيع الأنشطة وجعلها مختلفة عن الطرق التقليدية للتسويق.
  3. كما أصبح لكل منا القدرة على الحصول على جميع المنتجات التي يرغب بها ويشاهدها في الإعلانات التجارية من خلال الأسواق الإلكترونية، كما تم تطوير طرق التسوق عبر الإنترنت لتناسب عملية البيع والشراء وتسهيل سبل التواصل بين المسوقين والجمهور.

ضوابط الإعلان التجاري الإلكتروني في منصات التواصل الاجتماعي حسب نظام التجارة الالكترونية السعودي:

حددت وزارة التجارة عدة ضوابط يلزم توفرها في جميع الإعلانات الالكترونية في مواقع التواصل الاجتماعي، ومنها أنه يجب أن يتضمن الإعلان الالكتروني اسم المنتج، أو الخدمة المعلن عنها، واسم موفر الخدمة، وأي بيان مميز له، مالم يكن مسجلاً لدى إحدى جهات توثيق المحلات الإلكترونية. كما يجب أن يتضمن الإعلان أنه مادة إعلانية، كما ينبغي الحذر من عدم احتواء الإعلان عن ادعاءات كاذبة أو مضللة، والحذر من الإعلان عن المنتجات المقلدة أو المغشوشة أو العلامات التجارية المملوكة للغير.

وختاماً، فإن كثير من المشاهير يقعون في أخطاء كارثية بتجاوزهم لهذه الضوابط، فمنهم من يقوم بالإعلان عن منتجات غذائية غير مصرح بها، كالأطعمة المباعة على أرصفة الشوارع، أو الأطعمة المعلن عنها في وسائل التواصل الاجتماعي، وما قد تسببه هذه الأطعمة من حالات تسمم.

وقد يقوم بعض المشاهير بالإعلان عن منتجات طبية غير مرخصة، قد تتسبب لمستخدميها بمشاكل صحية وآثار جانبية، وغيرها من الأخطاء التي قد يرتكبها بعض المشاهير بقصد أو دون قصد، لذلك سارعت وزارة التجارة والجهات الأخرى إلى التعامل بحزم مع مثل هذه الظواهر حماية للمجتمع، مع تقنين عمليات التسويق والمحافظة على الأداء الاقتصادي.

قد تحب أيضا

التخبيب وأثره في افساد العلاقة الزوجية
مخالفات ضوابط السوق العقاري
حل مشاكل الزواج بغير السعودية
ما يجب على صاحب العمل اثباته في الحقوق العمالية

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