Management Of Illegal Advertisement Of Health Food Based On The Characteristics Of Credence Goods

llegal advertising is a chronic disease in the development of health food industry.However,the existing supervision fails in the process of governance,and the strengthening of supervision has not brought good governance results.The reason is that the advertising supervision ignores the characteristics of credence goods of health food,showing the disadvantages of focusing on external causes,relying on prohibitive norms and sports law enforcement,and the theoretical basis behind it also has some applicable difficulties.The direct impact of this regulatory model is that illegal advertising is difficult to eradicate.At the same time,the advertising problem is transmitted through the dynamic relationship of "advertising-industry-consumer",which affects the industrial model and the interests of consumers,and finally aggravates the problem of illegal advertising,falling into a vicious circle.Ignoring the characteristics of credence goods makes the health food advertisement fall into a deeper information asymmetry.In the face of the influence of credence goods,China should appropriately relax the scientific standards of access,and with the help of stronger advertising information disclosure,realize the advertising information disclosure under the product classification and advertising claim classification,and improve the product level through persuasion,so as to reduce the industry’s dependence on illegal advertising.