The brand spokesperson of this milk tea is Ma Yili. When it comes to celebrity endorsements, many people may think that the money is really easy to earn, just like making money on the side. In fact, in recent years, as the market competition has become more fierce, the risks of celebrity endorsements have also become greater and greater. There have been many celebrity endorsement accidents before, such as the milk tea franchise brand "Cha Zhilan" endorsed by Ma Yili. "Routine franchise" milk tea shop fraud, involving a total amount of up to 700 million yuan

This milk tea shop called "Cha Zhilan" had a "hot" incident in a Shanghai square in November last year Later, a reporter made an unannounced investigation and discovered that the milk tea shop employed 100 people every day, posing as customers and queuing up, deliberately creating a lively business scene, and then falsely promoted it through the photos taken.

Behind this false prosperity, there is a fraud gang that specializes in defrauding franchisees. Currently, the *** has captured more than 90 criminal suspects involved in the gang's fraud.

Before this, Wang Moumou, the person in charge of operating Cha Zhilan, had successively operated two milk tea chain brands that have now closed down, such as HuaDianDian milk tea being one of them. They used fake queues, celebrity endorsements, used dealers' money to build model stores, created fake sales, and copied brands and promoted fake websites to defraud huge franchise fees and then suddenly disappeared. The routine was exactly the same. The big boss behind Wang Moumou is a fraud gang located in Qinhuangdao City, Hebei Province

The agent Wang Moumou and the gang share the profit 28%. They have operated more than 50 brands successively. By constantly changing the company name, legal representative, brand name and payment account, they have made it difficult for franchisees to find the person in charge. Currently, thousands of franchisees have been betrayed by this company. Gang fraud, the amount defrauded exceeded 700 million yuan.

After the case was exposed by the media, Ma Yili’s agency immediately issued a statement terminating the contract with Chazhilan Milk Tea. Ma Yili herself also forwarded the statement on Weibo and stated that she would assist the defrauded franchisees in safeguarding their rights. Many franchisees of the brand have apologized. So in response to this incident, many people are concerned about how much impact this incident will have on Ma Yili, as the spokesperson of Cha Zhilan. Will Ma Yili be punished by law? The suspected fraud is the behavior of the business operator

If Ma Yili had no intention of committing a crime under unknown circumstances, she would not be held responsible. However, some lawyers believe that according to the 2018 new version of the Advertising Law, regardless of whether the spokesperson has fulfilled his review obligations, his endorsement fees will be confiscated according to the recovery procedure and used to compensate the victims later.

In fact, due to so many years of endorsement experience, celebrities generally have their own team of lawyers. When accepting endorsements, they will help the celebrity deal with legal risks. Therefore, in reality, the celebrity is fined This possibility is not high. To sum up, it is unlikely that Ma Yili will be criminally punished this time, but the risk of refunds and fines for endorsement fees also exists. Conclusion

I think celebrities have an obligation to investigate the background of the company, the legality of the company, and the standardization and credibility of market operations. In any case, if something like this happens, celebrity endorsements will overturn. If it is just A little loss of credibility will be all it takes, which will inevitably affect the development space of the entire entertainment industry. Therefore, I suggest that industry associations should have relevant restrictions, such as hardware requirements for film connections, and bans on participating in corresponding selection activities, in order to achieve the purpose of punishment and purify the entertainment industry.