Fines issued for misleading ads in '12 top NT$200 mil.

In 2012, the Department of Health (DOH, 衛生署) and local governments monitored television, radio, Internet and other media ads and commercials for pharmaceuticals, cosmetics and food products.

Some 8,142 ads were found to be misleading to the public, according to He Shu-hui (何淑惠), a section chief in the DOH's Food and Drug Administration (食品藥物管理局).

“Food product ads were the worst offenders, taking up 60 percent of all violations. Second place was cosmetics ads — mostly for beauty, diet and breast enhancement products,” said He.

One ad promising a height gain was flagged 19 times. The ad used the tagline: “You've got to plan for a growth spurt; 180 cm is absolutely not a dream.”

Another ad said that “Health-care Great Burdock” (健康好蒡) can ward off enterovirus and gastrointestinal cancer. The ad incurred the stiffest fine of NT$15.57 million, according to the official.

Other ads found misleading were “Gain a cup size in six to eight weeks,” and “Balance the five elements of health” with a supplement called SunsenGinbo (三勝精寶).

“See a physician if you're ill,” said He.

“Don't listen to recommendations, don't look at false advertising, don't believe in 'food cures,' don't purchase items with exaggerated efficacy, and don't consume foods of unknown origin,” she said, reciting the DOH's “Five Don'ts” for good health.

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