三九胃泰因中秋节广告文案引发舆论风波1。该广告主要文案为"求'你们'中秋别团圆了"，随后以小字补充说明："一家人过节要整整齐齐。但有些食物在胃里团圆，对胃可不好。"1广告因被指误导公众、冒犯传统节日情感而受到批评。
华润三九随后发布回应，表示广告由总部策划，已收到反馈并正在安排撤下1。然而这并非该品牌首次采用类似手法。三九胃泰此前在七夕节点曾投放过"劝你们'和平'分手"类似的反向营销广告1，反映出该品牌存在反复利用争议制造关注的营销模式。
评论指出，医药类广告应当承担更高的社会责任。根据《广告法》，广告需以健康的表现形式表达内容，符合社会主义精神文明建设要求，并应弘扬中华民族优秀传统文化1。三九胃泰的营销问题在某种程度上更需要重视和纠正。
Huarui China Pharma's Three-Nine Stomach Tablets brand has drawn public backlash over a Mid-Autumn Festival advertisement that urged families to "please don't reunite for Mid-Autumn" 1. The campaign's main copy read: "A family gathering during the festival should be perfectly united. But some foods can cause indigestion in the stomach" 1. The messaging was criticized for misleading consumers and disrespecting the emotional significance of this traditional Chinese holiday.
In response, Huarui China Pharma stated that the advertisement was conceived by its headquarters and confirmed it has received feedback and arranged for the ad to be withdrawn 1. This is not the company's first controversial marketing move; the brand previously launched a similar campaign during the Qixi festival promoting "peaceful" breakups 1. Critics have pointed out a pattern of deliberately generating controversy through reverse marketing tactics.
The incident has raised questions about compliance with advertising standards and corporate responsibility. China's Advertising Law requires advertisements to be expressed in healthy forms that support socialist spiritual civilization and promote China's fine cultural traditions 1. Medical and pharmaceutical advertising carries heightened obligations to uphold ethical and legal boundaries while respecting public values.
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