酒品廣告應依規定標示警語

Several specialty(1) shop owners in Kinmen were accused of(2) not marking health warning labels in their alcohol advertisements on the internet, who were suspected for violating(3) the relevant regulations in "The Tobacco and Alcohol Administration Act". The Finance Bureau of Kinmen County Government reminded the industries to mark conspicuous(4) health warning labels on alcohol advertisements or promotion lest they should be punished for violation; in accordance with "The Tobacco and Alcohol Administration Act" and "Directions for the Handling of Seizures(5) and Accusation(6) for Tobacco and Alcohol-Related Products", they can be fined $200,000 NT dollars.
金門地區多家特產行遭人檢舉於網路刊登酒品廣告，未標示健康警語，涉嫌違反「菸酒管理法」相關規定。金門縣政府財政局提醒業者酒之廣告或促銷，應明顯標示健康警語，以免違規受罰；依「菸酒管理法」及「菸酒查緝及檢舉案件處理作業要點」，可處以新臺幣20萬元罰鍰。

The Finance Bureau of the County Government pointed out, although the industries did mark health warning labels on their alcohol advertisements on the internet, the warning labels did not follow Article 14 of the 'Enforcement Rules of the Tobacco and Alcohol Administration Act'. The violations included 'the space of the warning label was less than one tenth of the layout of the alcohol advertisement', 'the font size of the warning was smaller than half of the label's background space', 'they did not superimpose(7) it throughout the whole time', etc.
縣府財政局指出，業者於網路刊登酒品廣告，經查證雖有明顯標示健康警語，惟所標示健康警語核與「菸酒管理法施行細則」第14條規定不一致，違規情形諸如：「健康警語版面未達酒類廣告版面十分之一」、「健康警語字體面積小於警語背景面積二分之一」或「未全程疊印」等等違規情事。

'The Tobacco and Alcohol Administration Act' has relevant regulations on the alcohol advertisements. The industries should follow Article 37 of the Act and its enforcement rules Article 13, 14 and 15. On advertisements or promotion, in addition to marking conspicuously or verbalizing(8) clearly the warnings, the warning labels should be superimposed continuously and independently in 10% of the full layout size and the font size should not be smaller than half of the label's background.
縣府財政局表示，按「菸酒管理法」對於酒類廣告訂有相關規範，應遵行該法第37條及其施行細則第13條、第14條、第15條規定，於廣告或促銷時應明顯標示或以聲音清晰揭示警語外，所標示健康警語，應以版面百分之十連續獨立之面積刊登，且字體面積不得小於警語背景面積二分之一。

The TV advertisements or promotion should superimpose the warning throughout the whole time. They are not allowed to encourage or promote drinking, to blemish(9) adolescents' physical and mental health, to give false advertisements, etc. In accordance with the Article 55, 'The Tobacco and Alcohol Administration Act,' those who violate the above regulations will be fined more than $100,000 and less than $500,000 NT dollars, and are demanded to amend within a time limit. If not amending before the time limit, they will be fined again per time.
縣府財政局說，為電視其他影像廣告或促銷者，並應全程疊印，以及不得有鼓勵或提倡飲酒、妨害青少年身心健康、虛偽不實等相關情事。違反上開規定者，則依「菸酒管理法」第55條規定處新臺幣10萬元以上50萬元以下罰鍰，並通知限期改正，屆期未改正者，得按次連續處罰。

Among the violations, the most common case was that the industries who advertised alcohol on the internet did not mark health warning labels according to the regulations. In addition to the powerful searching engine of the internet that was easy to provide evidence, the most fundamental cause was that most of the website designers were ill-informed of the relevant regulations of 'The Tobacco and Alcohol Administration Act' although they were very good at designing the web-pages."
縣府財政局也表示，違規酒品廣告裁罰案例中，以業者於網站刊登酒品廣告，未依規定標示健康警語為最大宗，除因網路搜尋引擎功能強大舉證容易外，究其根本原因多為網站製作者雖擅於網頁製作，然對「菸酒管理法」中酒類廣告相關規範往往是一知半解甚至一無所知。

The industries who advertised alcoholic products on the internet but did not mark health warning labels were either accused or seized and fined due to violating "The Tobacco and Alcohol Administration Act" Article 37 and related regulations. Thus, when the local alcohol sellers or residents commission others to design or self-design alcohol advertisements or promotion, do check carefully if health warning labels are marked on every webpage lest you should be punished.
業者將酒類商品視同一般商品刊載於網站，而未依規定標示健康警語，致遭人檢舉或查獲，並以違反菸酒管理法第37條規定及其相關規定遭致裁罰。故本縣酒品販售業者或縣民如有自行或委託他人製作酒品廣告或促銷者，需詳加檢查各個頁面有無依規定標示健康警語，以免違規受罰。

The Finance Bureau of the County Government emphasize that if the industries get accused for the first time, they are demanded to amend within a time limit. However, if they are seized again for violating the same regulation, they will be fined $200,000 NT dollars in accordance with "The Tobacco and Alcohol Administration Act" and "Directions for the Handling of Seizures and Accusation for Tobacco and Alcohol-Related Products". Should the industries have any questions on advertising alcoholic products, please dial the toll-free number 0800-555590 or consult with the Tobacco and Alcohol Section of the Finance Bureau of Kinmen County Government.
縣府財政局強調，業者首次遭檢舉經從輕裁處「限期改正」，倘若第二次再被查獲違反相同法令規定，將依「菸酒管理法」及「菸酒查緝及檢舉案件處理作業要點」處以新臺幣20萬元罰鍰。業者如對刊登酒品廣告有任何疑義，可撥打免付費電話0800－555590，或至金門縣政府財政局菸酒管理課洽詢。

1.specialty-(n)特產、名產。specialty shop就是「特產店」。
2. be accused of-被指控～，通常後面接V-ing（被指控的罪行）。
3.violate-(vt.)違反。
4.conspicuous-(adj.)明顯的、顯著的。
5.seizure-(n)查扣、沒收。
6.accusation-(n)控告、指控。
7.superimpose-(vt.)把～放置在上面重疊；疊印。
8.verbalize-(vt.)以言語表述。
9.blemish-(vt.)有損於～。亦為名詞，指瑕疵、污點或缺點。

資料來源：金門縣政府

本文原刊載於《金門日報》98年5月19日