Recently, a video featuring a village party secretary using so-called ‘Lei-style marketing’ to promote local agricultural products sparked widespread attention and was subsequently removed from online platforms for allegedly making exaggerated and misleading claims. The term ‘Lei-style marketing’ refers to the official’s use of dramatic performances, hyperbolic language, and emotional appeals in short videos to attract viewers and boost sales. While the intention—to support farmers and increase rural incomes—is commendable, some statements in the content crossed legal boundaries, such as claiming the products could ‘cure all diseases’ or were based on ‘ancient secret formulas,’ violating China’s advertising regulations.Media commentators noted that grassroots officials embracing new media tools for rural revitalization is a positive step, but it must be grounded in legal compliance and integrity. Public service goals should not justify rule-breaking tactics. This incident also highlights gaps in digital literacy and regulatory awareness among some local officials. Experts recommend enhanced training on responsible social media use and the establishment of standardized review mechanisms for promotional content to ensure authenticity and legality while encouraging innovation.In essence, this case serves as a reminder: in the age of viral content, public interest and regulatory compliance are not mutually exclusive—they reinforce each other. Only through truthful and credible communication can genuine trust—and sustainable success—be achieved.
近日，一则关于某地村支书采用所谓“雷氏营销”方式进行农产品推广的视频引发广泛关注，并因涉嫌夸大宣传、误导消费者而被平台下架。所谓“雷氏营销”，是指该村干部在短视频中以夸张语气、戏剧化表演和情绪化语言吸引流量，推销本地特色农产品。尽管其初衷是为助农增收，但部分表述被指存在虚假成分，如宣称产品‘包治百病’‘千年秘方’等，违反了广告法相关规定。媒体评论指出，基层干部尝试利用新媒体手段推动乡村振兴值得肯定，但必须守住法律与诚信底线。助农不能成为违规营销的‘挡箭牌’。此次事件也暴露出部分地方在数字素养和合规意识方面的短板。专家建议，应加强对基层干部的新媒体培训，建立规范的农产品宣传审核机制，在激发创新活力的同时确保内容真实、合法、有效。总体而言，这起事件是一次警示：在流量时代，公益目的与合规操作并非对立，而是相辅相成。唯有坚持真实可信，才能真正赢得市场与公众的信任。
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