When we enter the farmers' market and the fresh food supermarket, the warm red light hits our faces, and then the fresh meat also takes on a bright red color, and it is difficult to distinguish the original color. This kind of special lighting that makes meat, seafood, fruits and other fresh food like a "beautiful face" is commonly known as fresh lamp. According to the regulations of the State Administration for Market Regulation, from now on, the use of this kind of "fresh lamp" that is easy to blind consumers' eyes is prohibited.
Why are fresh lights "banned"?
"Fresh lamp", a lamp that beautifies the appearance of goods by adding a specific light source color, is a common marketing method in supermarkets, vegetable markets, and fresh stores. For example, under fluorescent lights, pork appears shriveled and dull;Switching to the "fresh light" becomes rosy and bright.
According to experts from China Agricultural University, as a cold light source, the "fresh lamp" will not affect the quality of food due to the heat emitted, but it can exaggerate or cover up the characteristics of food, and affect consumers' decision-making judgment with "false and good-looking".
When I entered the market, there was a red light, and the meat seemed very fresh, only to find that it was not the case when I bought it. Ms. Zhao, a citizen of Beijing, said. Some supermarket leaders also said that they should often deal with consumer complaints caused by "fresh lights".
There has been a long history of misleading consumption of 'fresh lights'. Li Yunkai, a partner at Beijing Tian Yuan Law Firm, said. According to the "Jiangxi Edible Agricultural Products Sales Market" Fresh Lamp Use Status Observation Report" released by the Jiangxi Provincial Consumer Protection Commission in November this year, more than eighty percent of the 265 business establishments used "fresh lamp" lighting, and more than 85% of the edible agricultural products were compared with different light sources or even very obvious.
From now on, "fresh lights" will be completely banned
What is the situation everywhere?
On November 29, a reporter from Dazhong.com visited the Weifang Shijia Farmers' Market and learned that Weifang vendors had taken the initiative to change their lights.
According to Qilu Evening News on November 29**: Recently, the Qingdao Municipal Market Supervision and Administration Bureau has carried out a large-scale investigation of the replacement of "fresh lamps" in the city. On November 29, the Qingdao Municipal Market Supervision Bureau, together with the law enforcement officers of the Shibei District Market Supervision Bureau, came to the seafood area and vegetable and fruit area of the Buxi Farmers' Market for supervision and inspection. It was found at the scene that most of the business households had completed the replacement of the "fresh lamp" as required, and the law enforcement officers put forward rectification requirements for the business households that had not yet been put in place. The market supervision departments of various districts and cities have also carried out inspections simultaneously, focusing on business entities such as edible agricultural product wholesale markets, farmers' markets, large supermarkets, fresh meat and fruit stores, and requiring all business entities to change "fresh lights" to ordinary lighting fixtures on time.
According to China's Jiangsu Network on November 30**: At present, the market supervision departments in Jiangsu have notified wholesale markets, farmers' markets, large supermarkets and other units, requiring all business entities to act as soon as possible and change "fresh lights" to ordinary lighting fixtures on time. In the Nanjing Jinxianghe Bazaar, there were 39 operators who originally used "fresh lights". Sun Yin, deputy director of the Xianghe bazaar, said that after the promulgation of the management measures, the bazaar began to be widely publicized to merchants through broadcasting, large screens, WeChat groups and other means on October 15. On October 17, the "fresh lights" of all operators in the market were uniformly replaced. On November 29, at the Jiangsu Road store of Nanjing Suguo Supermarket, the original "fresh lamp" has been dismantled, and the staff is installing new general lighting. According to reports, at present, the "fresh lights" of large stores of Suguo Supermarket have all been replaced in place, and some small stores will be replaced and installed in place in the near future.
Except for the "fresh lights".
These methods can also affect consumers' perception of the product
In our daily life, in addition to "fresh lights", there are many phenomena that affect consumers' perception of commodity traits.
Fruit shops use colorful plastic bags to visually add freshness to the fruits;The warm yellow light shines on the fresh meat mooncakes, which is mouth-watering;The orange-red lights that are common in delicatessens and duck neck shops also make food more attractive. Ms. Wu (pseudonym), who works on lipstick and nail art, said that in order to make certain shades more "white", her peers often use cold lights.
The warm lighting in the duck neck store makes the food look more delicious and covers the original color of the food.
Fresh meat mooncake stalls also use warm-colored lighting.
If customers may still have a nonchalant mentality for small goods such as fresh food and cooked food, then in real estate transactions, consumers lose more than just a meal.
In order to attract customers, the sales office will also adopt some "means" in the model house to visually enlarge the space of the house, such as placing furniture with reduced proportions and installing lighting equipment.
The beds in the show room are smaller than those used on a daily basis.
In this regard, industry insiders engaged in interior design said that the model room is an important marketing prop for real estate developers, and its design is very different from the design requirements of the actual living area. "For example, there are usually no doors in the model house, and the toilet, kitchen and bedroom are completely open to the outside to create a visual sense of space, which is certainly not the case at home, and consumers should pay more attention when looking at the property. ”
For the small area of the house, the model house was designed with hollow walls and glass to increase the sense of transparency.
Since the Measures for the Supervision and Administration of the Quality and Safety of Edible Agricultural Products Marketing restricts the use of fresh lamps to mislead consumers, should the "misleading lighting" of delicatessen and beauty stores also be included in the supervision?
At the same time, should the behavior of deceiving consumers by visually misleading means such as adding reflective building materials and reducing the proportion of furniture in model houses also be included in the supervision?If we want to further supervise the behavior of similar sellers, how should we define the violations and how to punish the violating merchants?This series of problems may need to be further discovered, considered and rectified by relevant departments, so that buyers can "see is believing" in different consumption scenarios.
Finally, the disabling of "fresh lights" means that we will open a new era of "no-makeup" meat sales, where consumers can judge the quality and freshness of food through real observations, so as to make more informed purchasing decisions. At the same time, the ban on "fresh lights" will also help to improve consumers' awareness of food safety, and when businesses cannot rely on fresh lights to attract consumers, they will pay more attention to the quality and safety of food, so as to provide more reliable food to consumers.
Comprehensively compiled from Xinhua News Agency, Poster News, Qilu Evening News, Shangguan News, Yongpai, China Jiangsu Net, etc.).