Apple pies and freebies sweeten China's TV expose

From cut-price apple pies to free iPads, companies on the mainland are transforming tomorrow's dreaded consumer rights day into a shopping frenzy, to blunt the impact of being named and shamed in state broadcaster China Central Television's annual expose.

McDonald's Corp is discounting pies three years after food safety lapses made it a one-time target of the broadcaster's

"Companies are being pre-emptive, making consumer day a positive story," said James Feldkamp, the chief executive of consumer watchdog MingJian. "If you're going to be a target, at least you're already doing something to balance it out."

The investigative news show, broadcast on every World Consumer Rights Day, is in tune with a government drive to boost consumer protection laws and toughen punishments for misleading shoppers. Violations of consumer trust can go viral online on the mainland, especially in sensitive sectors such as food, cars and make-up.

The show drew a rare apology from Apple in 2013 after criticising the iPad maker's customer service, and levelled a similar charge at camera manufacturer Nikon Corp last year. Similar broadcasts have dragged down mainland sales at McDonald's and KFC parent Yum Brands.

Such is the show's impact that in recent years firms have increasingly prepared for shocks by buttering up consumers.

Ahead of this year's March 15, former target Wal-Mart Stores has deals on electronics and cosmetics on its Yihaodian online supermarket and a "say no to fakes" campaign echoing government calls to outlaw counterfeit goods. Dealers of fellow victim Volkswagen also have 3.15 discounts.