Logitech distributor in China fined US$30,000 for offensive ad calling customers dogs
Local agent issues apology after ad on short video platform using insulting language triggers online backlash
A China distributor for the global computer peripherals giant Logitech has been fined 200,000 yuan (US$30,000) for an insulting advertisement which likened consumers to dogs.
According to a report by Beijing Daily, the market supervisory authority in Shanghai’s Jingan district imposed the penalty on Shanghai Baishide Electronics Company in late June for its advert for a Logitech mouse which used offensive language.
The video ad was released on a leading short media platform on March 25.
“You said you won’t spend a single penny. But once I lower the price, won’t you flock to me like dogs?” the ad said.
It was withdrawn the next day after triggering a public backlash.
Baishide is a core agent for Logitech in mainland China and is also authorised to operate an online store on the short media platform. China has become the second largest market for Logitech, contributing about 10 per cent of its sales volume.