China fines a company over a Dove chocolate "situationship" ad
Chinese authorities have fined a company $120,000 over a Dove chocolate advertisement featuring a 'situationship,' saying it promoted 'wrong views on marriage and relationships.'
The video, first posted online in August, caused a stir on Chinese social media with some users claiming it promoted infidelity. Dove subsequently issued an apology, acknowledging the ad didn't follow its content review process and was 'clearly inappropriate.' The chocolate brand, owned by Mars Inc., stated it 'bears responsibility' for all content posted to its official channels.
Demographic Context
China is facing a demographic crisis with its birth rate halving over the past decade. Authorities have heavily promoted traditional family structures in response. Marriage registrations from January to September were down 9.8% year-over-year, reaching just 4.6 million, according to China's civil affairs ministry.
Previous Cases
The ad 'packaged being unfaithful in a relationship as a 'sweet experience,' promoting wrong views on marriage and relationships and violating good social customs,' the Shanghai Municipal Market Supervision Administration said in a statement.
Chinese authorities have previously rebuked companies for content deemed inappropriate regarding romantic relationships. In May, consumer electronics company OPPO said it 'severely punished' multiple executives over an ad joking about infidelity, which authorities publicly condemned.
Related
