Logitech distributor in China fined US$30,000 for offensive ad calling customers dogs

A China distributor for the global computer peripherals giant Logitech has been fined 200,000 yuan (US$30,000) for an insulting 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" class="entity-link entity-organization" data-entity-id="167941" data-entity-type="organization">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 the ad said.It was withdrawn the next day after triggering a public backlash.Baishide is a core agent for Logitech in mainland China and is also authorised to operate an online store on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about 10 per cent of its sales volume.Logitech made an apology in late March.The controversial ad above was withdrawn just a day after triggering a public backlash. Photo: Sohu“For this extremely inappropriate content, Logitech China feels genuinely shocked and deeply saddened. We totally understand each player’s disappointment and anger. We express our sincere apologies to our customers,” the company said in a statement.Logitech said the commercial with the problematic words had been released by a Baishide employee who took the liberty of bypassing the reviewing procedure.It had urged Baishide to deal with the incident seriously and delete the video, Logitech said.Baishide responded by making an apology and promising to shoulder its own management responsibility.Further ReadingThe incident jeopardised Logitech’s reputation in China, with many internet users denouncing the company.“They just speak what they think at heart. I will avoid this brand in future. I hope the authorities punish them more harshly,” one internet user said.Gamers test premium Logitech esports peripherals, including wireless mice, mechanical keyboards, and gaming headsets, at an event in Shanghai, China. Photo: CFOTO/Future Publishing via Getty Images“So anyone buying its product is a dog, in this company’s eyes. With so many options available, why must we buy Logitech’s products?” asked another person.Cases involving controversial adverts often captivate social media in China.In June, British consumer goods company Dettol came under heavy criticism for its which equated a woman’s sexual history with physical cleanliness. The firm apologised and removed the ad soon after the public backlash.Four years ago, Guangfa Bank’s Shanghai branch and its ad agency were fined 600,000 yuan (US$88,000) and 300,000 yuan respectively for an ad for credit cards.“Don’t tell others that your belly becomes bigger because of us,” the ad said.This eye-catching commercial, aiming to let credit card holders know they could enjoy preferential policies at many restaurants, was accused of violating public order and insulting women because making a woman’s belly bigger hints at getting her pregnant.