Big names shamed on China’s consumer protection show

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It is what CMOs fear the most.

A national TV program watched by 1.4 billion potential customers that directly names brands that have not kept up with their consumer protection promises.

And it happened in China this week.

Called “3.15 Gala”, the annual show by the state-run CCTV, named Nike and Muji for violating the Chinese government’s “truth in advertising” laws.

The show, which uses hidden cameras and mystery shoppers, coincides with the World’s Consumer Rights Day.

Nike gained notoriety was based on the company selling Nike basketball shoes that did not include the right Nike Zoom Air sole cushions.

Muji was called out for not highlighting that some of its products came from areas that are affected by radiation.  

Other brands include China’s Wikipedia Hudong Baike, for becoming a portal for fake advertising, e-commerce sites and Aliababa’s Tmall for selling contaminated food and water and Wuhan Le Bailing Biological Technology Company for inviting fake doctors for giving health talks to the elderly.

Meanwhile, Blackmore was named because the company claimed online and in stores that it was Australia’s top nutritional supplement brand and its vitamin products can help in the treatment of heart-related diseases and arthritis.

The show has named big names in the past, including Alibaba, Apple, China Mobile and McDonald’s.

Often it results in swift actions and public apologies by the company leaders.

Local giants Alibaba and China Mobile were also called out for not protecting consumer rights in the past.

Further reading:

Unresponsive customer service in Singapore is a no-no

Marketers must separate the ‘hot’ from the hype

Chinese money set to shape adtech