Offense again! Puma fined 100,000 yuan for using children under 10 to endorse

　　Zhongxin Finance, February 10 (Reporter Xie Yiguan) Recently, Puma (Shanghai) Trading Co., Ltd. was fined 100,000 yuan by the Shanghai Huangpu District Market Supervision and Administration Bureau for using minors under the age of ten as advertising spokespersons.

Screenshot from Shanghai Market Supervision Bureau.

　　The administrative penalty decision shows that on August 26, 2021, the Shanghai Huangpu District Market Supervision and Administration Bureau received an anonymous report from the 12345 government hotline: it reflected that Puma (Shanghai) Trading Co., Ltd. used minors on its WeChat public account "PUMA". It is against the advertising law to act as an advertising endorsement.

　　After investigation, the public account "PUMA" is independently operated by the parties, and the title of the public account "PUMA" is "Fearless Challenge, Are They Puma Exceptional Players?"

" was published by the parties on August 24, 2021.

There is a propaganda in the article that "Puma's exceptional player Niu is 7 years old", which uses Niu, a minor under the age of ten, as an advertising spokesperson.

　　It was also found that the party used Niu's name and image for publicity in order to recommend children's clothing and attract more children who love sports to pay attention to buying the party's brand.

　　Since the party concerned published advertisements using minors under the age of ten as advertising spokespersons on the WeChat public account "PUMA", the above-mentioned advertisements were suspected of violating the second paragraph of Article 38 of the "Advertising Law of the People's Republic of China". "Minors under the age of 10 as advertising spokespersons" constitutes the act of publishing advertisements that use minors under the age of 10 as advertising spokespersons.

　　In view of the fact that the parties published on a single media, there is no social impact, and there is no damage to human health, personal and property, and the circumstances are minor, it is decided to give the parties a lighter punishment.

Order to stop publishing illegal advertisements; eliminate the impact within the corresponding scope; fined RMB 100,000.

Screenshot from Tianyancha.

　　It is worth mentioning that in July 2020, Puma (Shanghai) Trading Co., Ltd. was fined 240,000 yuan by the Shanghai Putuo District Market Supervision and Administration Bureau for using minors under the age of ten as advertising spokespersons.

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