China fines company $120,000 over Dove chocolate ad criticized for infidelity

Fine follows online backlash

Zongzheng Food was fined 800,000 yuan, equivalent to about $120,000, last month, Shanghai authorities said Thursday. The company created the advertisement and operates a Dove store on Chinese e-commerce platform Kuaishou.

The video first appeared online in August. It showed a woman receiving chocolates from a man she was in a “situationship” with after her boyfriend ignored her, and drew criticism from social media users who said it promoted infidelity.

Authorities cite social customs

The Shanghai Municipal Market Supervision Administration said the ad presented unfaithfulness as a “sweet experience.” The agency said it promoted inappropriate views on marriage and relationships and violated good social customs. The fine comes as China faces a demographic crisis, with the birth rate having halved over the past decade. Authorities have promoted traditional family structures in response.

Dove accepts responsibility

Dove apologized in August, saying the advertisement did not follow its content review process and was “clearly inappropriate.” The chocolate brand said on Weibo that it bore responsibility for content posted to its official channels. Chinese authorities have also criticized other companies over portrayals of romantic relationships. In May, electronics company OPPO said it had severely punished several executives over an advertisement joking about infidelity, which authorities had publicly condemned.

Marriage registrations decline

Marriage registrations in China fell 9.8% year over year from January to September, reaching 4.6 million, according to data from the civil affairs ministry released last week. Dove is owned by Mars Inc., based in McLean, Virginia.