A Chinese authorised Logitech distributor has been fined RMB200,000 (approximately RM118,000) after an online advertisement posted on the brand’s official flagship store compared customers to dogs, sparking widespread public backlash earlier this year.
According to Chinese business information platform Qichacha, Shanghai Best Electronics Co., Ltd., which operates the Logitech G Official Flagship Store on Douyin, was penalised by the Shanghai Jing’an District Administration for Market Regulation for publishing an advertisement deemed offensive and in violation of China’s Advertising Law.
Authorities ruled that the advertisement contained content that “disrupted public order and violated accepted social values”. The company was ordered to stop publishing the advertisement and fined RMB200,000 (approximately RM118,000).
The controversy began on March 26, when the Douyin account uploaded a promotional video for the Logitech G GPW3 gaming mouse.
The advertisement first displayed the caption: “When you say, ‘I’m not spending another cent.'” It then showed the gaming mouse alongside the text: “Seriously, once I lower the price, you’ll come running back like a dog anyway.”
The remark, which compared customers to dogs, quickly triggered widespread criticism online. Following numerous complaints, the promotional video was removed from the platform.
On the same day, Logitech China issued a public apology, explaining that the Douyin flagship store was operated by its authorised distributor, Shanghai Best Electronics.
The company said the controversial advertisement had been uploaded by an employee without Logitech China’s review or approval. It pledged to strengthen oversight of its authorised online stores to prevent similar incidents.
Shanghai Best Electronics also apologised publicly, acknowledging shortcomings in its store management and corporate values. The company said it accepted full responsibility and would not shift the blame onto junior staff members.
The latest administrative penalty names Shanghai Best Electronics as the advertiser and party responsible for the violation, without assigning further legal responsibility to Logitech China.
However, industry observers noted that the advertisement was published through an official Logitech-branded account, highlighting the reputational risks companies face even when their online stores are managed by third-party distributors.
