Sony fined ¥1 million in China for violating ad laws and undermining national dignity

Japanese company Sony has been fined ¥1 million (US$155,647) by the Chinese authorities for violating advertising laws. The fine is in relation to promotions and ads launched around the 7 July incident in 1937 which marked the start of battle between the Chinese and Japanese leading the second Sino-Japanese War. As such, Sony’s Chinese division was accused of undermining national dignity and interests.

According to China's National Enterprise Credit Information Publicity System, the company had violated the advertising law of The People's Republic of China, saying that the company's actions had hurt the dignity of China. According to Nikkei Asia, the ¥1 million fine that Sony has to pay is the maximum amount.

The incident sparked netizens to question why the date was chosen rather than 9 am on 2 September which marked the signing of Japan’s surrender in World War II. Sony has since said that it deleted the posts on social and explained on Weibo that it was sorry for the misunderstanding over the dates chosen due to poor work arrangements.

According to Global Times, this isn’t the first time Sony has landed itself in hot water with netizens. Last year, also on 7 July, the brand released new zoom lenses. Meanwhile on 13 December 2019, a day of remembrance for the victims of the Nanjing Massacre in 1937, Sony also reportedly released new products with the tagline "never compromise."

Separately, foreign brands with operation in China have also fallen under consumer scrutiny in recent times. Earlier this year, Nike, adidas and H&M were among the brands that caused a stir in China after past statements of the brands taking a stand against Xinjiang-sourced cotton surfaced. Multiple media outlets including Reuters and ABC News, said Nike and adidas both said previously that they do not source products or yarn from the Xinjiang region. Meanwhile, H&M reportedly said in a 2020 statement that it was "deeply concerned" about reports surrounding accusations of forced labour in Xinjiang and that it did not source products from the region.

The online furore came after the European Union, UK, Canada and the US criticised China. Chinese netizens on Weibo then called for international brands to "get out" of the market and for "smearing Xinjiang cotton", ABC News said. Singer Wang Yibo also reportedly terminated his relationship with Nike.

Meanwhile, Chinese actor Zhang Zhehan was also recently being boycotted by brands and the China Association of Performing Arts (CAPA) after posting picture at Japan's Yasukuni Shrine as it is regarded by the Chinese authority as a symbol of militarism. 

According to multiple reports, more than 20 companies with commercial ties with Zhang, including beverage brand Wahaha, food company Hsu Fu Chi had, jewellery manufacturer and retailer Pandora and fabrics brand Shanghai Mercury Home Textile. The report also said Zhang apologised on Weibo, saying that he was ashamed of his ignorance, and deeply apologised for his previous misbehaviour. 

Apart from business collaborations, CAPA also called for a boycott of Zhang after the incident. The association said it is a basic professional ethic for cultural-activities-engaging actors to know the history and ignorance is not an excuse. It added that Yasukuni Shrine is the symbol of Japanese militarism in launching its war of aggression and a place where right-wing Japanese deny history and beautify the war. C

APA said Zhang's highly improper behaviour not only harms national emotion, but also brings bad influence on youths who follow him as an influencer.

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