Chinese TV Maker Criticized Over Pitch-Side Ad

Hisense, the world's third-biggest TV maker, "came under fire" from viewers in China for a pitchside banner advert promoting the company as "China's No 1 TV brand" during the Germany vs. Mexico match on June 17, according to Sarah Zheng of the SOUTH CHINA MORNING POST. Online commenters suggested the eight-character Chinese slogan "violated" China's advertising law banning companies from using superlatives such as "highest" or "best" in their promotions. Breaches of law can result in fines of up to 1M yuan ($153,900). Hisense did not respond to a request for comment. The company used the same slogan when it was the first Chinese sponsor of Euro 2016. Renmin University's Institute of Commercial Law Dir Liu Junhai reportedly said that Chinese advertising law is "very clear" about restricting language that described a company as "top-level" (SCMP, 6/22).