According to the news on February 10, the Tianyancha App shows that recently, Puma (Shanghai) Trading Co., Ltd. (hereinafter referred to as "Puma") was fined 100,000 yuan by the Shanghai Huangpu District Market Supervision and Administration Bureau for using minors under the age of 10 as advertising spokespersons and violating the relevant provisions of the Advertising Law.
According to public information, Puma is a German sports brand, and its products involve running, football, golf and even racing. Puma Group owns brands such as PUMA, Cobra Golf and Tretorn.
It is worth mentioning that this is not the first time puma has been punished for using minors as spokespersons. As early as 2020, the company was fined 240,000 yuan for the appearance of child stars Cui Yahan (Ala Lei) and Shan Yuhao in promotional photos.
Recently, in order to standardize commercial advertising endorsement activities, guide commercial advertising spokespersons and relevant entities in endorsement activities to comply with laws and regulations, and adhere to the correct advertising and publicity orientation, the Shanghai Market Supervision Bureau once again clearly stipulates that advertisers need to conduct background content review and daily conduct investigations on advertising spokespersons before organizing advertising endorsement activities, and do not select minors under the age of 10 as advertising endorsements. (Article | Author of "Finance and Economics" Weekly, Tang Guo)