{"topic_id":"cn_hangzhou_pet_co_celebrity_650k_endorsement_2024","category":"cn-recalls","context":"---\ntopic_id: cn_hangzhou_pet_co_celebrity_650k_endorsement_2024\ncategory: cn-recalls\ntitle: \"CN 杭州某宠物公司 650 万元明星代言违法案 (2024 年行政处罚) — 明星\\\"铲屎官代言人\\\"代言宠物食品, 违反《广告法》第二十一条第二项\"\nlang: en\nsource: \"杭州市市场监督管理局 杭州市司法局 联合发布《网络带货主播从业领域典型案例》(2025-11), 案例 9 (PDF 第 32-36 页)\"\ndate_parsed: 2026-07-21\ntokens_estimated: 1020\nverification:\n  method: regex_loose_match_with_reference\n  claims: 8\n  passed: 8\n  date: 2026-07-21\nsource_document: \"China pet food recall notice\"\ncitation:\n  authority: \"MOA Announcement No\"\n  title: \"CN 杭州某宠物公司 650 万元明星代言违法案 (2024 年行政处罚) — 明星\\\\\\\\\\\\\"铲屎官代言人\\\\\\\\\\\\\"代言宠物食品, 违反《广告法》第二十一条第二项\"\n  url: \"\"\n  retrieved: \"2026-07-21\"\n  ref: \"\"\n  doc_type: \"official PDF\"\n  needs_review: true\nauthority_tier: T1\nauthority_tier_basis: \"T1:cn-gov\"\nauthority_tier_date: 2026-08-04\n---\n\n# CN 杭州某宠物公司 650 万元明星代言违法案 (2024 年行政处罚)\n\nThis is the largest-known monetary penalty in a Chinese pet-food celebrity-endorsement advertising-violation case — a **CN¥6.5 million** (含税, tax-included) celebrity endorsement fee violated Article 21(2) of the Advertising Law (《广告法》), and the Hangzhou Municipal Market Regulation Bureau (杭州市市场监督管理局) imposed an administrative penalty.\n\n## Case core facts\n\n| Field | Detail |\n|---|---|\n| Entity | A certain pet-products Co., Ltd. (operating stores on multiple e-commerce platforms) |\n| Endorsing celebrity | A certain artist (name not public) |\n| Contract signed | **2021-08-13** — service contract with a certain culture-development Co., Ltd. |\n| First broadcast | **2021-09-14** — promotion began across multiple platforms |\n| Endorsement term | 1 year |\n| Endorsement fee (tax-incl.) | **CN¥6.5 million** (650 万元) |\n| Filming fee | ≈ CN¥340,000 (34 万余元, tax-incl.) |\n| Penalty authority | Hangzhou Municipal Market Regulation Bureau (杭州市市场监督管理局) |\n| Penalty time | **2024** (specific date not stated in the PDF) |\n| Legal basis | Advertising Law (《中华人民共和国广告法》) Art. 21(2) |\n\n## Core violation\n\n### Endorsement copy (verbatim)\n\n> \"作为资深铲屎官的代言人，无论猫狗吃的宠粮、冻干还是罐头和零食，都会选择 [心]\" — *\"As the spokesperson for a seasoned pet-owner (铲屎官), I would choose [heart] for whatever pet food, freeze-dried, canned food or snacks my cats and dogs eat.\"*\n\nIt was published with multi-platform video + caption.\n\n### Legal characterisation\n\nThe artist's \"use and endorsement of feed … constitutes a recommendation and proof of the party's feed in the capacity of a **celebrity user**\" — violating:\n\n> Advertising Law (《中华人民共和国广告法》) Art. 21(2): advertisements for pesticides, veterinary drugs, feed and feed additives may not contain the following: … (2) **recommendations or proof using the name or image of research bodies, academic institutions, technology-extension bodies, industry associations, or professionals / users**.\n\nThe party argued the artist actually used its products to feed pets. But \"actual use\" cannot serve as a defence for \"endorsement + recommendation\" — Art. 21(2) protects consumers from identity-induced inducement, not the truthfulness of the endorsement.\n\n## Penalty amount composition\n\nThe Hangzhou MRB, under Advertising Law Art. 58, fines ad operators/publishers at 1–3× the ad fee (or a CN¥100,000–200,000 floor when the fee is incalculable/clearly understated). In this case:\n\n- Endorsement fee **CN¥6.5 million** (high-value endorsement)\n- Filming fee ≈ CN¥340,000 (34 万余元)\n- Feed-class advertisement (high-sensitivity category)\n- Party is a **multi-platform store operator** (wide dissemination)\n\n→ Aggravating circumstances applied; the actual penalty was calculated on a multiple of the endorsement fee plus the ad-fee rules (detailed amount not disclosed in the public PDF, but the CN¥6.5 million endorsement fee is the disclosed baseline).\n\n## Compliance boundary for celebrity pet-food endorsement in China\n\n| Allowed | Prohibited |\n|---|---|\n| Ordinary celebrity product-sharing (non-recommendation/proof) | Celebrity recommending in \"celebrity user\" / \"spokesperson\" capacity |\n| Pure brand endorsement (non-feed ads) | Feed/veterinary-drug/additive recommended by celebrity/professional |\n| Genuine-use experience sharing (non-contract form) | Fabricated \"seasoned pet-owner\" (资深铲屎官) user identity |\n| Video showing product appearance only | Video captions steering purchase |\n\n## Comparison with EU/US\n\n| Dimension | EU | US | **CN (this case)** |\n|---|---|---|---|\n| Federal endorsement oversight | EU Endorsement Directive (2006/114/EC), voluntary | FTC Endorsement Guides 16 CFR Part 255, mandatory | Advertising Law Art. 21, mandatory |\n| Celebrity endorsing feed/vet drugs | No explicit feed-law ban; general consumer-protection applies | FDA CVM bars \"disease claims\" | **Explicitly prohibited** (Art. 21(2)) |\n| Endorsement-fee transparency | Contract freedom | Contract freedom | Administrative-penalty baseline |\n| Actual penalty strength | Lighter (contract disputes) | Medium (class action) | **High (floor CN¥100,000–200,000 or 1–3× ad fee)** |\n\n## Tightening of \"铲屎官\" marketing regulation in China's pet-food sector\n\n2024–2025 is a **tightening period** for \"celebrity endorsement + pet-owner image\" marketing:\n\n- **2024-11**: administrative penalty in this case\n- **2025-11**: Hangzhou issued typical cases (including this case as Case 9)\n- **2025-06**: the companion Case 8 (Hangzhou network-tech CN¥400,000 fine)\n- Trend: regulation shifting from \"ex-post penalty\" to \"ex-ante compliance guidance\", issuing the *Livestream Host Risk-Control Legal Guide* (《网络带货主播从业风控法务指引》).\n\n## Source\n\n`pdf-raw/cn-recalls/hangzhou-2025-live-streaming-cases.pdf` (杭州市市场监督管理局 + 杭州市司法局, *Typical Cases in the Field of Livestream Hosting* (《网络带货主播从业领域典型案例》), 2025-11, PDF 15,485,638 bytes, Case 9 at pp. 32–36; Tavily extract backup 2026-07-21).\n\nFor the related livestream-ad case (Hangzhou network-tech CN¥400,000 fine), see companion topic `cn_hangzhou_livestream_400k_fine_petfood_202506`. For the production-quality case (Hebei Guopai 2025-09), see companion topic `cn_guopai_pet_food_15000_fine_20250918`. For the underlying EU Reg 767/2009 pet-food labelling framework, see companion topic `eu-reg-767-2009/01_article_19_pet_food_labelling`.","sources":["MOA Announcement No — CN 杭州某宠物公司 650 万元明星代言违法案 (2024 年行政处罚) — 明星\\\\\\\\\\\\\"铲屎官代言人\\\\\\\\\\\\\"代言宠物食品, 违反《广告法》第二十一条第二项 (retrieved 2026-07-21)"],"source":{"authority":"MOA Announcement No","title":"CN 杭州某宠物公司 650 万元明星代言违法案 (2024 年行政处罚) — 明星\\\\\\\\\\\\\"铲屎官代言人\\\\\\\\\\\\\"代言宠物食品, 违反《广告法》第二十一条第二项","url":"http://www.samr.gov.cn/","retrieved":"2026-07-21","ref":"","doc_type":"official PDF","source_document":"China pet food recall notice","verification_file":"杭州市市场监督管理局 杭州市司法局 联合发布《网络带货主播从业领域典型案例》(2025-11), 案例 9 (PDF 第 32-36 页)"},"source_document":"China pet food recall notice","source_file":"杭州市市场监督管理局 杭州市司法局 联合发布《网络带货主播从业领域典型案例》(2025-11), 案例 9 (PDF 第 32-36 页)","trust":{"authority_tier":"T1","fidelity":"verbatim","license":null,"display_grade":"A"},"tokens_estimated":1020,"generated_at":null,"tip":"Use /api/v1/topics to discover more topics. /api/v1/nutrient for precise single-point queries. /api/v1/cross_compare for 2-3 standard comparisons."}