被罚6.5万元，百万粉丝网红致歉

近日，网红“大鑫”在直播间售卖“100%纯牛肉”涉嫌虚假宣传一事，引发广泛关注。

据九派新闻消息，山东的邢先生表示，其在“大鑫”的直播间购买了4袋肥牛卷。直播中，“大鑫”介绍该肥牛卷为100%纯牛肉，并在纸板上写“假一赔万，支持任何机构检测”。

Recent controversy has erupted over Chinese influencer Da Xin, who is facing backlash and a significant fine for misleading consumers during a live-stream session by selling synthetic beef labeled as "100 percent pure beef".

According to a report by Jiupai News, a customer surnamed Xing from Shandong province purchased four bags of "beef rolls" from Da Xin's live-stream channel. During the broadcast, Da Xin prominently displayed a sign promising "If fake, we pay 10,000 times the price, support testing by any institution," and verbally guaranteed the product was pure beef.

但邢先生发现，该肥牛卷的配料表中除牛肉外，还含有饮用水、食用盐、大豆蛋白、变性淀粉等其他物质。

However, upon receiving the product, Xing discovered the ingredient list included not only beef but also water, salt, soy protein, and modified starch, contradicting the "100 percent pure beef" claim.

当地市监局：虚假宣传，处罚6.5万元！

2月6日，山东聊城莘县市场监督管理局以虚假宣传为由，对“大鑫”所在公司聊城市鼎友文化传媒有限公司处罚6.5万元。

处罚决定书显示，涉案产品的标签配料表显示含有牛肉、食用盐、大豆蛋白、变性淀粉等，经查，当事人通过直播形式将合成牛肉宣称为纯牛肉的行为构成通过直播对商品作虚假宣传的违法事实。该产品在当事人直播间链接共计销售397单，每单89.9元，共计销售金额35690.3元，当事人按照10%收取直播带货佣金，共计收取3569元。

On Feb 6, the Market Supervision Administration in Shen county, Shandong province, penalized Da Xin's affiliated company, Liaocheng Dingyou Media Co, for deceptive marketing practices. The company was fined 65,000 RMB.

An investigation confirmed the product was a processed composite, and not pure beef. The influencer's promotional content, delivered during live-streamed sales, falsely represented the item, constituting illegal false advertising. Records showed 397 orders were placed through the influencer's link at 89.9 RMB each, totaling 35,690.3 RMB in sales. The company earned 3,569 RMB in commissions from these sales.

依据《网络反不正当竞争暂行规定》第三十四条、《中华人民共和国反不正当竞争法(2025修订)》第二十五条第一款以及《中华人民共和国行政处罚法》第二十八条的规定，2月6日，莘县市场监督管理局对聊城市鼎友文化传媒有限公司予以行政处罚，罚款65000元，上缴财政。

关于消费者损失的相关处理，莘县市场监督管理局工作人员表示，由于聊城市鼎友文化传媒有限公司向该局出具了拒绝调解书，根据《市场监管投诉举报处理暂行办法》第二十一条，该局终止调解，消费者如需对方赔偿，可以通过法律途径解决。

“按照法律规定，他应该赔我500元，我准备起诉。”邢先生表示。

The administration cited violations under relevant anti-unfair competition and consumer protection laws. However, regarding consumer compensation, the company refused mediation. Officials stated that affected consumers would need to seek direct compensation through legal channels, as the company had rejected regulatory mediation. Xing has stated his intention to sue, seeking 500 RMB in statutory compensation.

“大鑫”致歉但未赔偿消费者

2月13日，“大鑫”在其账号上发布道歉视频称，做错了就该罚，是讲解产品环节出了问题，产品是符合标准的。

“不应该供应商或者厂家写出来什么，就放心去读，因为有很多违禁词不能出现在直播间讲解产品当中，我对自己专业知识的不足承认错误。”同时，“大鑫”在视频中表示，不认可有人在此事上对其进行敲诈勒索。

On Feb 13, Da Xin issued a public apology video, acknowledging the mistake and the fine. He attributed the error to a lack of professional knowledge, claiming he simply read the product information provided by the supplier without verifying its accuracy for a live-stream format.

“大鑫”的账号主页显示，目前，其粉丝量已超199万。

Despite the apology, reports indicate no compensation has been offered to affected buyers. Da Xin's social media profile currently boasts nearly 2 million followers.

邢先生的代理律师北京富力律师事务所殷清利表示，目前已经有十多位消费者主动联系欲共同提起欺诈消费民事诉讼。

《中华人民共和国消费者权益保护法》第五十五条第一款，经营者提供商品或者服务有欺诈行为的，应当按照消费者的要求增加赔偿其受到的损失，增加赔偿的金额为消费者购买商品的价款或者接受服务的费用的三倍；增加赔偿的金额不足五百元的，为五百元。

来源：中国青年报 九派新闻 鲁网聊城

跟着China Daily

精读英语新闻

“无痛”学英语，每天20分钟就够！