知名品牌“侮辱消费者人格”，被罚！

近日，国家企业信用信息公示系统显示，上海百事得电子有限公司因发布含有侮辱性文字内容的视频广告，被上海市静安区市场监督管理局罚款20万元。

A distributor of Logitech in China has been fined 200,000 yuan for releasing a promotional video that contained insulting language, according to the National Enterprise Credit Information Publicity System.

据了解，上海百事得电子有限公司为罗技（中国）科技有限公司的分销商，负责罗技在抖音平台的多个账号运营。

2026年3月25日-3月26日，上海百事得电子有限公司在“罗技”账号发布含有“当我一降价，你还不是像狗一样跑过来”侮辱性内容的降价促销视频广告，引发争议。

Shanghai Best Electronics Co Ltd, which is authorized by Logitech (China) Technology Co Ltd to operate several Logitech-branded accounts on Douyin, posted a discount advertisement on March 25–26, 2026, featuring the caption: "When I lower the price, you still come running like a dog." The video quickly drew widespread criticism online.

行政处罚决定书显示，上海市静安区市场监管局认为，该公司作为广告主对外所发布的视频广告文案内容，完全没有考虑到消费者的感受，客观上贬低、侮辱消费者人格，容易使用户产生不好的联想。该局认为该司发布的涉案广告视频违背公序良俗，并依法处以20万元罚款。

The Jing'an District Administration for Market Regulation in Shanghai ruled that the ad's copy "completely disregarded consumers' feelings", objectively "belittled and insulted consumer dignity", and was likely to provoke negative associations. The regulator found the advertisement violated public order and good customs, in breach of China's Advertising Law, and imposed the statutory fine.

3月26日深夜，微博账号@罗技中国 曾发布声明，就不当视频内容致歉。随后，上海百事得电子有限公司也通过抖音账号@罗技 发布了致歉信。（）

近年来，“冒犯式营销”正成为某些品牌的流量密码，但这背后的风险不容忽视。“半月谈”曾就此发文称，罗技作为一家积累了庞大用户群体的老牌企业，其文案赤裸裸地践踏了消费者的基本尊严：将降价促销视作高高在上的“施舍”，把追求性价比的消费者物化为呼之即来、挥之即去的“宠物”，瞬间击穿了大众对品牌的好感。品牌试图以价格战争夺市场，但绝没有资格向消费者的尊严开战。

The case has revived discussions about "offensive marketing" — a strategy some brands adopt to attract attention, though it carries notable reputational risks. In a commentary, the media outlet China Comment criticized the campaign, pointing out that Logitech, as a well-established brand with a large user base, had "trampled on consumers' basic dignity" by presenting price cuts as condescending charity and equating value-seeking shoppers with summoned pets. "Brands may fight price wars for market share, but they have no right to wage war on consumers' dignity," the commentary said.

来源：中国青年报 南方都市报 半月谈等

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