Guangming Dairy Was Fined 300000 Yuan?

Recently, Shanghai market supervision and Administration Bureau of Bright Dairy Co., Ltd. (600597. SH) of a punishment decision circulated in the network.

According to the administrative penalty decision No. [2020] 322020000119 issued by the Shanghai Stock Exchange general office, Bright Dairy has violated Article 9 (4) of the advertising law of the people's Republic of China because "the map of China used in the advertisement does not express the integrity and accuracy of China's territory", and "damages the dignity or interests of the state and divulges State secrets", He was ordered to stop publishing and was fined 300000 yuan.

According to the punishment decision, Guangming Dairy Co., Ltd. released the video advertisement of strategic planning of Bright Dairy Co., Ltd. from June 8, 2018 to April 9, 2020 through its official website (http: / / www.brightdairy. COM /). The map of China used in the video advertisement "strategic planning of Bright Dairy Co., Ltd. in 2016-2020" was not completely and accurately expressed in the map of China

It is worth mentioning that the advertisement was produced by Shanghai Ximeng culture media Co., Ltd. entrusted by Bright Dairy Co., Ltd. (handled separately). The advertising cost is 70000 yuan, which has been settled.

According to public information, Shanghai Ximeng was established on October 28, 2014 with a registered capital of 5 million yuan. It is a film and television organization integrating film and Television planning, shooting and post production. It has long been committed to the planning and production of promotional films, character interviews, feature films, scenery films, advertising films, high-end celebrations, etc.

It can be said that if you don't spend 70000 yuan on the production of other people's advertisements, they will be punished because of the large amount of money they spent on making advertisements.

Guangming dairy mainly produces and sells fresh milk, fresh yogurt, normal temperature yogurt, Lactobacillus drinks, infant and middle-aged and elderly milk powder, cheese, butter, cold drinks and other products.

According to the financial reports over the years, in 2018 and 2019, the advertising expenses of Guangming dairy reached 674 million yuan and 649 million yuan respectively, accounting for 13.5% and 13.35% of its sales expenses of that year respectively.

In the first half of 2020, the advertising expenses of Guangming dairy reached 539 million yuan, more than 80% of the total advertising expenses of last year.