A Chocolate Ad Romanticised Cheating—Its Shanghai Operator Was Fined RMB 800,000

A chocolate gift-box video has led to an RMB 800,000 fine for the Shanghai company operating a Dove flagship store on Kuaishou. Regulators said the advertisement presented romantic unfaithfulness as a sweet experience.

The Story Behind the Gift

The video described someone whose boyfriend had not bought her the Dove gift box she wanted. While he was away, she shared it with another romantic interest, who drove two hours to deliver it.

Shanghai Zongzheng Food Co., Ltd. designed, produced and posted the promotion in August 2026. It advertised Dove’s colourful chocolate gift box.

Who Was Fined?

The penalty was imposed on the store’s third-party operator. Shanghai’s Putuo District market regulator said the advertisement promoted improper relationship values and violated good social customs.

The authority imposed the fine under China’s Advertising Law in October. Shanghai’s market regulator disclosed the case on November 12.

Dove Had Already Apologised

On August 25, Dove apologised, saying a third-party store team had created and published the video without strictly following the brand’s content-review procedures.