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Conspicuous consumption has long been a double-edged sword of freedom to buy versus the never ending pursuit of the thrill of acquisition. Commercials and star endorsements have been growing at record pace in China for the last two decades and is now also falling victim to the recent Chinese government crackdown on the broader entertainment industry. This week a new decree came down that required heightened scrutiny and approval for any commercials to air on TV, including reviewing the content, message, and impression. Also of concern is whether stars will be held accountable for shilling products they haven’t personally used and liked, i.e. selling crap for a quick buck. All of this is no surprise but expect a tick down on CFs and star billboards in the recent period to come until things potentially loosen back up.
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Not surprised.
I personally feel this crackdown is reasonable. Chinese celebrities promoting expensive goods that they don’t use/wouldn’t personally buy seems misleading.
And the younger/easily influenced fans will just throw their money away because the celebrities promoted it. I’ve had people telling me “it is their choice to buy it”, but these could be young fans who are didn’t know better and using their/their parents hard earned money.
P.s. someone from a low/middle income household family
Not surprised, there were a few food endorsements where fans were made to buy highly overpriced items, imagine selling a few packets of chips for $50 just because a few gifts with the celeb’s face on it were included in the package. There were also cases of celebrities endorsing cancerous food and items that did not pass quality checks.
Why did you choose Zhao Liying and Xiao Zhan’s photos for such an article though? Misleading people into thinking they were the celebrities involved?