Extreme News reporter Zhao Delong

On June 23, the website of the National Enterprise Credit Information Publicity System published an administrative penalty information: Louis Vuitton (China) Commercial Sales Co., Ltd. was fined 200,000 yuan and ordered to stop publishing on suspicion of false publicity.

It is understood that Louis Vuitton (China) Commercial Sales Co., Ltd. is the official distributor of the “louisvuitton” brand authorized by Louis Vuitton (LV Company) in Chinese mainland, mainly selling various “louisvuitton” brand goods through offline physical stores and online official websites.

The polar news reporter saw in the document “Shanghai Jing’an District Market Supervision Administration Administrative Penalty Decision Letter” (Municipal Supervision Jing’an District [2021] No. 062019000249) that after investigation by the Shanghai Jing’an District Market Supervision Administration, since November 20, 2018, LV Company has sold a “LV” brand “SURENE BB handbag” (Item No. M43750) online on its official website. The product detail page advertises: “removable leather name tag, the finishing touch to highlight LV characteristics”, but there is no removable leather name tag in the actual sale, and the product information advertised on the webpage does not match the actual situation. On March 5, 2019, the Shanghai Jing’an District Market Supervision Administration opened a case for investigation into the company, which was suspected of violating the first paragraph of Article 4 of the Advertising Law of the People’s Republic of China.

According to the investigation documents, Louis Vuitton (China) Commercial Sales Co., Ltd. official website, the “product details” page layout of the product is: product name: SURENE BB handbag, product code: M43750, product image, product advertising promotion: “Gold chain handle, with a pair of calfskin padded shoulders, add color and elegance to this comfortable bag.” Detachable leather name tag, the finishing touch to LV character”, item price: 19900, and button icon “Put in shopping bag”. In order to promote the characteristics of the product, the parties used the advertising slogan “removable leather name tag, the finishing touch that highlights the LV character” on the website. The detachable leather name tag can place the user’s business card and other items, can play the function of marking and identifying the identity information of the handbag user, and can be worn or removed, which is one of the commodity accessories.

The “SURENE BB handbag” (Item No. M43750) sold on the party’s official website did not actually contain the “removable leather name tag” accessories. By the time of the incident, the product page views were 3475 times, and the product was not sold through the website. The parties rectified the content of the above-mentioned products within January 2019.

On June 25, polar news reporters found the corresponding products of the above documents on the official website of Louis Vuitton (China) Commercial Sales Co., Ltd., and the description has been changed to: gold chain handle, equipped with a pair of calfskin padded shoulders, adding color and elegant beauty to this comfortable bag.

Subsequently, the polar news reporter contacted Louis Vuitton (China) Commercial Sales Co., Ltd. to learn about the payment of fines and other related information, and the staff said that they would contact relevant personnel to reply.

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