Introduction:The well-known yogurt brand Blueglass was fined 400,000 yuan by the Beijing Chaoyang District Market Supervision and Administration Bureau due to an advertisement deemed vulgar and sexually suggestive, violating public order. Although the product has been renamed, its ingredients still include sensitive components such as maca and deer antler, drawing market attention. This article details the incident and analyzes the boundaries of brand marketing and compliance essentials.

Recently, the Beijing Chaoyang District Market Supervision and Administration Bureau issued a 400,000 yuan fine to the popular yogurt brand Blueglass for an advertisement that was determined to be vulgar and sexually suggestive, in violation of the Advertising Law and detrimental to public order.

The incident originated from the 'Superboy Boyfriend Power Comeback' series of yogurt launched in May this year, which included two flavors: Mint Dark Chocolate Honeydew and Mint Honeydew. This series contained ingredients such as Cistanche, Polygonatum, ginseng, and deer antler fungus—substances traditionally associated with aphrodisiac effects, thus sparking widespread discussion.

In promoting the product, the brand used slogans such as "I don’t sell to those under 18," "I suggest one cup a day, more than that I won’t sell," and "I dare not sell to those over 60." Many consumers considered the marketing tactics vulgar and clearly suggestive.

At the time, Blueglass customer service responded that the related advertisements had no intention of being suggestive. However, the Beijing Chaoyang District Market Supervision and Administration Bureau found that the brand promoted the two 'Boyfriend Power Yogurts' at 55 stores in Beijing and on third-party platforms, and displayed related lightbox advertisements at 16 stores, with content consistent with the aforementioned phrases.

Subsequently, Blueglass removed all related advertisements on May 9, but recently the Beijing Chaoyang District Market Supervision and Administration Bureau officially issued an administrative penalty decision, fining the operator, Beijing Yuehuo Catering Management Co., Ltd., 400,000 yuan.

The administrative penalty decision pointed out that yogurt, as a common food for the public, has nutritional and gut-improving functions and is loved by people of all ages. However, the brand’s advertisements emphasized specific age divisions and implied male sexual function through imagery and wording. The content was vulgar, suspected of being sexually suggestive, inconsistent with the healthy image of yogurt, and detrimental to the physical and mental health of minors, clearly violating socialist spiritual civilization and public order.

Therefore, the regulatory authority ordered the company to immediately rectify the illegal behavior and imposed a 400,000 yuan fine.

However, Beijing News reporters recently found in the Blueglass mini-program that although the 'Superboy Comeback' advertisement image still exists, the related product has been renamed 'Good Spirit Comeback.'

Although the product flavors have been adjusted, the Xiaoju bag ingredients still contain maca, deer antler, Polygonatum, and ginseng, and indicate "Not suitable for adolescents under 14, pregnant women, breastfeeding women, and those allergic to oysters or probiotics. It is recommended to consume no more than one cup per day." These ingredients continue to raise market questions about the product’s positioning and advertising compliance.

This incident serves as another reminder to brands that product marketing should not only focus on creativity and appeal, but also strictly comply with advertising laws and regulations, avoid touching on sensitive topics and the bottom line of public order and morals, and ensure that marketing activities are legal and compliant.

The above content is compiled by CoffeeHunters, a coffee news website.