China fines company $120,000 over Dove chocolate ad promoting 'wrong views' on relationships

Chinese authorities fined a company about $120,000 for an advertisement it created for the American chocolate brand Dove, according to CBS MoneyWatch.

The ad featured a woman in a 'situationship' receiving chocolates from a man after her boyfriend ignored her, which caused controversy online in China.

Shanghai's Market Supervision Administration said the ad promoted 'wrong views on marriage and relationships' and violated good social customs by packaging unfaithfulness as a 'sweet experience.'

Dove, owned by Mars Inc., apologized in August, stating the ad did not follow its content review process and was inappropriate, taking responsibility for content on its official channels.

This action comes amid China's efforts to promote traditional family structures in response to a demographic crisis, with marriage registrations declining nearly 10% year-over-year.

Chinese authorities have previously reprimanded companies for ads deemed to promote inappropriate romantic relationships, including a recent case involving consumer electronics company OPPO.