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BMW China's official microblog was punished by Beijing's Chaoyang District Market Supervision Administration for retweeting topics related to Olympic hot spots during the Olympic Games, according to a penalty posted on the website of the National Enterprise Credit Information Publicity System.

According to the administrative penalty decision, during the Tokyo Olympic Games in Japan, BMW posted 10 text propaganda microblogs with "#Watching the Olympic Games #" and "#To the Spirit of Athletes #" on its real-name verified microblog number "BMW China" from July 23 to August 8,2021, accompanied by relevant brand posters.

Generally speaking, the official micro blog of some automobile enterprises is outsourced to the maintenance of third-party companies according to the annual framework. On the one hand, it does daily brand publicity, on the other hand, it combines the current social hot spots to write copywriting to guide netizens to forward, so as to spread the brand, which is what netizens usually call hot spots. Under normal conditions, netizens and content publishers have formed a certain interactive consensus, which will not violate relevant laws. Of course, often walk in the river where there is no wet body, hot rub more inevitably sometimes rollover.

Most of the hot topics, there is no right person this term, and the Olympic Games is relatively easy to overturn the field, essentially, the Olympic Games was originally a global sports event, but the Olympic Committee of the host country has the management power over this symbol.


BMW China explained to the Market Supervision Bureau that its hot search entry using "#Watching the Olympic Games #" was authorized by the company's media buying agency Shanghai Leo Bena Advertising Co., Ltd. Beijing Branch after communication with Sina Weibo, but confirmed by a letter from the Olympic logo owner Beijing 2022 Winter Olympics and Winter Paralympics Organizing Committee that the parties concerned had not obtained authorization to use the Olympic logo for commercial purposes. The party concerned did not use this publicity to obtain relevant economic benefits, so it was determined as no illegal business amount. In response, Beijing City Chaoyang District Market Supervision Administration ordered BMW to correct the above-mentioned illegal acts and fined 50000 yuan.

As the 2022 Winter Olympics approached, at the end of last year, the Market Supervision Bureau began to strengthen the enforcement of Olympic symbols. In November 2021, Douban was fined for illegal use of Olympic-related signs. Recently, Douban affiliated company Beijing Douwang Technology Co., Ltd. violated Article 4, Paragraph 2 of the Regulations on the Protection of Olympic Symbols (2018). He was punished for illegally using terms and symbols such as "Tokyo Olympic Games","Olympic Games" and "Five Rings Pattern" on his corporate micro blog.

BMW China's large probability of punishment will be borne by a third-party public relations company. The amount of punishment is not too large for the enterprises of both parties involved. It just hurts the employees involved. They just want to follow the hot topic during the Olympic Games. Unexpectedly, they accidentally bring trouble to their company and customers. The topic can be followed. Law-abiding is the most important.

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