被罰6.5萬元，百萬粉絲網紅致歉

近日，網紅“大鑫”在直播間售賣“100%純牛肉”涉嫌虛假宣傳一事，引發廣泛關注。

據九派新聞消息，山東的邢先生表示，其在“大鑫”的直播間購買了4袋肥牛卷。直播中，“大鑫”介紹該肥牛卷為100%純牛肉，并在紙板上寫“假一賠萬，支持任何機構檢測”。

Recent controversy has erupted over Chinese influencer Da Xin, who is facing backlash and a significant fine for misleading consumers during a live-stream session by selling synthetic beef labeled as "100 percent pure beef".

According to a report by Jiupai News, a customer surnamed Xing from Shandong province purchased four bags of "beef rolls" from Da Xin's live-stream channel. During the broadcast, Da Xin prominently displayed a sign promising "If fake, we pay 10,000 times the price, support testing by any institution," and verbally guaranteed the product was pure beef.

但邢先生發現，該肥牛卷的配料表中除牛肉外，還含有飲用水、食用鹽、大豆蛋白、變性淀粉等其他物質。

However, upon receiving the product, Xing discovered the ingredient list included not only beef but also water, salt, soy protein, and modified starch, contradicting the "100 percent pure beef" claim.

當地市監局：虛假宣傳，處罰6.5萬元！

2月6日，山東聊城莘縣市場監督管理局以虛假宣傳為由，對“大鑫”所在公司聊城市鼎友文化傳媒有限公司處罰6.5萬元。

處罰決定書顯示，涉案產品的標簽配料表顯示含有牛肉、食用鹽、大豆蛋白、變性淀粉等，經查，當事人通過直播形式將合成牛肉宣稱為純牛肉的行為構成通過直播對商品作虛假宣傳的違法事實。該產品在當事人直播間鏈接共計銷售397單，每單89.9元，共計銷售金額35690.3元，當事人按照10%收取直播帶貨傭金，共計收取3569元。

On Feb 6, the Market Supervision Administration in Shen county, Shandong province, penalized Da Xin's affiliated company, Liaocheng Dingyou Media Co, for deceptive marketing practices. The company was fined 65,000 RMB.

An investigation confirmed the product was a processed composite, and not pure beef. The influencer's promotional content, delivered during live-streamed sales, falsely represented the item, constituting illegal false advertising. Records showed 397 orders were placed through the influencer's link at 89.9 RMB each, totaling 35,690.3 RMB in sales. The company earned 3,569 RMB in commissions from these sales.

依據《網絡反不正當競爭暫行規定》第三十四條、《中華人民共和國反不正當競爭法(2025修訂)》第二十五條第一款以及《中華人民共和國行政處罰法》第二十八條的規定，2月6日，莘縣市場監督管理局對聊城市鼎友文化傳媒有限公司予以行政處罰，罰款65000元，上繳財政。

關于消費者損失的相關處理，莘縣市場監督管理局工作人員表示，由于聊城市鼎友文化傳媒有限公司向該局出具了拒絕調解書，根據《市場監管投訴舉報處理暫行辦法》第二十一條，該局終止調解，消費者如需對方賠償，可以通過法律途徑解決。

“按照法律規定，他應該賠我500元，我準備起訴。”邢先生表示。

The administration cited violations under relevant anti-unfair competition and consumer protection laws. However, regarding consumer compensation, the company refused mediation. Officials stated that affected consumers would need to seek direct compensation through legal channels, as the company had rejected regulatory mediation. Xing has stated his intention to sue, seeking 500 RMB in statutory compensation.

“大鑫”致歉但未賠償消費者

2月13日，“大鑫”在其賬號上發布道歉視頻稱，做錯了就該罰，是講解產品環節出了問題，產品是符合標準的。

“不應該供應商或者廠家寫出來什么，就放心去讀，因為有很多違禁詞不能出現在直播間講解產品當中，我對自己專業知識的不足承認錯誤。”同時，“大鑫”在視頻中表示，不認可有人在此事上對其進行敲詐勒索。

On Feb 13, Da Xin issued a public apology video, acknowledging the mistake and the fine. He attributed the error to a lack of professional knowledge, claiming he simply read the product information provided by the supplier without verifying its accuracy for a live-stream format.

“大鑫”的賬號主頁顯示，目前，其粉絲量已超199萬。

Despite the apology, reports indicate no compensation has been offered to affected buyers. Da Xin's social media profile currently boasts nearly 2 million followers.

邢先生的代理律師北京富力律師事務所殷清利表示，目前已經有十多位消費者主動聯系欲共同提起欺詐消費民事訴訟。

《中華人民共和國消費者權益保護法》第五十五條第一款，經營者提供商品或者服務有欺詐行為的，應當按照消費者的要求增加賠償其受到的損失，增加賠償的金額為消費者購買商品的價款或者接受服務的費用的三倍；增加賠償的金額不足五百元的，為五百元。

來源：中國青年報 九派新聞 魯網聊城

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