Logitech China Apologizes After Ad Calls Shoppers 'Dogs'

Logitech China issued an apology late Thursday after a promotional video posted by an authorized retailer described consumers as dogs, triggering widespread backlash online.

The video, promoting a computer mouse, carried the caption: "Once I cut the price, you'll come running like a dog." The post drew swift condemnation from users across Chinese social media platforms before being taken down.

In a statement, Logitech China said it was "shocked and deeply pained" by the "extremely inappropriate content" and offered its "most sincere apologies" to affected consumers.

Logitech China noted that the Douyin store is operated by Shanghai Best Electronic Co, which is authorized to manage sales of Logitech products on the platform.

Following an internal investigation, Logitech China said an employee of the firm had posted the video without going through the brand's required marketing review process, calling it a "serious violation" of company guidelines.

Logitech pledged to strengthen oversight of authorized stores and tighten its review of marketing materials to prevent similar incidents.

Shanghai Best Electronic Co also issued a separate apology through the store's Douyin account, saying the video had been permanently removed and that the employees responsible had been disciplined.