Xiaomi will now think twice before using superlative adjectives in China!

Known as the Apple of China, Xiaomi is currently facing a probe for violating China's new advertising law that bans use of superlative adjectives for promoting products. The information was revealed in a state-run China Daily.

An investigation has been started against Xiaomi after the industry regulator suspected the Beijing-based mobile phones manufacturer is using phrases such as "the best" and "the most advanced" to promote its products on the Web. The law-enforcement staff had received a tip-off from a whistleblower.

As per a statement issued by the Haidian branch of the Beijing Administration for Industry and Commerce, Xiaomi’s behaviour could breach China's new advertising law that bans enterprises from using superlative adjectives in promotions.

After the law came into effective on September 1, Xiaomi is the first Internet enterprise to be investigated, China Daily reported.

However, Xiaomi has not yet commented on the allegation.

The new advertising laws in China aim to safeguard consumers from advertisements that dramatise and exaggerate the features of products to lure more and more consumers.

Zhu Dalin, an analyst at Beijing-based Internet consultancy Analysys International, told China Daily, “The new law will have a certain impact on Internet companies but not too much-after all, consumers are so accustomed to cliches such as 'the super phone' and 'the omnipotent TV' that these phrases make no real sense to them now."
(Image: images.dailytech.com)