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China Slaps Heavy Fine on Top Dating Platform for False Ads

In one of the largest penalties ever issued to a dating platform, Zhenai — one of China’s oldest matchmaking services — has been fined 1.7 million yuan ($232,000) for false advertising.

China’s State Administration for Market Regulation announced action against Zhenai for false advertising after concluding the company used automated template messages to mislead users. These pre-written messages exaggerated membership numbers, sent fictitious notifications, and promoted fabricated success stories in marketing campaigns.

Regulators said Zhenai’s actions infringed on consumer rights, damaged the matchmaking industry’s reputation, and disrupted fair market competition. Authorities have since instructed the company to improve internal oversight and standardize its operations.

The case underscores broader issues within China’s online matchmaking industry. While the Interim Provisions on Anti-Unfair Competition on the Internet, issued last May, ban false or misleading promotions, experts argue enforcement remains weak, leaving room for companies to exploit loopholes.

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