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Authorities in the High-Tech Zone of Hefei, Anhui province, have launched an investigation into a company accused of misleading consumers during live-stream sales of a brand of mooncakes, according to a Tuesday announcement from the local market regulation department. The case will be handled based on the findings of the investigation and relevant regulations.
合肥高新区市场监督管理局发布通报称，对三只羊网络科技有限公司在直播中涉嫌“误导消费者”等行为，已立案调查，将根据调查结果依法依规处理。
The mooncakes in question, branded as "Hong Kong Meicheng Mooncakes," were sold in live-stream sessions hosted by influencers affiliated with Sanzhiyang Network Technology, a Hefei-registered company. Three packages of the mooncake were sold at 169 yuan ($23.8).
近日，三只羊集团创始人张庆杨（疯狂小杨哥）等主播在直播间声称“香港大牌美诚月饼”是香港高端品牌，里面是黑松露，还是米其林大师调制的。在直播间中售价为169元三盒。
The brand has sparked controversy after several agents and netizens noted that while the name suggests a Hong Kong origin, no physical stores were found in Hong Kong. Furthermore, the mooncakes' packaging indicated that they were produced in Guangzhou and Foshan, Guangdong province.
但多名代理商和网友表示，美诚月饼在香港没有门店。也有网友晒出已购月饼的产地信息，基本都是广州和佛山。因此纷纷质疑三只羊网络科技有限公司在直播中涉嫌“误导消费者”等行为。
Many consumers raised concerns about potential false advertising, claiming their refund requests were denied. Meicheng Mooncakes' customer service responded that "mooncakes are seasonal and special food items" and are therefore not eligible for the 7-day no-reason return or exchange policy.
有网友在网上发帖称，自己买了9箱美诚月饼，发现网上热议并非香港月饼后感觉受骗，要求退货但被客服以“月饼是季节性和特殊食品，不符合 7 天无理由退换货政策”为理由拒绝。
On Sept 14, Meicheng Mooncakes' customer service explained that the brand is registered in Hong Kong and holds a trademark certificate. They also stated that the brand's research and development team is based in Hong Kong. However, by that evening, live-stream sales of the product had stopped, and major e-commerce platforms like Tmall and JD had removed the mooncakes from their listings.
14日，涉事品牌方客服回应称，品牌从未说“香港美诚月饼”是香港生产的，但在香港、广东都有公司，在内地设有生产基地和运营中心，属于合法合规经营销售。当晚，“三只羊”旗下直播间最终停止销售美诚月饼，并关闭了评论功能以应对汹涌的负面评论。淘宝等平台也下架了美诚月饼。
Wen Xiaofeng, a lawyer at Guangdong Bingjia Law Firm, said whether false advertising occurred depends on whether the live-stream hosts emphasized the mooncakes' Hong Kong origin and whether consumers believed they were purchasing a product made in Hong Kong. If consumers were led to believe the product was produced in Hong Kong, it could constitute false advertising, he noted.
广东秉甲律师事务所律师文晓峰认为，从已有报道上看，美诚月饼及小杨哥是否涉嫌虚假宣传主要还是要看小杨哥在直播过程中，是否有强调该月饼为香港月饼，在直播间下单购买该月饼的顾客是否基于小杨哥介绍认为是香港月饼，“毕竟很多人是认为香港的月饼是比较高级的，若小杨哥强调该月饼为香港月饼就会给消费者产生一种误解为：该月饼是在香港生产的，品质是按照香港那边的标准生产的。这便涉嫌虚假宣传，误导消费者。”
The practice of "overseas trademark registration with domestic production" is common in branding, Wen added. Whether this constitutes fraud depends on whether the marketing aligns with the actual origin of the product.
文晓峰指出，在品牌运营过程中，“境外注册商标，境内生产、销售”的手法比较常见，是否涉及虚假宣传，主要看商品销售过程中对产地的广告宣传，与产品的产地标识是否相符，也就是说会否导致消费者选择该产品时产生误解，如果不相符那就可能构成欺诈行为。
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