A Cartier ad in China that depicts heterosexual and LGBTQ+ couples promoting rings has come under scrutiny for self-censorship by the brand after a caption under the ad labels the pair as having a ‘father-son’ love.
Cartier had posted a video on Chinese social media platform Weibo to promote its ‘Trinity ring’, which video's caption states as representing the ‘bond of love’ for the upcoming Qixi Festival, a Valentine's day-equivalent day in China.
Why is the ad under scrutiny?
The video showed groups of people laughing and embracing each other, including a man and a woman holding hands, two women lying on the ground together, and two young men riding bicycles while wearing matching rings. The English tagline asks: “How far would you go for love?”
The video did not specify the relationships between the people depicted, as showing gay and lesbian couples alongside a heterosexual couple.
However, a caption published by Cartier's online store on Alibaba's Tmall e-commerce platform under a photo of the same two men read “father and son, bound by love, enjoying life's journey”.
This prompted confusion and ridicule from online users, especially as the pair appeared to be a similar age and was inconsistent with the romantic photograph.
Online content about LGBTQ+ people is subjected censorship in China. In recent years, censors have muted discussions on social media, banned homosexuality in films and even prevented the sale of rainbow-themed items online.
Is this the first brand screw up in China?
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Some Chinese consumers online have been angered by the company's language in referring to a historic neighbourhood in Shanghai as the ‘French Concession’; saying it was culturally insensitive and disrespected Chinese history.
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