Oppo today issued a fresh apology over a controversial Mother’s Day marketing campaign, saying it deeply regrets the incident and acknowledging failures in both its content approval process and its initial response. In a statement, the company said the ad content and its dismissive handling afterward reflected a serious lack of values and respect. It will overhaul its internal review and approval mechanisms and reinforce alignment with mainstream values.
Oppo also confirmed disciplinary measures against multiple executives. The head of its China operations, Duan Yaohui, has been demoted by two levels and will have his salary frozen for 36 months. Several other staff members, including a direct supervisor, a PR director, and project managers, have also been demoted and held accountable.
The controversy was triggered by a promotional message that referred to a mother’s favorite celebrity in joking terms as her “husband,” a phrasing widely criticized online for trivializing family relationships and relying too heavily on internet humor. [TechNode reporting]