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Pizza restaurant fined for humiliating ad

A pizza restaurant which boasted its location in the former French Concession has been fined 47,500 yuan (US$7,541) for violating China's advertising law, the market watchdog said today.

Pizza Marzano used the sensitive term "French Concession" in its ad, which hurt the feelings of Chinese people and violated the Advertising Law of the People's Republic of China, ruled by the Shanghai Industrial and Commercial Administration.

The new restaurant on Yongjia Road, Xuhui District infuriated many local Chinese by using the humiliating expression in its promotional leaflets.

The administration which oversees advertising business began to investigate the case on February 26. The pizzeria removed the controversial expression before the investigation concluded.

In 2001, a real estate company was fined 64,500 yuan for describing its property as "retaining the romantic elements of the French Concession era" in an ad.


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