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China Game Law
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Falsely Advertising Games Leads to a Fine of RMB 60,000

发布虚假游戏广告，被罚6万元

February 28, 2026
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Summary

This article discusses a case where Zhejiang Matao Network Technology Co., Ltd. was fined RMB 60,000 for falsely advertising its mobile game Zongheng Chuanqi on Douyin. The advertisement misrepresented game features, rewards, and in-game mechanics, leading to consumer deception. The article emphasizes the importance of truthful advertising in the gaming industry and outlines the legal requirements for game companies to avoid misleading promotions under the Advertising Law.

Violation Facts

Upon investigation, it was found that the defendant, Zhejiang Matao Network Technology Co., Ltd., established in 2018, primarily engaged in the promotion and operation of online games (mobile games). From November 9, 2022, the defendant posted video advertisements on the Douyin platform to promote its mobile game titled Zongheng Chuanqi. In these videos, the advertisement used phrases such as:

"Until I came across this game, where registering allows you to become a closed beta tester... This server has no recharge window... Let's open the backpack and take a look, millions of gold rewards are here (highlighted in red circle), solo players don’t need to recharge a penny... Also, we have a master-level summoning skill, try learning it. This time, I summoned 10 skeletons, all of them upgraded to skeleton warriors... You can go anywhere on the map; all maps are free..."

Consumers (players) were able to download the game via links in these advertisements. However, the actual game had a recharge feature, where consumers (players) could top-up gold (in-game currency). Moreover, players could receive additional rewards when making their first recharge, and the game also featured paid maps for members. The in-game gold rewards were far less than the millions claimed in the advertisement, and the number of skeletons summoned by the master-level summoning skill also differed significantly from what was advertised.

From November 9, 2022, to November 24, 2022 (the date the defendant took down and corrected the ad), the defendant spent a total of RMB 18,630.62 on advertising.

Administrative Penalty

  • Administrative Penalty Issuer: Xiangshan District Market Supervision Administration, Hangzhou

  • Penalty Type, Basis, and Content: A fine of RMB 60,000 was imposed on the defendant for violating advertising laws.

  • Penalty Compliance: The defendant must comply with the penalty within fifteen days of receiving the administrative penalty notice.

Nuocheng Commentary

This case was released by the Hangzhou Xiangshan District Market Supervision Administration as a typical example of illegal advertising in 2023. Game advertisements must be truthful and legal, adhering to specific content and publication guidelines. They must not engage in false or misleading commercial promotions that deceive or mislead consumers. It is especially important to ensure that:

  • Game mechanics, character designs, and scenes align with the actual product

  • Advertised achievements, data, and features reflect the reality

  • Recharge prices and promotional discounts are truthful

  • Draw probabilities are transparent and disclosed

While the new online gaming regulations have not yet come into effect, it is evident that regulatory bodies are tightening enforcement, particularly against deceptive marketing practices that induce consumer spending. Therefore, game companies must strictly comply with the Advertising Law and related regulations to avoid deceptive advertising and establish a robust compliance system.

中文原文

违法事实

经查明，当事人浙江麻探网络科技有限公司成立于2018年，主要从事网络游戏（手游）的推广运营活动。自2022年11月9日起，当事人通过抖音平台发布视频广告，宣传其一款名称为“纵横传世”的手游，在该视频中有“直到遇到这款注册就能成为买断版内测员的传世……这个服没有任何充值窗口哈……咱打开背包瞅瞅，几百万的元宝奖励在这（红圈标示），散人不需要充一米……还有本宗师级骷髅召唤术，学习了试试，这一下给我出了10只骷髅,还是进阶的骷髅战士……想去啥地图就去啥地图，所有地图都是免费的……老铁，说的再多不如自个上服体验十分钟啊”等宣传用语，消费者（玩家）通过上述视频广告的链接能下载安装该款游戏。该款游戏实际设置有充值端口，消费者（玩家）可通过充值端口充值元宝（游戏内货币），且消费者（玩家）在首充（第一次充值）时还能获取额外奖励，游戏内地图也包含会员地图。同时游戏内的元宝奖励实际远远低于当事人宣传的几百万，技能书（宗师级骷髅召唤术）的召唤数量也与实际有较大出入。从2022年11月9日起至11月24日（当事人下架改正之日）止，当事人共支付广告费用18630.62元。

行政处罚

行政处罚单位：杭州市萧山区市场监督管理局

行政处罚种类、依据、内容：对当事人处罚款60000元。

行政处罚履行方式和期限：当事人自收到行政处罚决定书之日起十五日内，按照行政处罚决定书载明的履行方式履行。

诺诚评论

本案为杭州市市场监督管理局公布的2023年违法广告典型案例。游戏广告宣传应当真实、合法，遵守一系列具体的广告内容及发布准则，不得作虚假或者引人误解的商业宣传，欺骗、误导消费者，尤其需要注意：游戏玩法、角色形象、场景等是否与实际相符，宣传荣誉、数据是否与实际相符，充值价格、促销优惠等是否属实，抽取概率是否公开透明等。网游新规虽然尚未生效，但已呈现出监管部门严惩诱导消费的执法趋向，因此游戏公司应严格遵守《广告法》及相关法律法规规定，避免虚假广告宣传行为，健全合规体系。

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