屡教不改？戴可思儿童唇膏宣传 “食品级”遭立案调查

Core Viewpoint - The article discusses the controversy surrounding the brand "Dexter," which has been accused of misleading advertising for its baby lip balm, claiming it is "food-grade" and safe for babies to lick, violating regulations on children's cosmetics [1][3]. Group 1: Brand and Product Overview - Dexter, endorsed by Liu Tao, has sold a total of 29 million units of its baby lip balm, ranking first in sales and positive reviews on Tmall [3]. - The brand is under the parent company Wuxi Dexter Biotechnology Co., Ltd., which offers a full range of maternal and infant daily chemical products [5]. Group 2: Regulatory Issues and Investigations - The brand's advertising has triggered regulatory scrutiny, leading to an official investigation by the Wuxi New District Market Supervision Administration [5]. - Dexter issued a statement claiming the controversy pertains only to advertising language and not product safety, attributing the issue to a misunderstanding by promotional staff [5][8]. Group 3: Consumer Reactions and Complaints - Following the controversy, multiple consumer complaints have emerged, with some customers feeling misled by the "food-grade" claims and seeking refunds [8]. - There are reports of adverse reactions from consumers using other Dexter products, leading to further distrust in the brand [8]. Group 4: Previous Violations and Penalties - This is not the first instance of advertising violations by Dexter; previous infractions included misleading claims about products suitable for pregnant women and children [10][11]. - The company was fined 5,000 yuan for violating the Advertising Law of the People's Republic of China [11]. Group 5: Company Background and Ownership - Dexter was founded in 2017 by Zhang Xiaojun, who holds a 21.35% stake in the company and has been recognized in various entrepreneurial rankings [11][13]. - The company has secured eight rounds of financing from notable investors, indicating a strong backing despite the current controversies [13].