Core Points - Dentsu China's CEO Tommy Li was dismissed and detained for corruption, marking a significant event in the advertising industry [1] - The investigation has expanded to include several senior industry figures, indicating a broader issue of corruption within the sector [1] - The core issues under investigation involve inflated kickbacks, commission misappropriation, and opaque operations [1] - This case is seen as a continuation of the 8.2 billion yuan corruption scandal in the advertising industry from 2023 [1][2] Group 1 - The Dentsu case is linked to a larger pattern of corruption in the advertising industry, particularly involving media rebates [6][7] - The previous scandal involved senior executives from GroupM China, who faced severe penalties for misappropriating funds through inflated procurement costs [2][3] - The lack of transparency in media rebate practices has been identified as a key factor contributing to ongoing corruption issues [6][18] Group 2 - The advertising industry is characterized by a complex relationship between agencies, media platforms, and advertisers, often leading to conflicts of interest [15][16] - Media rebates, while commercially logical, raise ethical concerns and can lead to corrupt practices if not properly managed [11][16] - The industry's reliance on rebates has created a cycle of low-cost competition that undermines service quality and trust [17][18] Group 3 - The recent events highlight the urgent need for stricter auditing and oversight of media rebate practices to restore trust in the industry [18][19] - The ongoing investigations and legal actions signal a potential shift in how the advertising industry operates, particularly regarding transparency and ethical standards [2][5]