Core Viewpoint - BMSMILE Co.Ltd's subsidiary in China, Bumei Shimei (Shanghai) Brand Management Co., Ltd., faced administrative penalties for false advertising on multiple e-commerce platforms [1][4][6] Administrative Penalty Information - The administrative penalty was issued by the Shanghai Minhang District Market Supervision Administration, with the decision number 沪市监闵处(2025)122025004035号 [2] - The company was fined 5,000 RMB for violating advertising laws by publishing false advertisements [2][6] - The penalty was issued on September 26, 2025 [2] Product and Advertising Issues - The brands "PETHROOM" and "wiggle wiggle" were found to have misleading promotional language on platforms like Tmall, Douyin, and Xiaohongshu [4][6] - Specific examples include claims such as "soothing skin irritation" and "blocks 99% of UV rays," for which the company could not provide valid evidence [4][5] - A product, "pet shower," was noted for not displaying the required water efficiency label and remains available for sale despite the penalty [6][7] Company Background - Bumei Shimei (Shanghai) Brand Management Co., Ltd. was established in 2018 and is part of the Korean company BMSMILE Co.Ltd, which operates in various sectors including pet products and lifestyle brands [10][12] - BMSMILE has expanded its business significantly, achieving over 600 million RMB in sales by 2023 and securing investment from SK Networks [12][14] - The company aims to establish a strong presence in Shanghai and other cities with plans for physical store openings [14]