Chinese Retailer Temu Returns to Super Bowl for a New Ad, But US Lawmakers Are Against It —Why?

By Jace Dela Cruz

Feb 10, 2024 12:31 AM EST

Chinese e-commerce platform Temu is returning to the Super Bowl advertising arena, stirring up controversy among US lawmakers who urged Paramount Global and CBS not to air its commercial.

(Photo : STEFANI REYNOLDS/AFP via Getty Images)
This photo illustration shows the Temu app in the App Store reflected in the companys logo in Washington, DC, on February 23, 2023.

Chinese E-Commerce Giant Temu Returns to Super Bowl

According to CNBC, Temu, the online marketplace owned by Chinese e-commerce giant PDD Holdings, rose to prominence last year following the ran of its Super Bowl ad just months after it was founded. 

The ad highlighted Temu's competitive pricing and encouraged consumers to shop "like a billionaire," propelling the company to the forefront of the e-commerce landscape.

While Temu's previous ad helped it amass a significant user base, its return to the Super Bowl this year is met with skepticism and criticism.

Lawmakers have raised concerns over the company's alleged involvement in unethical practices, including the use of slave labor in its supply chain and customer surveillance.

READ NEXT: Shein Faces Scrutiny From China's Internet Regulator Ahead of US IPO 

US Lawmakers Urge CBS and Paramount Not to Air Temu's Ad During the Super Bowl

On Wednesday, a group of 11 Republican lawmakers sent a letter to CBS, a subsidiary of the CBS Entertainment Group unit of Paramount Global, urging the company to refrain from airing Temu's ad during the Super Bowl. 

Citing a House committee report on Temu's noncompliance with regulations such as the Uyghur Forced Labor Prevention Act, the lawmakers warned against promoting a company accused of flouting labor laws and human rights.

"Temu 'does not have any system to ensure compliance with the Uyghur Forced Labor Prevention Act (UFLPA). This all but guarantees that shipments from Temu containing products made with forced labor are entering the United States on a regular basis, in violation of the UFLPA'," the letter read.

The letter, signed by Rep. Carol Miller and 10 other representatives, cited the potential repercussions of allowing Temu's commercial to air and framed it as a victory for the Chinese Communist Party "against the home team."

READ MORE: Shein Files for US IPO as Chinese-Founded Fashion Giant Seeks to Expand Global Reach

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