Chinese electric vehicle manufacturer BYD is reportedly taking legal action against 37 influencers over content it claims is defamatory, as the automaker steps up efforts to protect its brand reputation in the face of growing scrutiny on social media. The company has also placed an additional 126 content creators on a watch list, according to Chinese automotive outlet CarNewsChina.
The legal campaign reflects an aggressive stance rarely seen in other markets, where automakers typically resolve content disputes through private requests or takedown notices. In China, however, defamation laws carry greater weight, and companies have increasingly turned to litigation to address online criticism.
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BYD established a âNews Anti-Fraud Officeâ several years ago, and it is now encouraging the public to report potentially harmful content. As part of that effort, the company is offering tipsters financial incentives ranging from 50,000 yuan to 5 million yuan ($6,900 to $690,000) for credible information about alleged smear campaigns.
In one case cited by the outlet, an influencer was found guilty of falsely claiming BYD manipulated other creators to speak negatively about its competitors. A court ordered a public apology and imposed a fine of 100,000 yuan (approximately $13,800). Another case involved accusations that BYD was financially unstable, which also resulted in a court-imposed fine.
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âBYD sees these actions as necessary to maintain the integrity of its public image amid the increasingly competitive electric vehicle landscape,â CarNewsChina reported.
While BYDâs legal actions have drawn significant attention, it is not alone in the Chinese auto sector. Nissan-Dongfeng, Great Wall Motor, Changan Automobile, and even Tesla have previously pursued similar lawsuits against content creators in China. In one of the most notable examples, a Nissan-Dongfeng lawsuit in 2023 led to a 5 million yuan judgment against an influencer who had posted more than 50 critical videos on TikTok.
Legal standards for defamation in China differ markedly from those in Western jurisdictions. Influencers with large audiences can face severe consequencesâeven when their claims have some basisâif courts determine their content harms a companyâs reputation.
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Industry observers say the trend underlines the risks for digital creators operating in Chinaâs tightly regulated media environment. As BYD continues to grow its global footprint, the case may also offer a glimpse into how Chinese companies approach brand control in the digital age.