Synthetic Beef Scandal: Influencer’s ‘10,000x’ Promise Challenged in Court

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Recently, in Shandong Province, the People’s Court of Guan County heard a widely watched consumer dispute case. The influencer “Daxin” (real name Liu), boasting over 2 million followers, was sued by consumer Mr. Xing for selling synthetic beef as pure beef during a livestream. Mr. Xing claimed 1.798 million yuan in damages. But the influencer’s side argued that the compensation was too high, citing legal provisions. They claimed the maximum should be just 233.74 yuan—a far cry from the earlier promise. Honestly, this difference is pretty wild. Under the court’s guidance, both parties agreed to mediation. If that fails, the court will pronounce a verdict later. 今日热点 has been tracking this story closely.

In court, the big debate centered on the legal effect of the “10,000 times compensation for fake goods” promise and how reasonable the compensation amount was. The plaintiff’s lawyer argued that when the influencer made that clear promise on air, it became a key factor in convincing people to buy. They cited Article 10 of the Supreme People’s Court’s rules on online consumer disputes, which says that if a platform seller offers a higher compensation standard than the legal one, courts should support it. So, Mr. Xing asked for 1.798 million yuan. However, the defendant claimed the “10,000 times” signboard wasn’t made by them—the assistant holding it was arranged by the product seller. But they did admit to repeating the promise during the stream. The seller countered that the assistant was just following the host’s commands, and the host had full control over the livestream. 热门消息 has more details on this.

On compensation, the defendant cited another Supreme Court interpretation, noting that if a penalty exceeds 30% of actual losses, courts usually see it as excessive. Based on that, the purchase price was 179.8 yuan, so 130% would be 233.74 yuan—the supposed cap. The defendant claimed that 10,000 times compensation clearly goes beyond reasonable limits and violates fairness and good faith principles. They asked the court to lower the penalty. Interestingly, according to Jiupai News, back on May 11 last year, Mr. Xing spent 179.8 yuan on four bags of beef rolls during a livestream from the influencer “Daxin.” He’d been a loyal follower for years and had bought many times before. During that broadcast, the host repeatedly stressed the product was “100% pure beef.” An assistant held a big white sign reading “10,000 times compensation for fake goods; accept any agency testing.” 最新热点 covers more trending food scandals.

But after receiving the goods, Mr. Xing found the ingredient list included water, salt, soy protein, modified starch, etc.—clearly not pure beef. It was a typical processed mixed meat product. After failing to resolve with the seller, he reported it to the market supervision bureau. The bureau investigated and on February 6 this year issued a penalty decision, confirming that the influencer’s company, Liaocheng Dingyou Culture Media Co., had falsely advertised synthetic beef as pure beef. The investigation showed that during that livestream, 397 orders were placed, each at 89.9 yuan, totaling 35,690.3 yuan in sales. Dingyou took about 10% commission. Consequently, the bureau fined them 65,000 yuan. Even though regulators tried to mediate, Dingyou refused outright. Stuck, Mr. Xing sued the influencer, Dingyou, the seller, and the manufacturer together, demanding 1.798 million yuan based on the “10,000 times” promise. Notably, Tianyancha data shows that during the trial, Dingyou changed senior management—Daxin quit as supervisor. Now, his wife Shi is the legal representative, and a new Shi investor has been added. In recent years, livestream e-commerce has boomed, but false advertising and mismatched goods are rampant. According to the China Consumer Association’s 2025 report, livestream complaints rose 18.5% year-on-year, with false advertising accounting for 32.7%, one of the most severe issues. Fake beef rolls sold as pure beef are common too. Some merchants exploit consumers’ difficulty in distinguishing, selling cheap synthetic rolls at premium prices. The latest 2026 national standards require labeling such products as “blended,” “synthetic,” or “reconstituted,” but some sellers hide the truth to boost sales, even lying on livestreams.

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