Logitech probes controversy over posts allegedly insulting consumers

Logitech China said it is investigating an authorized online store accused of posting social media content that netizens interpreted as insulting consumers, marking the second such controversy involving the Swiss computer peripheral maker this year.

The topic "Logitech advertisement again accused of insulting users" trended on Weibo on Sunday after screenshots circulated online showing a post from the verified account of the Logitech G flagship store.

The post featured a cartoon dog meme comparing two promotional offers. In the image, the dog ignored an "instant 100 yuan discount" but reacted enthusiastically to a "60 percent discount after coupons," accompanied by the phrase "Spot on", expressing approval of the choice. Many social media users interpreted the meme as likening bargain-hunting consumers to dogs, prompting criticism online. The post was later removed from public view.

Responding to inquiries from Chinese media on Nov 2, Logitech customer service apologized for the incident and said the company had launched an investigation.

"We are very sorry for the unpleasant experience this has caused. We have initiated an investigation," customer service responded. "Logitech China has always respected every gamer."

If the allegations are confirmed, Logitech said it would take action against the merchant, adding that "insulting users is a very serious matter."

The latest incident comes seven months after Logitech faced backlash over another marketing campaign.

In March, the company's official flagship store account posted a promotional video with the caption, "The moment I cut the price, don't you come running like a dog," triggering widespread criticism from consumers who viewed the message as demeaning. Logitech China Technology Co later issued a public apology for the campaign.