Chinese smartphone maker OPPO has apologised after an advertising campaign sparked official criticism over a joke referencing “two husbands,” highlighting ongoing sensitivities in China around family values and social messaging in marketing.
Read More: Stay A Step Ahead with the OPPO A3: Now Available Nationwide!
The controversy began when OPPO posted a promotional message on the social media platform Weibo, which read: “My mother has two ‘husbands’, one is my dad, the other is seen twice a year.” The second reference was understood to be a celebrity admired by the fictional character in the ad.
Oppo has issued an internal accountability notice over its controversial ‘My Mother Has Two Husbands’ campaign for Mother’s Day to discipline several employees and managers involved. Duan Yaohui, head of Oppo’s China business, was held ultimately responsible and demoted by two… pic.twitter.com/rK1INFjYpd
— Yicai 第一财经 (@yicaichina) May 11, 2026
Although the post was quickly deleted, it had already drawn widespread attention online and prompted criticism from authorities. Officials in Zhejiang province said the message was inappropriate and warned companies against using provocative or emotionally charged content to attract younger consumers.
A provincial propaganda department statement said that “two husbands is not funny at all,” adding that brands should avoid crossing moral boundaries in pursuit of creative marketing. It further cautioned that confusing offence with creativity could damage public sentiment.
China’s advertising regulator and industry associations also reportedly criticised the campaign, saying it crossed acceptable social and moral limits.
OPPO said in its response that the advert was intended to reflect a more modern and diverse portrayal of motherhood, including interests such as celebrity fandom. However, the company acknowledged that it had failed to align with mainstream societal values.
In a follow-up statement issued on Monday, OPPO said it had “severely punished” senior members of its marketing team, including a vice president and other managers, for their role in approving the campaign. The company said they were penalised for “ignoring the bottom line of mainstream societal values.”
Read More: OPPO launches first AI smartphone – Reno 12
The incident comes amid broader efforts by Chinese authorities to promote traditional family structures at a time when the country is facing demographic challenges, including a sharply declining birth rate over the past decade.
Officials have increasingly scrutinised media and advertising content, particularly messaging perceived as conflicting with state-backed social priorities on marriage, family and population growth.