Xiaomi under probe in China for alleged violation of advertising law

Authorities in China have launched an investigation against Chinese handset maker Xiaomi Corp for alleged violation of China's new advertising law, which bans use of superlative adjectives for promoting products, according to official media reported today.

Industry regulators had launched investigation into the Beijing-based handset maker on suspicion of using phrases including ''the best'' to describe its products online, according to state-run China Daily, which quoted the Securities Daily.

According to the statement of the Haidian branch of the Beijing Administration for Industry and Commerce its behaviour could violate the country's new advertising law, under which enterprises were barred from using superlative adjectives, including ''the most advanced'', in promotions.

Xiaomi would be the first internet enterprise to be probed after the law became effective on 1 September, the report said.

in January this year, Xiaomi surpassed global smartphone giants Samsung and Apple in terms of market share to emerge as India's top 4G handset seller. (See: Xiomi surpasses global smartphone giants Samsung and Apple in market share).