Temu, the Chinese e-commerce giant aiming to compete with Amazon, is making a comeback in this year’s Super Bowl ad lineup. However, the decision to air the ad has been met with growing criticism from lawmakers who have urged Paramount Global and CBS not to run it. Last year, Temu gained attention after running an ad during the Super Bowl just a few months after its founding. The company’s multi-million dollar investment helped it become the most-downloaded app in the U.S. by the end of 2023. Despite its success, Temu has faced controversy due to allegations of using slave labor in its supply chain and spying on its customers.
Lawmakers, particularly 11 Republican representatives, have called on CBS and Paramount not to air Temu’s Super Bowl ad. They argue that Temu has shown a pattern of noncompliance towards illicit products entering the U.S. market, citing the House Select Committee on the Chinese Community Party’s findings. The committee report highlights Temu’s lack of compliance with the Uyghur Forced Labor Prevention Act (UFLPA), which suggests that products made with forced labor regularly enter the U.S. from Temu. The lawmakers warn that allowing the ad to air would benefit the Chinese Communist Party and go against American interests.
Temu’s labor practices have been under scrutiny since May, along with other apparel retailers with a manufacturing presence in China. While forced labor in the fashion industry is a widespread problem, some retailers like Shein provide data on banned cotton found in their clothes and publish audit results. Temu, on the other hand, has not publicly disclosed such data. Congressman Blaine Luetkemeyer criticized Temu’s lack of compliance and called the company’s Super Bowl ad “sickening.” He expressed concern about a company built on slave labor making a direct appeal to millions of Americans.
In response to the allegations, a Temu spokesperson defended the company’s standards and practices. The spokesperson claimed that Temu’s policies regarding forced labor are no different from major e-commerce players like Amazon, eBay, and Etsy. They stated that before sellers can list products on Temu, they must sign an agreement pledging to maintain lawful and compliant business operations. The spokesperson emphasized that the use of forced, penal, or child labor is strictly prohibited, and Temu’s merchants and suppliers must adhere to labor laws.
The controversy surrounding Temu’s Super Bowl ad highlights the ongoing concerns about the company’s labor practices and its relationship with the Chinese Communist Party. While the ad may attract attention during the big game, it also draws attention to the allegations against Temu and raises questions about the ethical implications of supporting a company with questionable labor standards. As consumers watch the Super Bowl commercials, they will be reminded of the importance of responsible consumption and the need to support businesses that prioritize ethical practices.
