近日，针对山东临沂兰山区一饭店因拍摄发布菜品视频被认定为“违法广告”，并面临高额处罚一事，临沂市高度重视，对此事件进行提级调查。7月15日，临沂市联合调查组发布情况通报。

Authorities in Linyi, Shandong province, have launched an investigation after a restaurant in Lanshan district faced a large potential fine for allegedly posting an illegal food advertisement online.



经调查，兰山区市场监督管理局在执法办案过程中，存在以下问题：一是处罚证据不足。仅凭当事人发布的视频照片作出处罚告知，事实不清。二是执法程序不当。当事人提出听证申请后未按规定组织听证；在作出不予处罚决定后，未按规定期限送达书面《不予行政处罚决定书》。

针对以上问题，由市市场监督管理局按程序对该行政执法行为予以撤销，对兰山区市场监督管理局时任党组书记齐某进等五名相关工作人员作出停职处理。后续将对此事件继续调查，根据调查结果依规依纪依法严肃处理。责成兰山区市场监督管理局深刻汲取教训，举一反三，进一步规范行政执法行为，坚决避免类似事件再次发生。

According to a statement released on Tuesday, the Lanshan District Administration for Market Regulation was found to have mishandled the case, citing insufficient evidence and procedural violations — including failure to organize a hearing and issue official documents on time.

As a result, the city revoked the enforcement action and suspended five officials involved. Further investigation is ongoing, and officials pledged to prevent similar incidents by strengthening law enforcement procedures.

据此前报道，今年3月，在山东省临沂市开饭店的张老板收到一份由兰山区市场监督管理局出具的行政处罚告知书。告知书载明，因她发布法律禁止行为的广告，拟被罚款45万元。



张女士收到的《行政处罚告知书》

初步调查显示，2025年2月15日，当事人涉嫌在网络发布使用国家禁止食用的动物蛤蟆（中华蟾蜍）加工菜品的视频。3月17日，兰山区市场监管局立案调查，并于3月24日下达《行政处罚告知书》。3月27日，当事人向兰山区市场监管局提交了陈述申辩相关资料，并主动删除相关视频。5月12日，兰山区市场监管局综合具体事实和危害程度，决定不再作出行政处罚并告知当事人。

According to previous reports, in March, the restaurant owner, surnamed Zhang, received notice of a potential 450,000 yuan fine. She later deleted the video and submitted a statement. By May, local regulators decided not to impose the fine, citing the facts and limited harm.



张老板发布的小视频截图

7月11日，张老板表示，该处罚因饭店一道菜品“蛤蟆汤”的小视频而起。她介绍，菜品原料为牛蛙，当地风俗一般称牛蛙为“蛤蟆”，自己不过是将记录饭店日常的小视频随手发在网上，“根本算不上广告”，却因此要被罚款45万元，这让她难以接受。

Authorities initially suspected the dish involved a protected species, the Asiatic toad. However, Zhang said the soup was made with bullfrog — a legal ingredient — and explained that "toad" is a local nickname for bullfrog. She claimed the short video was casually posted and not intended as an advertisement.

同日，兰山区市场监督管理局广告监督管理科相关工作人员称，涉事饭店老板发布的视频涉及“蛤蟆”，而蛤蟆是野生保护动物，若“蛤蟆汤”用的是牛蛙，需明确写明是牛蛙。如果饭店在短视频平台分享产品或者制作过程展示，且账号名称和店铺名字一致，就构成商业广告。

Officials explained that sharing product videos under a business account may be considered advertising. They also stressed that ingredients like bullfrog must be clearly labeled to avoid confusion with protected species.

编辑：左卓

见习编辑：裴禧盈

来源：央视新闻 红星新闻 中国青年报 澎湃新闻