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Lei Jun speaks out about the use of gimmicks in advertising. Photo: Bloomberg . |
Xiaomi CEO Lei Jun believes that the use of small font sizes in advertising materials is an unhealthy practice that has long existed in the marketing industry. According to him, although this practice is common and often aimed at meeting legal requirements, it still causes considerable misunderstanding for consumers and needs to be seriously changed.
Lei Jun frankly acknowledged that, over the years, Xiaomi has also been caught up in the general trend of the industry, adding small annotations to posters, presentation slides, and product promotional materials.
However, this inadvertently makes it difficult for users to access complete information at first glance, thus easily raising doubts about the transparency of the advertising message. Xiaomi often releases shocking announcements and information, and only notes the ideal scenario or achievable conditions with hard-to-read annotations.
"Using small font sizes is really a bad habit in the industry," Lei Jun emphasized. He also stated that Xiaomi has decided to start changing immediately instead of continuing with the old approach. According to him, this directly relates to how the brand communicates with its users.
Xiaomi's CEO and Chairman also stated that it would be a major misunderstanding to accuse Xiaomi of "false marketing" or "over-marketing" based solely on compliance notes. He asserted that these notes were added primarily to comply with the Advertising Law, which prohibits businesses from using absolute language in their marketing content.
Regarding the controversies surrounding some previous advertising messages, Lei Jun stated that Xiaomi has seriously listened to public criticism. Instead of avoiding it, the company's leadership sees this as an opportunity to review the entire communication process, from the choice of language to the presentation style.
Starting in November 2025, Xiaomi convened numerous internal teams and reached a clear consensus that all Xiaomi departments would limit the use of small font in advertising captions. Instead, additional information would be presented in large, clear, and easily readable fonts, allowing users to grasp the full content immediately.
According to Xiaomi's chairman, changing the way they present themselves in advertising is not only aimed at avoiding controversy, but is also a necessary step to build long-term trust with consumers in a market that increasingly demands greater transparency.
Source: https://znews.vn/chu-tich-xiaomi-thua-nhan-quang-cao-sai-post1616740.html
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