Chinese State Media bought ad space on NS trains for one week
An advertisement by the controversial China Media Group (CMG), a company controlled by the propaganda arm of China’s Communist Party, aired in NS trains for a week in early February, RTL Z discovered.
The 10-second advertisement showed festive images of a Chinese Spring Festival with the slogan: “Join the celebration, share the jubilation,” followed by the CMG logo. The Chinese Spring Festival is a cultural celebration surrounding the Chinese New Year, broadcast by CMG.
CMG is China’s largest and most influential broadcaster and falls under the Central Propaganda Department. The broadcaster has been accused in the past of broadcasting disinformation on behalf of the Chinese government.
NS told RTL Z that the advertisement space was purchased through the Dutch intermediary DSB Consultants and complies with the railway company’s advertising policy. NS assessed both the content and the advertiser and found that they meet the requirements, a spokesperson for the rail company told the broadcaster.
China expert Sense Hofstede is doubtful about this assessment, pointing out that advertising campaigns like these can have a broader impact. “I don’t think everyone at NS realizes that this is a propaganda channel. Formally, this may be correct within the advertising policy - a cultural celebration - but NS could have been more assertive in terms of content.”
According to Hofstede, seemingly innocent advertisements can also serve a different purpose. This one could be a way to reduce negative attention surrounding China, for example. It could also be a way to get “a foot in the door” at NS, he said. “You start with an innocent video, build a relationship, and create steady revenue. Later, you can see how far you can go. It might be a bit speculative, but that's often how China approaches these kinds of projects.”
