Chinese multinational electronics company Hisense, also one of the UEFA EURO 2016 global sponsors, was asked to change its ad slogan due to some “sexual reference” on April 20, 2016.

Hisense has proposed a slogan for its advertisement on the Europe Cup final saying “ARE U TURNED ON? #Feeleverything”. The slogan was disapproved as an official from Union of European Football Association, who pointed out the sentence, especially the phrase “turned on” implied some “sexual references”.

As a screenshot of the e-mail between Hisense and UEFA was circulated widely online in China, the “incident” has triggered great attention from Hisense and other Chinese enterprises, considering that Hisense is the very first Chinese sponsor of Europe Cup in the championship's 56-year history.

Many Chinese web users nevertheless think that the UEFA was overreacting. Some even listed top ten sexual suggestive slogans in the world advertising field- such as AT&T’s “Reach out and touch someone”; Gatorade’s “Is it in you?”; Campari’s “The first time is never the best,” and KFC’s “Finger-lickin’ good!”

So far, Hisense has not yet given any public response, but has expressed their surprise by the news.