BabyBus, a company focused on early childhood education, has been fined 300,000 yuan and had illegal gains of 3.68 yuan confiscated by the Fuzhou Cangshan District Market Supervision and Administration Bureau for publishing a vulgar advertisement. The ad, which contained inappropriate content such as "three women serving one husband with a monthly allowance of 500,000 yuan," appeared as a pop-up on the BabyBus app, sparking strong protests from parents.
The incident dates back to October of last year when numerous users reported that the BabyBus app displayed ads with vulgar and borderline content unsuitable for children. In response to the public outcry, BabyBus quickly issued an apology, stating that it had removed the ads from all platforms immediately, terminated the partnership, and launched a comprehensive internal review.
BabyBus (Fujian) Network Technology Co., Ltd., established in February 2013 with Tang Guangyu as its legal representative, is wholly owned by BabyBus Co., Ltd. The company had previously attracted significant investment, including millions from Shunwei Capital, founded by Lei Jun of Xiaomi, as well as funding from TAL Education Group and Jinyin Capital, making it a standout in the online education sector.
According to the investigation, BabyBus (Fujian) Network Technology Co., Ltd. failed to review an ad titled "three women serving one husband, with a weekly rotation and one day off" provided by a Shenzhen-based company, leading to the ad being displayed on the BabyBus app. The content was deemed contrary to social morals and negatively impacted the app's young audience. The ad revenue of 3.68 yuan was fully transferred to BabyBus (Fujian), with BabyBus Co., Ltd. retaining no illegal gains.
This is not the first time BabyBus has faced content safety issues. In 2025, the company apologized and removed a home safety picture book titled "Ah! Be Careful with Electric Shocks" after concerns were raised that its lyrics could encourage dangerous behavior. Additionally, parents have reported issues such as inaccurate pronunciation in JOJO reading pens and content that promotes bad habits, like avoiding brushing teeth or taking baths.
Despite its global reach, with over 200 apps and content in 12 languages serving 800 million families, BabyBus has struggled with maintaining content safety. Its heavy reliance on ad revenue, which accounts for over 90% of total income, has been criticized as a risk to its sustainability. The company's IPO attempt in 2021 ended in failure when it withdrew its application in June 2022.
While BabyBus products like the JOJO smart reading pen have topped sales charts, the company has also faced over 500 complaints on consumer platforms regarding product quality and allegations of unauthorized charges and misleading minors.