On January 3, 2026, Lei Jun, the founder and chairman of Xiaomi Group, made a clear statement during a livestream session. He condemned "fine-print marketing" as a prevalent and detrimental practice within the industry and assured that Xiaomi would take prompt action to rectify the situation. Lei Jun expressed his view that classifying marketing efforts that adhere to regulations as either deceptive or over-the-top is a misinterpretation of Xiaomi's intentions.

Xu Jieyun, who serves as the Special Assistant to the Chairman of Xiaomi Group and concurrently holds the position of Deputy General Manager of the Strategic Marketing Department, shed light on the longstanding tradition within the industry. He noted that appending fine-print disclaimers to promotional content has been a customary approach. Xu Jieyun acknowledged that while Xiaomi had previously prioritized legal compliance, there had been a certain degree of oversight in considering the emotional impact on consumers.