The State Administration for Industry and Commerce is conducting a probe that will look at consumer complaints and media reports, according to its website. The probe started this month and will continue through year end. It also will cover any violation of registered trademarks and bribery in commercial transactions.

Last year, China introduced a consumer protection law that raised penalties for fraud and false advertising, and added return policies for online purchases. The steps come as an increasing number of middle-class Chinese become more vocal about their rights, raising concerns from food and drug safety to air quality.

In March, the state-run broadcaster reported Tata Motors' Jaguar Land Rover didn't handle an alleged fault properly. The carmaker apologized to consumers at that time and said it's working to resolve the problem.

The CCTV program, broadcast on the same day each year to mark World Consumer Rights Day, has in earlier years featured other companies that had not adequately responded to consumer complaints.