HONG KONG, March 26: H&M disappeared from the internet in China as the government raised pressure on shoe and clothing brands and announced sanctions Friday against British officials in a spiraling fight over complaints of abuses in the Xinjiang region.

H&M products were missing from major e-commerce platforms including Alibaba and JD.com following calls by state media for a boycott over the Swedish retailer’s decision to stop buying cotton from Xinjiang. That hurts H&M’s ability to reach customers in a country where more than a fifth of shopping is online.

Shockwaves spread to other brands as dozens of celebrities called off endorsement deals with Nike, Adidas, Burberry, Uniqlo and Lacoste after state media criticised the brands for expressing concern about Xinjiang.

Tencent, which operates games and the popular WeChat message service, announced it was removing Burberry-designed costumes from a popular mobile phone game.

In a high-tech version of the airbrushing used by China and other authoritarian regimes to delete political enemies from historic photos, H&M’s approximately 500 stores in China didn’t show up on ride-hailing app Didi Chuxing or map services operated by Alibaba and Baidu. Its smartphone app disappeared from app stores.

It wasn’t clear whether companies received orders to erase H&M’s online presence, but Chinese enterprises are expected to fall in line without being told. – AP