市场监管总局和中消协提示：防范私域直播间诱导老年人购买药品保健品

Core Viewpoint - The article highlights the risks associated with private live streaming sessions that target elderly consumers, promoting misleading claims about health products and pharmaceuticals [1][2]. Group 1: Regulatory Actions - The State Administration for Market Regulation and the China Consumers Association issued a consumer alert on July 2 to protect the legal rights of elderly individuals against misleading marketing practices in private live streaming [1]. - A nationwide campaign was launched to address false advertising related to drugs and health products aimed at the elderly [1]. Group 2: Marketing Tactics - Some businesses are evading regulation by directing customers to online platforms through personal and corporate WeChat accounts, using deceptive names like "health consultation" to exaggerate product benefits [1]. - Tactics include offering free items or community health events to lure elderly consumers into adding WeChat contacts, followed by misleading health claims in live streams [1]. Group 3: Misleading Claims - Products are falsely advertised as capable of treating serious conditions such as high blood pressure and cancer, exploiting the health concerns of elderly consumers [1]. - Emotional marketing strategies are employed in private live streaming, using terms like "cure all diseases" and "replace medication" to mislead consumers [1]. Group 4: Consumer Guidance - Consumers are advised to verify the legitimacy of live streaming sessions by checking for business licenses and product certifications before making purchases [2]. - In cases of false advertising or fraud, consumers are encouraged to report to market regulation authorities or consumer associations [2].