SFPM(SZ:002737) Huan Qiu Wang·2025-07-16 09:28Core Viewpoint - The article highlights the prevalence of live-streaming sales of health and beauty products under the names of established pharmaceutical brands, raising concerns about exaggerated claims and false advertising regarding product efficacy [1][2][10]. Group 1: Product Claims and Regulatory Issues - Many live-streaming hosts claim that their products have been approved by the National Medical Products Administration (NMPA), but investigations reveal that these claims are often unverified and lack official endorsement [2][4]. - For instance, a product named "修正凝肌透白淡斑霜" was marketed with claims of effectiveness, yet the NMPA's website indicated that the agency had not reviewed the product's claimed effects [2][4]. - The article emphasizes that the regulatory oversight of functional products in e-commerce is challenging, leading to potential consumer deception [8][12]. Group 2: Industry Practices and Consumer Protection - The practice of "private labeling" is common in the pharmaceutical industry, where established brands allow other manufacturers to produce products under their name, which can lead to quality inconsistencies and misleading marketing [10][11]. - Complaints from consumers often relate to discrepancies between advertised benefits and actual product performance, highlighting the risks associated with purchasing from non-official channels [11][12]. - Legal experts suggest that consumers can seek recourse through market regulation authorities or civil litigation if they encounter false advertising or product discrepancies [14][15]. Group 3: Brand and E-commerce Dynamics - The article notes that many live-streaming stores claim to be official brand outlets, but the actual product manufacturers may differ, complicating accountability [9][10]. - The lack of stringent oversight on e-commerce platforms allows for varying standards of brand authorization, leading to potential consumer confusion [12][13]. - Consumers are advised to verify the authenticity of online stores by checking for official certifications and brand authorization to avoid misleading purchases [16][17][18].