微信群直播精准“围猎”老年人，市场监管总局首次“亮剑”

Core Viewpoint - The article discusses the increasing issue of fraudulent marketing practices targeting the elderly through private domain live streaming, highlighting regulatory actions taken by the market supervision authorities to combat these illegal activities [1][5]. Group 1: Regulatory Actions - The Market Supervision Administration has initiated 30 cases related to false advertising in private domain live streaming, with 6 cases involving platforms and 24 involving merchants, resulting in penalties totaling 2.93 million yuan and proposed penalties of approximately 6.63 million yuan [1][6]. - Investigations into five private domain live streaming platforms, including Weizan and Xiaoe Tong, have concluded, indicating a focused effort to address the issue [5][6]. - The administration has collected 7,415 public complaints and has handled 4,516 illegal cases, imposing fines totaling 68.77 million yuan and requiring 3,611 entities to rectify their practices [6][7]. Group 2: Characteristics of Private Domain Live Streaming - Private domain live streaming is characterized by precise targeting of specific user groups, high conversion rates of purchase intentions, a closed and concealed nature, and diverse operational models [2][3]. - The marketing strategies often involve misleading claims, such as presenting ordinary products as miraculous cures, and utilizing fake expert personas to promote products [3][4]. Group 3: Challenges in Regulation - The regulatory authorities face challenges in monitoring and enforcing laws due to the private nature of these live streams, making evidence collection and tracing difficult [4][6]. - The new amendments to the Anti-Unfair Competition Law, effective from October 15, aim to strengthen the regulation of false advertising and enhance the responsibilities of platform companies [7].