精准“围猎”老年群体 市场监管部门对私域直播虚假宣传违法行为立案30件

Core Insights - The article highlights the increasing issue of fraudulent marketing practices targeting the elderly through private live streaming sessions, which have led to significant regulatory actions by market supervision authorities [1][2]. Group 1: Regulatory Actions - The State Administration for Market Regulation has initiated 30 cases related to false advertising in private live streaming, with 6 cases against platforms and 24 against merchants, resulting in penalties totaling 2.93 million yuan and proposed penalties of approximately 6.63 million yuan [1]. - Regulatory bodies are enhancing their monitoring and enforcement capabilities to combat unfair competition and protect consumer rights, particularly for the elderly [3]. Group 2: Characteristics of Private Live Streaming - Private live streaming is characterized by targeted marketing to specific user groups, high conversion rates due to pre-existing brand recognition, and a closed, less regulated environment [1]. - The operational models in private live streaming are diverse, including store-based, cloud store, and community store formats, complicating the industry landscape [1]. Group 3: Issues in Private Live Streaming - Prominent issues include false advertising, exaggerated product claims, and the use of fake expert personas to mislead consumers, particularly the elderly [2]. - Many products sold through private live streaming lack legitimate qualifications, with some falsely marketed as having therapeutic effects [2]. - Consumers face challenges in asserting their rights due to tactics employed by fraudulent merchants, such as destroying evidence and delaying refunds [2]. Group 4: Challenges in Regulation - Regulatory authorities face difficulties in monitoring and collecting evidence in the private domain, as well as tracing the supply chain [3]. - Efforts are being made to improve electronic evidence collection, cross-regional collaboration, and comprehensive regulatory measures to enhance consumer protection [3].