市场监管部门重拳整治私域直播乱象

Core Viewpoint - The market regulatory authority is intensifying efforts to address the rampant issues of false advertising in the private domain live streaming sector, which includes misleading marketing practices and the sale of unqualified products [1][2]. Group 1: Regulatory Actions - The State Administration for Market Regulation has initiated a nationwide special campaign to combat false advertising in private domain live streaming, targeting platforms, merchants, and related enterprises involved in illegal activities [1]. - A total of 30 cases of false advertising in private domain live streaming have been filed, 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]. - In Shanghai, over 50 physical sales stores have been identified and penalized as independent illegal entities, breaking the previous enforcement dilemma where stores were considered mere accomplices [2]. Group 2: Techniques and Tactics - Some unscrupulous merchants are using private group chats to lure consumers into private domain live streams, employing platforms that manipulate viewer metrics and create fake interactions [2]. - Regulatory authorities in Henan have traced responsibilities across the entire supply chain, from marketing to product quality, ensuring comprehensive oversight of all parties involved in the live streaming process [2]. Group 3: Market Oversight - The Guangdong market regulatory department has inspected 7,213 live streaming entities and 39,222 videos, generating 606 effective leads for further investigation [3]. - The market regulatory authority has advised businesses to review their practices against legal standards to ensure fair competition and warned platform operators against exploiting technology to engage in illegal activities under the guise of private domain marketing [3].