一财社论：整治私域直播乱象，保护老年群体消费权益

Core Viewpoint - The rise of private domain live streaming has created increasing consumption traps for the elderly, with targeted marketing strategies exploiting their vulnerabilities [1][2]. Group 1: Characteristics of Private Domain Live Streaming - Private domain live streaming is characterized by strong targeting of users, high conversion rates, strong closure and concealment, and diverse operational models [2]. - Research indicates that conversion rates for private domain live streaming can be 3 to 5 times higher than public domain live streaming due to tailored content delivery [2]. Group 2: Regulatory Challenges and Actions - The market regulatory authority has highlighted the challenges in monitoring private domain live streaming due to its hidden nature and the difficulty in evidence collection [4]. - Regulatory measures include enhanced electronic evidence collection, cross-regional collaboration, and comprehensive chain monitoring to improve regulatory capabilities [4]. - A recent special rectification action has led to a crackdown on illegal entities involved in false advertising within private domain live streaming, achieving preliminary results [4]. Group 3: Legal Framework and Recommendations - The revised Anti-Unfair Competition Law, effective from October 15, strengthens regulations against false advertising and emphasizes the responsibilities of platform enterprises [5]. - The upcoming Live E-commerce Supervision Management Measures will clarify the legal responsibilities of various stakeholders in live streaming, enhancing supervision and establishing a comprehensive accountability system [6]. - Recommendations include establishing special protection rules for elderly consumers, enhancing risk warnings, and extending the cooling-off period for significant or continuous expenditures [6].