老年消费者被“围猎”？监管部门整治私域直播虚假宣传

Core Viewpoint - The article discusses the regulatory efforts to combat false advertising in private domain live streaming, particularly targeting the elderly consumer group, highlighting the rise of deceptive marketing practices and the measures taken by market regulatory authorities to address these issues [1][2][3][4]. Group 1: Regulatory Actions - The market regulatory authority has collected 7,415 problem leads and has handled 4,516 illegal cases, resulting in fines totaling 68.7691 million yuan, with 3,611 entities ordered to rectify their practices [1]. - A total of 30 cases have been filed against illegal activities in private domain live streaming, including 6 cases against platforms and 24 against merchants, with penalties amounting to 2.93 million yuan and proposed penalties of approximately 6.63 million yuan [2]. Group 2: Identified Issues - Key issues in private domain live streaming include false advertising and exaggerated claims, where ordinary products are misrepresented as miraculous cures, often targeting elderly consumers with low-priced goods and free experiences [2]. - There is a prevalence of fake "expert" personas in live streams, misleading consumers through pseudo-scientific health courses and consultations, with many so-called experts lacking genuine qualifications [2]. - Some products sold in private domain live streams lack legitimate qualifications, with instances of counterfeit approval numbers and misleading health claims, such as promoting regular food as having medicinal properties [2]. Group 3: Consumer Protection Challenges - Consumers face difficulties in asserting their rights due to merchants' tactics like "closing the stream immediately," blocking information, and disbanding groups to destroy evidence, further complicating the recovery of funds [3]. - The regulatory authorities are enhancing their capabilities in electronic evidence collection, cross-regional collaboration, and comprehensive monitoring to tackle these challenges effectively [3]. Group 4: Legal Framework - The newly revised Anti-Unfair Competition Law, effective from October 15, strengthens regulations against false advertising and enhances the responsibilities of platform enterprises, providing a solid legal foundation for addressing these issues [4].