市场监管总局：重拳出击“私域围猎老年人”乱象

Core Viewpoint - The National Market Supervision Administration is intensifying efforts to combat false advertising in private domain live streaming, particularly targeting misleading promotions of drugs and health products aimed at the elderly [1][2][3]. Group 1: Regulatory Actions - A total of 30 cases of false advertising in private domain live streaming have been filed, 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][3]. - The market supervision system has collected 7,415 problem leads from the public and businesses, leading to the investigation of 4,516 illegal cases with fines totaling 68.77 million yuan [2][3]. - Since July, platforms have banned 5,904 illegal videos and 11,000 live streams, with 1,877 stores facing live streaming bans [4]. Group 2: Targeted Demographics - Unscrupulous merchants are using tactics like "free health lectures" and "expert consultations" to lure elderly consumers into private domain live streams for false marketing [2][3]. - The focus of the crackdown includes false advertising and price fraud related to elderly drugs and health products, which are seen as violations of the rights of elderly consumers [2][3]. Group 3: Challenges in Enforcement - The private domain live streaming model presents challenges for regulatory enforcement due to its closed and hidden nature, making it difficult to collect evidence and trace the supply chain [7][8]. - Merchants often destroy evidence and evade responsibility through tactics like "closing after the broadcast" and blocking information [7]. Group 4: Technological Support - Technological advancements are aiding regulatory efforts, with initiatives like "You Shoot, I Check" for collecting leads and the use of AI for monitoring illegal activities [8]. - The introduction of third-party monitoring and big data analysis is enhancing the ability to detect and address violations in private domain live streaming [8]. Group 5: Legal Framework - The newly revised Anti-Unfair Competition Law, effective October 15, strengthens regulations against false advertising and clarifies the responsibilities of platform enterprises [9][10]. - The law aims to promote fair competition and address current market challenges, providing a solid legal foundation for combating false advertising [9][10].