从“养生课”到“收割局”，私域直播是时候告别野蛮生长了

Core Viewpoint - The market regulatory authority has initiated actions against fraudulent practices in private domain live streaming, particularly targeting scams that exploit elderly consumers [1][3]. 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]. - The regulatory body is implementing a full-chain crackdown on entities involved in false advertising, including live streaming rooms, platforms, and related product companies [3]. Characteristics of Private Domain Live Streaming - Private domain live streaming operates through closed groups like WeChat, lacking transparency and features such as replay options, transaction order queries, and product reviews, making it easier for fraudsters to target vulnerable consumers [1][2]. - Fraudulent merchants often destroy evidence by closing streams and disbanding groups, complicating consumer rights protection and regulatory enforcement [2]. Market Size and Growth - The private domain live streaming market has seen explosive growth, with total merchandise transaction volume (GMV) reaching hundreds of billions, and the private domain operation market exceeding one trillion yuan [3]. Industry Development and Regulation - The industry must move away from being a haven for illegal e-commerce practices, aligning management standards with public domain live streaming platforms [4]. - Regulatory authorities are leveraging technology to enhance oversight of private domain platforms, including vetting marketing personnel and mandating minimum data retention periods for live streaming [4].