私域直播“坑老”套路全拆解：免费鸡蛋引流 高价“神药”收割

Core Viewpoint - The article highlights the rise of private domain live streaming as a method for targeted marketing, which has been exploited by unscrupulous merchants to defraud elderly consumers by misrepresenting ordinary food products as miraculous medicines [1][5][8]. Group 1: Private Domain Live Streaming Characteristics - Private domain live streaming is characterized by high user targeting and strong interactivity, but it also has a hidden nature that allows it to evade regulation [1][5]. - A specific case in Tianjin involved a live stream promoting a product called "Heart Muscle Peptide Nutritional Liquid," falsely claimed to treat heart diseases, attracting significant attention from elderly consumers [3][5]. Group 2: Fraudulent Practices - The live stream falsely claimed that the product was developed based on a secret formula from a "hereditary physician," with exaggerated testimonials from elderly users [3][5]. - The products promoted in the live stream, including the "Heart Muscle Peptide Nutritional Liquid," were found to be ordinary food items misrepresented as medicinal, with no legitimate backing for the claims made [5][7]. Group 3: Regulatory Response - Market regulators in Tianjin discovered that the live stream's claims were entirely fabricated, leading to an administrative penalty of 600,000 yuan for false advertising [11]. - The private domain live streaming platform "Xiao E Tong" was also found to have inadequate content review processes, allowing misleading claims to proliferate [12][14]. Group 4: Industry Challenges and Recommendations - The article discusses the challenges of regulating private domain live streaming, particularly the difficulty in obtaining evidence of fraudulent activities [19][21]. - Recommendations include the need for platforms to maintain transaction records and improve content review mechanisms to protect consumers, especially the elderly [21][25].