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Core Viewpoint - The article highlights the deceptive practices in private domain live streaming, particularly targeting elderly consumers with false health claims and high-priced products, leading to significant financial exploitation [1][8]. Group 1: Private Domain Live Streaming Practices - Private domain live streaming is characterized by high user targeting accuracy and strong interactivity, but it is also prone to exploitation by unscrupulous businesses to evade regulation [1][8]. - A specific case in Tianjin involved a live streaming session promoting a product falsely claimed to treat heart diseases, attracting a large audience of elderly consumers [3][5]. - The products sold, including a so-called "heart muscle peptide nutritional liquid," were misrepresented as effective treatments, with claims of miraculous results [3][5]. Group 2: Regulatory Actions and Findings - Market regulators discovered that the claims made during the live streams were fabricated, with no legitimate basis for the "expert" endorsements or product efficacy [5][7]. - The regulatory response included a fine of 600,000 yuan for the involved company, which had generated over 1 million yuan in sales within three months [11]. - The platform facilitating these live streams, "Xiao E Tong," was also found to have inadequate content review processes, leading to violations of e-commerce laws [13][15]. Group 3: Consumer Protection and Industry Implications - The article notes a significant increase in cases of false advertising targeting elderly consumers, with over 5,700 cases reported and fines totaling approximately 96 million yuan in 2023 [16]. - The Chinese Consumers Association indicated that complaints regarding elderly consumer traps and private domain marketing are rising, emphasizing the need for stricter regulations [17][19]. - The industry is urged to adopt responsible practices, especially as the private domain e-commerce sector is projected to reach 5 trillion yuan by 2024, necessitating compliance with upcoming regulatory frameworks [21].