0:00 / 5:17 近年来，我国大力发展老龄事业和老龄产业，然而有些不良商家却盯上了"银发"市场，通过私域直播专做坑老、骗老的勾当。上海市宝山区 市场监管局近期成功查处一起利用私域直播进行虚假宣传、误导消费者的违法案件。 近期，中国消费者协会对消费者投诉热点进行分析发现，私域营销逐渐成为消费者投诉的一个重要领域。其中售假问题突出、诱导消费者通 过第三方支付渠道或银行转账等方式完成付款、缺乏完整的交易留痕等环节造成维权难度不断增加。 上海市宝山区市场监管局最终认定，王阿姨购买的益生菌产品，仅是普通食品，并非药品或保健食品。目前执法部门已对当事人作出责令停 止违法行为，并作出相应处罚。 业内人士指出，随着老年人保健品市场的蓬勃发展，越来越多的商家采用私域直播对商品进行营销，私域直播电商能否杜绝乱象、持续释放 积极价值，既需要监管部门通过政策法规加以引导，更离不开平台、从业者等各方的协同共治。 记者：陈杰、程思琪 新华社音视频部制作 退休在家的王阿姨今年就在涉案的这家门店进行了一笔消费。执法人员介绍，在王阿姨观看的私域直播里，主播大力宣传一款名为复合乳酸 菌冻干粉的产品，具有立竿见影的疗效，消费者可以到指定的门 ...

Core Viewpoint - The article highlights the rise of "private domain live streaming" as a marketing tool that exploits elderly consumers through deceptive narratives and emotional manipulation, leading to significant financial losses for this demographic [1][2][3]. Group 1: Private Domain Live Streaming - Private domain live streaming has emerged as a new marketing model, particularly targeting elderly consumers, often using dramatized narratives to elicit sympathy and drive high-priced sales of crafts [1][2]. - The format relies on closed groups and private links, creating an "information black box" that makes it difficult for regulatory bodies to monitor and for elderly consumers to compare prices or products [3][4]. - The content often includes fabricated stories that resonate with the elderly, such as themes of national pride and familial care, which can lead to emotional manipulation and financial exploitation [2][3]. Group 2: Regulatory Response - The State Administration for Market Regulation has announced a crackdown on false advertising in private domain live streaming, indicating a commitment to address the issue comprehensively [4][5]. - Complaints against platforms like "Weilebo" have surged, with over half of the recent complaints related to deceptive practices targeting elderly consumers [4]. - Regulatory measures may include the use of big data to identify abnormal transactions and the establishment of a blacklist to prevent the spread of fraudulent live streams [4][5].

Core Viewpoint - The Jiangsu Consumer Protection Committee released a report highlighting the risks of private domain live streaming for elderly consumers, urging stronger platform accountability and regulatory enforcement to combat consumer traps [1] Group 1: Private Domain Live Streaming Risks - Elderly consumers are more vulnerable to rights violations in private domain live streaming compared to public domain [2] - The operational model of private domain live streaming is characterized by a "closed-loop" system, where illegal merchants attract elderly consumers through offline promotions and then guide them to private live streams, using emotional marketing tactics to build trust [2] - Issues such as false advertising and difficulty in retaining evidence for consumer rights protection are prevalent due to the immediate nature of live content and the lack of replay options [2] Group 2: Consumer Feedback and Experience - Among respondents with private domain live shopping experience, 61.36% reported that products did not match descriptions, and 36.36% experienced misleading sales tactics [3] - Common issues identified include exaggerated claims, improper marketing language, and fabricated personas in private domain live streaming [3][4] Group 3: Misleading Product Claims - Ordinary products are often marketed as "miracle drugs," with absolute promotional language leading to consumer deception [4][10] - Specific examples include false claims about health benefits of products like bear bile powder and Coenzyme Q10, which are not universally necessary [12][13] Group 4: Marketing Tactics and Consumer Manipulation - The primary reason elderly consumers choose private domain live shopping is the perception of lower prices, with 68.18% citing this as a key factor [13] - Live streams often employ bait-and-switch tactics, artificially inflating prices before offering discounts to create a false sense of savings [13] - Marketing strategies include free giveaways and rewards for referrals, which target elderly consumers and encourage them to promote the streams [14] Group 5: Quality Assurance and Consumer Rights - A significant portion of respondents (47.73%) reported poor product quality, and 29.55% faced challenges with after-sales service and complex return processes [15] - The closed nature of private domain live streams complicates consumer recourse, as many transactions occur outside official platforms, making it difficult to verify seller identities and pursue claims [15] Group 6: Recommendations for Improvement - The Jiangsu Consumer Protection Committee recommends enhancing platform accountability, promoting self-regulation among businesses, and improving consumer education regarding potential traps in private domain live streaming [16]

Core Viewpoint - The article discusses the rise of "private domain" live streaming as a marketing tool that has been exploited for fraudulent activities targeting the elderly, leading to increased regulatory scrutiny and enforcement actions by market regulators [2][6]. Summary by Sections Private Domain Live Streaming - Private domain live streaming refers to an interactive marketing model where businesses or individuals engage specific user groups through their own traffic pools, such as WeChat groups and mini-programs [2]. - This model, initially intended to enhance service engagement, has been misused by fraudsters to target vulnerable populations, particularly the elderly [2][4]. Regulatory Actions - As of October 15, the State Administration for Market Regulation reported that 4,516 cases of illegal activities related to private domain live streaming have been investigated, resulting in fines totaling 68.7691 million yuan [2]. - Specific actions against fraudulent practices targeting the elderly, such as misleading health seminars, have led to 30 cases being filed, with fines and proposed fines amounting to 9.56 million yuan [2]. Fraudulent Tactics - Various deceptive tactics have been employed in private domain live streaming, including offering free items to lure elderly participants into groups where they are then subjected to aggressive sales pitches for overpriced products [3]. - Other methods include low-cost lottery schemes, misleading interactions, and the use of bots to create a false sense of community and urgency [3][5]. Challenges in Regulation - The closed nature of private domain live streaming makes it difficult for regulators to monitor and enforce compliance effectively [4][5]. - The decentralized distribution of content across private applications complicates real-time monitoring, and the fleeting nature of evidence makes it hard to pursue legal action against offenders [5]. - Targeting elderly individuals who are often less digitally literate increases the likelihood of them falling victim to these scams, as they may not retain evidence of the fraudulent activities [5]. Future Outlook - The article suggests that the era of unchecked private domain live streaming targeting the elderly is coming to an end, with regulators taking a more proactive stance [6]. - The market regulators are expected to implement comprehensive oversight measures to ensure accountability among platform operators and prevent the misuse of private domain live streaming [6].

Core Viewpoint - The Chinese market regulatory authority has intensified efforts to combat fraudulent practices in private domain live streaming, particularly targeting scams that exploit elderly individuals, resulting in significant legal actions and penalties against offenders [1][4]. Summary by Sections Regulatory Actions - The market regulatory authority has investigated 4,516 cases of illegal activities related to private domain live streaming, imposing fines totaling 68.7691 million yuan [1]. - Specific actions against scams targeting the elderly have led to 30 cases being filed, with fines and proposed fines amounting to 9.56 million yuan [1]. Nature of Private Domain Live Streaming - Private domain live streaming is characterized as an interactive marketing model that targets specific user groups through owned traffic pools, such as WeChat groups and mini-programs [1]. - This model, while intended to enhance service engagement, has been misused by criminals to exploit vulnerable elderly populations [1]. Scams and Tactics - Various deceptive tactics have emerged in private domain live streaming, including enticing elderly individuals with free items, leading them to watch promotional live streams where low-quality products are sold at inflated prices [2]. - Other tactics include low-price lottery schemes, misleading interactions, and the use of bots to create a false sense of community and urgency [2]. Challenges in Regulation - The closed nature of private domain live streaming makes it difficult for regulatory bodies to monitor and enforce compliance effectively [3]. - Evidence collection is challenging due to the transient nature of live streams and the lack of digital literacy among elderly victims, who often do not retain records of their interactions [3]. - The targeted approach of these scams, focusing on elderly individuals willing to exchange personal information for free items, increases the likelihood of successful exploitation [3]. Future Regulatory Landscape - The market regulatory authority's recent statements indicate a shift towards stricter oversight of private domain live streaming, with a focus on holding platform companies accountable [4]. - The expectation is that private domain live streaming will face rigorous regulation, eliminating the notion of a legal gray area for such practices [4].

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].

Core Viewpoint - The article discusses the efforts of the Market Supervision Administration to combat false advertising in private domain live streaming, particularly targeting the elderly population, highlighting the progress and results of these initiatives [1][5]. Group 1: Regulatory Actions and Results - Since the initiation of the special rectification work, 7,415 problem clues have been collected, leading to the investigation of 4,516 illegal cases with a total penalty amount of 68.7691 million yuan [1]. - A total of 30 cases related to illegal private domain live streaming have been filed, with penalties amounting to approximately 6.63 million yuan [2][5]. - The regulatory actions have resulted in 3,611 entities being ordered to rectify their practices, involving a total of 382.42 million yuan [1]. Group 2: Characteristics of Private Domain Live Streaming - Private domain live streaming is characterized by user precision, high conversion rates of purchase intent, closed and hidden nature, and diverse operational models [5]. - The marketing strategies often target specific demographics, such as the elderly, with a focus on health products [5]. Group 3: Issues in Private Domain Live Streaming - Prominent issues include false advertising and exaggerated claims, where ordinary products are misrepresented as miraculous cures, particularly targeting elderly consumers [6][7]. - The creation of fake "expert personas" in live streams misleads consumers, as these so-called experts often lack genuine qualifications [7]. - Many products sold through private domain live streaming lack legitimate qualifications, with some falsely claiming therapeutic effects [7]. - Consumers face difficulties in asserting their rights due to tactics employed by unscrupulous merchants, such as destroying evidence and evading responsibilities [7]. Group 4: Technological and Legal Measures - Regulatory bodies are enhancing their monitoring capabilities by employing AI and data analysis to detect illegal activities in private domain live streaming [8][9]. - The newly revised Anti-Unfair Competition Law, effective from October 15, aims to address current competition issues and refine regulations against false advertising [9].

Core Insights - The rise of private domain live streaming has led to targeted marketing practices that exploit elderly consumers through deceptive promotions and false claims [2][3] Group 1: Characteristics of Private Domain Live Streaming - Private domain live streaming is an interactive marketing model that targets specific user groups, utilizing established connections to engage with consumers [2] - This model features high conversion rates due to the targeted nature of the audience, who are often already familiar with the brand or product [2] - The closed and hidden nature of private domain live streaming complicates regulatory oversight, as it often occurs on less regulated third-party platforms [2] Group 2: Deceptive Practices and Consumer Rights Violations - Common deceptive practices include false advertising, exaggerated claims, and the use of fictitious identities to promote products as miracle cures [3] - Many products sold through these channels lack legitimate qualifications, with some being falsely marketed as having therapeutic effects [3] - Consumers face significant challenges in asserting their rights, as unscrupulous sellers often destroy evidence and evade accountability through various tactics [3] Group 3: Regulatory Challenges and Actions - Regulatory authorities face difficulties in monitoring and collecting evidence due to the nature of private domain content and the complexity of the supply chain [4] - Market regulatory departments have initiated 30 cases related to false advertising in private domain live streaming, with penalties totaling 2.93 million yuan and proposed penalties of approximately 6.63 million yuan [5]

Core Insights - The report from the China Internet Network Information Center indicates that as of June this year, the number of internet users aged 60 and above in China reached 161 million, with an internet penetration rate of 52.0% among the elderly [1] - The China Consumers Association highlights that in the first half of 2025, complaints related to elderly consumer traps and chaotic private domain marketing will be major issues [1] - The rise of private domain live streaming, which lacks regulatory oversight, has led to various scams targeting elderly consumers, who are often more susceptible to misleading marketing tactics [2][3] Group 1: Elderly Internet Usage - The elderly population is increasingly engaging in online activities such as learning, communication, shopping, and entertainment, but they are also falling victim to sophisticated scams [1] - The private domain live streaming model is gaining traction, where sales are conducted outside major platforms like WeChat and Taobao, making it difficult for consumers to seek recourse [2][3] Group 2: Private Domain Live Streaming - Private domain live streaming is characterized by a lack of platform oversight, allowing sellers to evade regulations and create a "脱平台" (脱离平台) transaction model that complicates consumer protection [3][6] - The business model is particularly appealing to sellers targeting the elderly, as it allows for more aggressive marketing tactics without the constraints of public domain platforms [3][6] Group 3: Consumer Vulnerability - Elderly consumers are often targeted based on their emotional vulnerabilities, such as loneliness and health anxieties, leading them to engage in excessive online shopping [4][5] - The products sold in these private domain live streams are often of questionable quality and priced significantly higher than similar products available through regulated channels [5] Group 4: Regulatory Challenges and Recommendations - Experts emphasize the need for improved regulatory frameworks to address the unique challenges posed by private domain live streaming, particularly in protecting elderly consumers [6][7] - Recommendations include establishing clear responsibilities for all parties involved in private domain live streaming, enhancing consumer protection mechanisms, and implementing stricter oversight of health-related content [7]

Core Viewpoint - The market regulatory authority is taking strong measures to address the rampant issues of false advertising in the private domain live streaming sector, which includes misleading marketing tactics and the sale of unqualified products [1][2]. Group 1: Regulatory Actions - The State Administration for Market Regulation (SAMR) has initiated a nationwide special campaign to combat false advertising in private domain live streaming, targeting live streaming rooms, platforms, and related product manufacturers and sellers [1]. - 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 Shanghai market regulatory authority has identified physical sales stores as independent illegal entities and has taken action against over 50 such stores this year, effectively addressing the issue of accountability in the private domain live streaming sector [2]. Group 2: Techniques and Tactics - Some unscrupulous merchants are using private group chats to lure consumers into private domain live streaming, employing platforms that manipulate viewer metrics and create fake interactions to mislead audiences [2]. - The regulatory authorities in Henan have traced responsibilities across various stakeholders involved in a false advertising case, ensuring comprehensive oversight from marketing to product quality [2]. Group 3: Market Oversight - The Guangdong market regulatory authority has inspected 7,213 live streaming entities and 39,222 videos, generating 606 effective leads for further investigation [3]. - The SAMR has advised businesses to review their operations against legal standards and warned platform operators against exploiting technology to engage in illegal activities that harm consumer interests [3].