泰安市市场监督管理局 关于老年人药品、保健品虚假宣传的消费提示 随着生活水平的提高，老年人对健康的关注度日益提升，一些不法商家利用老年人关注养生保健的心 理，通过虚假宣传、夸大功效等手段推销药品、保健品，严重损害老年人身心健康和财产安全。为切实 维护老年消费者权益，增强老年人防范意识，泰安市市场监督管理局发布如下消费提示。 一、常见虚假宣传手段 1、夸大功效：宣称药品、保健品具有"包治百病""治愈癌症""替代药品"等神奇疗效，无视科学依据， 欺骗消费者。 2、虚构成分：谎称含"稀缺原料""专利技术"或"国外进口"，利用"高科技"概念误导消费者。 3、虚假案例：虚构患者服用前后对比案例，编造"成功治愈"故事，或假冒权威机构、专家推荐，增强 可信度，以达到欺诈目的。 4、亲情营销：通过免费体检、电话关怀、赠送鸡蛋、米面油等小礼品，组织"健康讲座""专家义诊""健 康旅游"，拉近与老年人距离，逐步实施诱导消费。 5、消费欺诈：抬高产品价格后，以"限时特价""内部价""预存返现"等噱头促销，诱骗老年人冲动消 费。 6、话术诱导：一些不法商家雇佣所谓的"专家""教授"以"免费体检"为名制造虚假健康危机，诱导高价 购买产 ...

Core Viewpoint - The State Administration for Market Regulation is launching a nationwide campaign to combat false advertising of drugs and health products targeting the elderly, aiming to maintain fair competition and protect consumer rights [1] Group 1: Regulatory Actions - Jiangsu Province's Nanjing City Market Supervision Bureau penalized Li Huifang Food Business for false advertising, imposing a fine of 100,000 yuan for promoting ordinary food products as having therapeutic effects [2] - Zhangjiagang City Market Supervision Bureau fined Deji De Youdis Supermarket 200,000 yuan for misleading claims about health products, emphasizing the importance of public supervision in addressing market irregularities [3] - Shanghai's Jing'an District Market Supervision Bureau fined Lunlun Food Store 200,000 yuan for using deceptive marketing tactics to promote ordinary food as having disease treatment capabilities [4] - Ningbo's Ninghai County Market Supervision Bureau fined Ningbo Xingkang Health Management Co. 200,000 yuan for exaggerating the health benefits of their products during marketing events [6] - Beijing's Market Supervision Bureau fined Beijing Xuanyantang Biotechnology Co. 100,000 yuan for false user reviews during live streaming, highlighting the need for truthful commercial promotion [7][8] - Beijing Shijingshan District Market Supervision Bureau fined Beijing Wutongzhijia Technology Co. 200,000 yuan for making unsubstantiated health claims about their products, showcasing the issue of pseudoscientific marketing [9] Group 2: Impact on Elderly Consumers - The crackdown on false advertising is crucial for protecting the rights of elderly consumers who are often targeted by misleading marketing practices [2][3][4] - The regulatory actions serve as a deterrent against businesses that exploit the health concerns of older adults, promoting a healthier and more trustworthy market environment [5][6][9]

Core Viewpoint - The article highlights the prevalence of false advertising in the health supplement industry, particularly focusing on the EZZ growth peptide product marketed on Douyin, which has faced multiple consumer complaints regarding misleading claims and refund issues [2][3][5]. Group 1: Consumer Complaints - Consumers have reported issues with the EZZ growth peptide, claiming it promised height increases of 2 to 6 cm but failed to deliver results after multiple cycles of use [5][7]. - Complaints center around three main issues: inducement to purchase, false advertising, and lack of clear communication that the product is a health supplement rather than a medication [5][9]. - The product's marketing emphasizes the importance of investing in children's futures, using persuasive language to encourage purchases without directly stating inducement [6][7]. Group 2: False Advertising in Health Supplements - False advertising is a common issue in the health supplement sector, with a report indicating that 30.5% of consumer complaints relate to misleading claims about health products [3]. - The direct sales model in the health supplement industry accounts for approximately 49% of the market, with 82% of direct sales companies involved in health products, creating an environment conducive to inflated claims and high prices [3][12]. - Legal experts note that the lack of stringent regulations for health supplements compared to pharmaceuticals allows for misleading marketing practices [14][18]. Group 3: Regulatory Challenges - Platforms like Douyin face significant challenges in regulating health product advertisements due to the vast amount of content and the complexity of health-related claims [17][18]. - The article discusses the need for better regulatory measures, including keyword filtering and regular compliance checks for high-risk products [18]. - The ambiguity in legal definitions and the difficulty in proving false advertising claims complicate consumer protection efforts [15][16].