Core Viewpoint - The implementation of the "Live E-commerce Supervision Management Measures" marks a significant regulatory shift, particularly affecting the promotion of "three products and one device" (drugs, health foods, special medical purpose formula foods, and medical devices) through influencers, which may lead to a substantial restriction on their marketing channels [4][6]. Regulatory Changes - The new regulation defines individuals with influence who promote products in live e-commerce as commercial advertisers, thus requiring them to comply with advertising laws [5]. - The regulation aims to address the rampant issues of false advertising in the live e-commerce sector, particularly concerning health-related products, which have seen a high incidence of misleading promotions [8]. Industry Impact - The new rules are expected to fundamentally change marketing strategies in industries such as pharmaceuticals and health products, moving from a focus on traffic-driven sales to compliance-driven, trust-based marketing [11]. - Companies like Shouxiangu have successfully utilized influencer marketing, achieving significant viewership and sales, but will now need to adapt to the new compliance landscape [11]. Compliance Strategies - Companies are advised to establish a "three-layer firewall" for advertising content compliance and to innovate marketing channels that align with regulatory expectations [12]. - Legal experts suggest that businesses should prioritize compliance in their promotional strategies, including using brand self-broadcasting instead of influencer endorsements to mitigate risks [12]. Future Trends - The industry is expected to shift from broad marketing tactics to more precise trust-building efforts, emphasizing transparency and compliance in promotional activities [12].

Core Viewpoint - The article discusses the challenges brands face in marketing due to strict advertising regulations, particularly the "prohibition of extreme words" under the Advertising Law, which creates a dilemma between compliance and effective promotion [2][4]. Group 1: Marketing Challenges - Brands are struggling to balance between not promoting their products and the risk of non-compliance with advertising regulations, leading to a "dilemma" that drains resources [2]. - Many companies have faced significant fines for using terms like "industry first," which can lead to a loss of consumer trust and brand image [2][4]. - The article highlights a case where a children's safety seat manufacturer received a fine of 500,000 for claiming to be "industry first," despite having strong sales data [2]. Group 2: Compliance and Opportunities - The introduction of the "Enforcement Guidelines for Absolute Terms in Advertising" by the State Administration for Market Regulation provides a pathway for compliant promotion, allowing brands to use terms like "first" and "original" if backed by real data [4][5]. - The article emphasizes the need for authoritative certification to validate claims of being "first" or "original," positioning the Unknown AI Research Institute as a solution to help brands regain their "voice" [5][6]. - The institute acts as a "certifying authority," utilizing official data from various sources to substantiate claims, thus enabling brands to present their advantages clearly and credibly [6][7]. Group 3: Competitive Advantage - By leveraging compliance and authoritative data, brands can confidently advertise their strengths, potentially gaining market share over competitors who are still hesitant due to regulatory fears [7][8]. - The article encourages brands to adopt compliant marketing strategies to establish consumer trust and capture market mindshare before competitors react [8].