Core Viewpoint - The article highlights the risks associated with various deceptive financial practices, particularly through live streaming and celebrity endorsements, emphasizing the need for consumers to exercise caution and conduct thorough research before investing in financial products [5][8][12]. Group 1: Live Streaming Scams - Fraudsters exploit the low entry barriers and wide reach of live streaming platforms to create false identities as "financial experts" and promote fake financial products, emphasizing "high returns" and "zero risk" to mislead consumers [7]. - A case study illustrates how an individual, lured by promises of a 20% annual return, lost 50,000 yuan after the platform became inaccessible and the promoter disappeared [5]. Group 2: Celebrity Endorsements - Some P2P platforms utilize the influence of celebrities to create a "authority effect," which enhances consumer trust, leading them to overlook potential risks [11]. - A case study shows that a woman lost 100,000 yuan after investing in a P2P platform endorsed by a celebrity, which turned out to be unlicensed and made false promises of capital protection [8][12]. Group 3: Misleading Borrowing Practices - Certain illegal financial advertisements mislead consumers regarding borrowing products by highlighting attractive terms while concealing hidden costs like service fees and penalties, resulting in much higher effective interest rates [15]. - A case study of a student who borrowed 5,000 yuan illustrates how he ended up with a debt of 50,000 yuan due to misleading advertising and a lack of stable income [13].