Core Viewpoint - The National Market Supervision Administration has highlighted the rampant issues in the private domain live streaming sector, emphasizing the need for stricter regulations and corrective measures to combat false advertising and other illegal activities [1][3]. Group 1: Issues in Private Domain E-commerce - Private domain live streaming has become a breeding ground for illegal activities, with three major issues identified: false advertising through fabricated expert personas and misleading health claims, targeting elderly consumers through emotional marketing, and a concealed illegal chain of operations [3]. - Over 70% of the 4,516 cases of false advertising related to the elderly occurred in private domain settings, indicating a significant financial impact [3]. - The illegal activities often involve a complete chain from offline promotion to private domain cultivation and live streaming conversion, making regulatory enforcement challenging due to the ease of deleting content and difficulty in securing evidence [3]. Group 2: Regulatory Actions and Measures - As of now, 30 cases of illegal false advertising in private domain live streaming have been filed, with a total penalty amounting to 68.7691 million yuan, and an additional 6.63 million yuan proposed for penalties [4]. - The Shanghai and Guangdong regions have implemented innovative enforcement models, with Shanghai recognizing offline stores as independent illegal entities and Guangdong verifying over 7,213 health product live streaming entities [4]. - The National Market Supervision Administration plans to strengthen enforcement across the entire chain, hold platforms accountable, improve legal protections, and enhance consumer awareness, particularly among the elderly [5]. Group 3: Future of Private Domain E-commerce - Compliance has become a core competitive advantage for sustainable development in private domain e-commerce, with ongoing research focusing on compliance pain points and risk analysis [6]. - A comprehensive compliance assessment system covering the entire process from entry to operation and after-sales has been developed to address issues like false advertising and illegal fundraising [8]. - The research team emphasizes that private domain e-commerce must adhere to laws such as the Anti-Unfair Competition Law, and a service model has been proposed to assist businesses in transitioning from passive to proactive compliance [10].