三是压实平台责任，推动对违法行为的治理关口前移。针对一些不法商家利用私域群聊诱导消费者进入 私域直播的问题，市场监管总局约谈相关平台企业，要求其压实主体责任、履行社会义务，通过配合监 管部门办案取证、采用技术措施对存在涉嫌违法内容的外部链接进行限制访问、加大对消费者宣传提示 等方面进行协助治理打击，积极支持市场监管部门对违规私域直播平台执法办案。 智通财经记者 段彦超 一是部署全国市场监管系统开展专项整治。专项整治工作期间，征集群众及经营主体提供的问题线索 9268个，查办违法案件6175件，罚没金额1.035亿元，责令4908家主体整改、涉及金额634.77万元，向纪 检监察机关移送违规违纪线索134条，取得阶段性整治成果。 二是加强监管执法，全链条打击违法行为。针对保健品虚假宣传违法行为向私域直播领域蔓延发展、规 避监管的趋势，市场监管部门对相关私域直播平台开展起底核查，查处了一批违法违规的私域直播平 台、私域直播间、相关产品生产企业、销售企业等违法主体，实现了全链条打击。例如，此次公布的十 大重大案件中，广东省市场监管部门查处的"微赞"案件中，当事人是一家私域直播平台，为虚假宣传提 供技术支持；而福建省 ...

来源：央视新闻客户端 私域直播是通过自建小程序或通过社交平台进行的定向直播，其核心特征是用户触达精准度高、互动性 强，但同时这种直播形式具有较强的隐蔽性，容易避开监管，被一些不法商家利用实施诈骗。前不久， 天津的一个私域直播间打着"御医传人配方"的幌子，将一款普通食品包装成"治病神药"，不少老人上当 受骗。 普通食品冒充"治病神药" 借"御医传人配方"坑骗老人 前不久，天津市场监管部门执法人员根据消费者提供的线索，进入到某私域直播间，在这里执法人员发 现，一款标称为雏牧香品牌的"心肌肽营养液"，被说成了能够改善各类心脏病症的"全能调理产品"。 揭秘私域直播间 收割老年人的全链条陷阱 将普通食品宣传成治病良药，私域直播误导了不少老年消费者。这些老年人究竟是如何被拉到私域直播 间的呢？ 直播间主播声称，这款"心肌肽营养液"是一位御医传人根据祖传秘方研发的，还举例称有位82岁的老奶 奶，为了测试心肌肽的效果，特意从1楼爬到17楼。以前爬几步就累得不行，现在一口气爬到17楼都没 事。 执法人员发现，私域直播间提及的各类产品功效，吸引了大量老年消费者的关注，直播全程在线人数基 本维持在4000~7000人。 记者了解到 ...

Core Viewpoint - The State Administration for Market Regulation has announced five typical cases of false advertising in the private domain live streaming sector, highlighting the need for stricter oversight and regulation to protect consumer rights and ensure fair market competition [1][10]. Group 1: Case Summaries - Guangzhou Zanshang Information Technology Co., Ltd. was fined 1.1 million yuan for facilitating false advertising on its "Weizan" live streaming platform, failing to verify the qualifications of operators and allowing misleading promotional practices [2][3]. - Hangzhou Chaojiao Technology Co., Ltd. was fined 350,000 yuan for making exaggerated claims about health products in corporate WeChat groups without providing evidence of their truthfulness [4][5]. - An individual named He was fined 1.229 million yuan for selling a health drink without proper qualifications and making unsubstantiated health claims through social media [6][7]. - Ji'an Tiancao Health Pharmacy Co., Ltd. was fined 200,000 yuan for falsely advertising the efficacy of its products during live streams, misleading consumers about their health benefits [8]. - Hubei Liuling Era Sports Development Co., Ltd. was fined 50,000 yuan for promoting a calcium supplement with misleading health claims, particularly targeting middle-aged and elderly consumers [9]. Group 2: Regulatory Actions and Implications - The crackdown on false advertising in private domain live streaming is part of a broader effort by market regulators to address illegal marketing practices that exploit vulnerable populations, particularly the elderly [10]. - The enforcement actions serve as a warning to all market participants about the importance of adhering to legal standards and maintaining truthful advertising practices to protect consumer rights and promote fair competition [3][5][8].

Core Viewpoint - The article highlights the issue of false advertising in private domain live streaming, where businesses mislead consumers by exaggerating product efficacy and fabricating healing claims, leading to regulatory actions against several companies [1][2][3]. Group 1: Regulatory Actions - The Market Supervision Administration has published five typical cases of illegal false advertising in private domain live streaming [1]. - Guangzhou Zanshang Information Technology Co., Ltd. was found to be providing services that enabled false advertising on its platform, including creating "virtual popularity" and allowing sellers to set sales figures [1]. - Hangzhou Chao Tiao Technology Co., Ltd. was investigated for sending exaggerated product descriptions and patient recovery cases in corporate WeChat groups to promote their products [2]. Group 2: Specific Cases of False Advertising - In Xiamen, a case involved an individual who sold a solid beverage without proper qualifications, misleading consumers through private domain live streaming [2]. - Ji'an Tian Cao Health Pharmacy Co., Ltd. was found to falsely advertise the health benefits of their products during live streams, claiming effects that were not substantiated [2]. - Hubei Li Ling Era Sports Development Co., Ltd. was penalized for promoting a calcium supplement with unverified claims of treating medical conditions [3].

Core Viewpoint - Recent actions by unscrupulous businesses targeting the elderly through deceptive marketing practices in private live streaming have prompted regulatory authorities to intensify efforts against unfair competition, resulting in significant enforcement actions [1][2]. Group 1: Regulatory Actions - The Guangzhou market regulatory authority fined Guangzhou Zanshang Information Technology Co., Ltd. a total of 1.1 million yuan for facilitating false advertising on its private live streaming platform, "Weizan" [2]. - The Hangzhou market regulatory authority imposed a fine of 350,000 yuan on Hangzhou ChaoDiao Technology Co., Ltd. for exaggerated claims regarding health products in its promotional content [3]. - The Xiamen market regulatory authority fined an individual 1.229 million yuan for selling a health product without proper qualifications and for misleading advertising through social media [6]. - The Ji'an market regulatory authority fined Ji'an Tiancao Health Pharmacy Co., Ltd. 200,000 yuan for false claims about the efficacy of its health products during live streaming [7]. - The Wuhan market regulatory authority fined Hubei Liuling Era Sports Development Co., Ltd. 50,000 yuan for misleading claims about a dietary supplement's health benefits [8]. Group 2: Nature of Violations - Companies have been found to use exaggerated and misleading language in their marketing, such as claiming to be the "only true solution" for health issues and providing unverifiable success stories [3][4]. - The regulatory actions highlight a pattern of businesses exploiting the vulnerabilities of elderly consumers by promoting ordinary products as miraculous cures, thereby violating consumer rights and fair market practices [7]. - The enforcement actions serve as a warning to all market participants that deceptive advertising practices will not be tolerated and that compliance with legal standards is mandatory [7][8].

Core Viewpoint - Recent actions by unscrupulous merchants targeting the elderly through deceptive marketing practices in private live streaming have prompted regulatory authorities to intensify efforts against unfair competition and false advertising, resulting in significant enforcement actions [1][3]. Group 1: Case Summaries - Guangzhou Zanshang Information Technology Co., Ltd. was found guilty of false advertising by providing services that facilitated misleading promotions on its private live streaming platform, leading to a fine of 1.1 million yuan [1][2]. - Hangzhou Chaojiao Technology Co., Ltd. exaggerated the efficacy of health products in promotional content shared in enterprise WeChat groups, resulting in a fine of 350,000 yuan [4][5]. - An individual named He was penalized for selling a health product without proper qualifications and for making unsubstantiated health claims, incurring a fine of 1.229 million yuan [8][9]. - Ji'an Tiancao Health Pharmacy Co., Ltd. was found to have falsely advertised the health benefits of its products during live streaming, leading to a fine of 200,000 yuan [11][12]. - Hubei Liuling Era Sports Development Co., Ltd. misled consumers about the therapeutic effects of its product during a live stream, resulting in a fine of 50,000 yuan [14][15]. Group 2: Legal Basis and Penalties - The actions of the companies violated various provisions of the Anti-Unfair Competition Law and the E-commerce Law, leading to penalties that included fines and orders to cease illegal activities [2][5][9][12][15]. - Regulatory authorities emphasized the importance of compliance with legal standards in advertising, particularly in the health sector, to protect consumer rights and ensure fair market competition [7][10][13][16]. Group 3: Industry Implications - The crackdown on false advertising in private live streaming highlights the need for stricter oversight and accountability among platform operators and merchants, particularly those targeting vulnerable populations like the elderly [3][10][13]. - The enforcement actions serve as a warning to all market participants that deceptive practices will not be tolerated and that adherence to truthful and scientifically supported advertising is essential for maintaining consumer trust and market integrity [7][10][16].

Core Points - The article highlights the issue of false advertising targeting elderly consumers in the pharmaceutical and health product sectors, particularly through new marketing methods like private domain live streaming [1][2][3] Group 1: Case Summaries - The Beijing Kao Century Department Store was found guilty of false advertising by promoting ordinary eggs as "selenium-rich eggs" and falsely claiming that a product called "black maca" was produced by a reputable brand, violating consumer rights and privacy [1][2] - A case involving Ahuan Network Technology (Suzhou) Co., Ltd. revealed that the company used private domain live streaming to promote products with unproven health claims, leading to a fine of 250,000 yuan [2] - In Anhui Province, a company was penalized for misleading elderly consumers through health lectures and exaggerated claims about a product's effectiveness, resulting in a fine of 200,000 yuan [3] Group 2: Regulatory Actions - The market regulatory authorities have mandated the cessation of illegal activities and imposed fines on the companies involved, reflecting a crackdown on deceptive marketing practices targeting vulnerable populations [2][3] - The enforcement actions demonstrate a growing concern over the exploitation of elderly consumers' health anxieties and their limited ability to discern accurate information [2]

Core Viewpoint - The market regulatory authority has initiated actions against fraudulent practices in private domain live streaming, particularly targeting scams that exploit elderly consumers [1][3]. 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]. - The regulatory body is implementing a full-chain crackdown on entities involved in false advertising, including live streaming rooms, platforms, and related product companies [3]. Characteristics of Private Domain Live Streaming - Private domain live streaming operates through closed groups like WeChat, lacking transparency and features such as replay options, transaction order queries, and product reviews, making it easier for fraudsters to target vulnerable consumers [1][2]. - Fraudulent merchants often destroy evidence by closing streams and disbanding groups, complicating consumer rights protection and regulatory enforcement [2]. Market Size and Growth - The private domain live streaming market has seen explosive growth, with total merchandise transaction volume (GMV) reaching hundreds of billions, and the private domain operation market exceeding one trillion yuan [3]. Industry Development and Regulation - The industry must move away from being a haven for illegal e-commerce practices, aligning management standards with public domain live streaming platforms [4]. - Regulatory authorities are leveraging technology to enhance oversight of private domain platforms, including vetting marketing personnel and mandating minimum data retention periods for live streaming [4].

Core Viewpoint - The National Market Supervision Administration is intensifying efforts to combat false advertising in private domain live streaming, particularly targeting fraudulent practices that exploit elderly consumers [1][2][3]. Group 1: Regulatory Actions - A total of 30 cases of false advertising in private domain live streaming have been filed, including 6 cases against platforms and 24 against merchants, resulting in penalties totaling 2.93 million yuan, with an additional 6.63 million yuan in proposed penalties [1][3]. - The regulatory system has launched a special campaign to address false advertising related to drugs and health products aimed at the elderly, leading to the collection of 7,415 problem leads and the investigation of 4,516 illegal cases, with penalties amounting to 68.77 million yuan [2][3]. Group 2: Legislative Changes - The newly revised Anti-Unfair Competition Law came into effect on October 15, aiming to enhance the regulation of false advertising and clarify the responsibilities of platform enterprises [4]. - The revision addresses current market conditions and competition issues, detailing types of unfair competition and establishing standards for recognition, including keywords search, data rights infringement, and platform responsibilities [4]. Group 3: Industry Guidelines - Businesses are urged to adhere to principles of voluntariness, equality, fairness, and integrity in their operations, while being reminded of the importance of compliance with laws and ethical standards [5]. - Platform operators are specifically advised to avoid exploiting technology to undermine competition and to ensure compliance with the revised Anti-Unfair Competition Law [5].

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].