安徽省滁州市市场监管局查处滁州越强医药咨询有限公司虚假宣传案中，当事人通过短视频平台开展健 康讲座，将老年消费者引流至自建微信群。当事人在微信群内组织老年消费者收看养生保健课程节目并 推介所销售药品灵芪红胶囊具有"永葆青春、延长寿命"等功效，严重夸大药品实际效果。此外，推广客 服还在群里冒充消费者发布诸如"效果非常好，再订2个月的量"等不实购买信息及评价信息，诱导群内 真实客户下单。依据相关规定，市场监管部门责令当事人停止违法行为，并处20万元罚款。 执法人员表示，本案是"线下引流+私域直播"新型营销模式下多重违法的典型案件，违法行为集虚假宣 传、虚假广告与个人信息侵权于一体，危害后果叠加。当事人精准聚焦中老年消费者，利用其健康焦 虑、信息辨识能力较弱等特点实施针对性欺诈，严重侵害老年消费者权益。 当事人的行为违反多条法律规定，市场监管部门责令当事人停止违法行为、消除影响，同时对当事人作 出警告、处12.04万元罚款的处罚。 江苏省苏州市姑苏区市场监管局查处阿换网络科技（苏州）有限公司（当事人）虚假宣传案中，当事人 通过自建网站开展私域直播，外聘主播向中老年消费者推介"君仙谷不老酒""舒康奇力子灵芝孢子油软 ...

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].

Core Viewpoint - The State Administration for Market Regulation (SAMR) is taking action against false advertising in private domain live streaming, particularly targeting illegal practices that exploit vulnerable groups such as the elderly [1][4]. Group 1: Regulatory Actions - SAMR has held discussions with relevant platform companies to enforce accountability and social responsibility, urging them to assist in monitoring and limiting access to illegal content [1][2]. - The regulatory body has initiated a nationwide campaign to combat false advertising related to drugs and health products aimed at the elderly, following reports of deceptive marketing practices [1][4]. - In Shanghai, over 50 stores have been penalized for knowingly participating in false advertising through private domain live streaming, marking a shift in accountability for physical stores [2][3]. Group 2: Technological Measures - The Henan Provincial Market Supervision Bureau is utilizing big data analysis and AI technology to monitor risks associated with private domain live streaming and related platforms [2]. - Certain private domain live streaming platforms have been found to manipulate viewer statistics and engagement metrics, significantly inflating their perceived popularity [3]. Group 3: Enforcement Outcomes - A total of 30 cases related to false advertising in private domain live streaming have been filed, with penalties amounting to 2.93 million yuan and potential fines of approximately 6.63 million yuan [4]. - Regulatory efforts have led to the suspension of 5,904 videos and 11,000 live streams, with 472 repeat offenders blacklisted [3].

Core Viewpoint - The State Administration for Market Regulation (SAMR) has initiated investigations into companies involved in misleading advertising practices related to private domain live streaming, particularly targeting scams aimed at elderly consumers [1] Group 1: Regulatory Actions - SAMR has deployed local market regulatory departments to investigate the actual operating entity of "Xiaoshuo Zhenxuan," Lianyungang Xiaoshuo Health Biotechnology Co., Ltd., and its offline store "Yangai Zhenpin" for potential illegal activities [1] - The implicated entities have been placed under investigation by market regulatory authorities [1] - SAMR has also instructed the Shanghai market regulatory department to investigate individual business stores under the "Kandao" brand [1] Group 2: Additional Investigations - Guidance has been provided to the Shaanxi provincial market regulatory department to investigate Xi'an Dayu Evaluation Technology Co., Ltd. and Shaanxi Youth Strategy Health Management Co., Ltd. [1]

Core Viewpoint - The article discusses the increasing issue of fraudulent marketing practices targeting the elderly through private domain live streaming, highlighting regulatory actions taken by the market supervision authorities to combat these illegal activities [1][5]. Group 1: Regulatory Actions - The Market Supervision Administration has initiated 30 cases related to false advertising in private domain live streaming, 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][6]. - Investigations into five private domain live streaming platforms, including Weizan and Xiaoe Tong, have concluded, indicating a focused effort to address the issue [5][6]. - The administration has collected 7,415 public complaints and has handled 4,516 illegal cases, imposing fines totaling 68.77 million yuan and requiring 3,611 entities to rectify their practices [6][7]. Group 2: Characteristics of Private Domain Live Streaming - Private domain live streaming is characterized by precise targeting of specific user groups, high conversion rates of purchase intentions, a closed and concealed nature, and diverse operational models [2][3]. - The marketing strategies often involve misleading claims, such as presenting ordinary products as miraculous cures, and utilizing fake expert personas to promote products [3][4]. Group 3: Challenges in Regulation - The regulatory authorities face challenges in monitoring and enforcing laws due to the private nature of these live streams, making evidence collection and tracing difficult [4][6]. - The new amendments to the Anti-Unfair Competition Law, effective from October 15, aim to strengthen the regulation of false advertising and enhance the responsibilities of platform companies [7].

记者今天（10日）从天津市蓟州区市场监督管理局获悉，中央广播电视总台新闻频道《每周质量报告》 栏目9月28日播出《私域直播围猎老年消费者》节目后，天津市蓟州区市场监管局立即对涉事门店依法 立案调查，对直播间经营主体潇洒甄选（连云港）科技有限公司涉嫌虚假宣传案件线索移送至江苏省连 云港市市场监管局。同时，在天津市蓟州区开展老年人药品、保健品等虚假宣传专项整治行动，切实维 护老年消费者合法权益。（央视新闻 ） ...