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].

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].

Core Viewpoint - The Tianjin Jizhou District Market Supervision Administration has initiated an investigation into a company involved in misleading advertising targeting elderly consumers following a report aired by China Central Television on September 28 [1] Group 1: Investigation and Actions - The Tianjin Jizhou District Market Supervision Administration has filed a case against the involved store and referred the misleading advertising case to the Jiangsu Lianyungang Market Supervision Administration [1] - A special rectification action has been launched in Tianjin Jizhou District to address false advertising related to drugs and health products aimed at elderly consumers [1]