一财：从知情人士处获悉，市场监管总局正在讨论“虚假营销认定方法”，后续可能会针对汽车行业的夸大及虚假宣传进行治理。据了解，目前认定虚假营销主要依据《中华人民共和国广告法》《中华人民共和国反不正当竞争法》及《中华人民共和国消费者权益保护法》等。 ...

Core Viewpoint - PepsiCo has resolved a lawsuit regarding the misleading marketing of its Gatorade protein bars, which were claimed to be beneficial but contained more sugar than protein and more sugar than certain candy bars and donuts [1][2]. Summary by Sections Lawsuit Details - The lawsuit was dismissed with prejudice by U.S. District Judge Casey Pitts, meaning it cannot be refiled, at the request of PepsiCo and the plaintiffs [1][4]. - The plaintiffs accused PepsiCo of violating consumer protection laws by promoting Gatorade bars as beneficial for muscle recovery and scientifically backed, despite containing 28 grams of added sugar, exceeding the American Heart Association's recommended daily limit for women [2][3]. Health Concerns - The plaintiffs argued that the high sugar content is linked to obesity, diabetes, and cardiovascular diseases, and stated they would not have purchased the bars or would have paid less if they had known the true contents [3]. Company Response - PepsiCo described the claims of deception as "implausible," asserting that the Gatorade bars were not marketed as healthy or low in sugar, particularly for certain flavors [3][4]. - The case was allowed to proceed in August 2024, with the judge noting that reasonable consumers might be misled by the product labels and claims [4].

Core Insights - The article discusses the phenomenon of "Zhengzhou Gang," a group of content creators on Xiaohongshu (Little Red Book) who utilize strategic marketing techniques to drive product sales through engaging posts and comments [1][3][20] Group 1: Marketing Strategies - "Zhengzhou Gang" employs a high-volume content creation strategy, with each editor producing five to six posts daily, leveraging algorithms for free traffic [3][5] - The marketing approach includes creating attention-grabbing titles and utilizing the "golden three seconds" principle to engage users quickly [8][9] - The content is tailored to include relevant keywords and themes, ensuring it aligns with trending topics and user interests [9][10] Group 2: Operational Model - The operational model resembles an assembly line, where a large number of editors and contributors work together to produce and publish content efficiently [13][15] - The recruitment process is broad, allowing individuals from various educational backgrounds to participate, capitalizing on the high literacy rates in Henan province [13][24] - The training materials for "Zhengzhou Gang" are continuously updated to adapt to platform changes and user preferences, ensuring relevance in content production [12][20] Group 3: Community Impact - The activities of "Zhengzhou Gang" have sparked controversy regarding the authenticity of content and its impact on community ecology, leading to scrutiny from platform operators [19][22] - Despite the criticisms, the group has found success in connecting consumers with products, particularly for lesser-known brands that cannot afford traditional advertising [19][20] - The phenomenon reflects broader trends in digital marketing, where algorithms and user engagement strategies play a crucial role in shaping consumer behavior [20][22]

Core Insights - The article highlights a significant issue of fake marketing on Xiaohongshu, where a group was found selling counterfeit luxury bags through deceptive posts and comments [1] - Xiaohongshu has taken substantial measures to combat this issue, resulting in the removal of millions of fake accounts and content [1] Summary by Categories Fake Marketing Cases - A specific case involved a fake marketing group using "fishing posts" and comment manipulation to sell counterfeit luxury bags, leading to a public debate in the comments section [1] - The platform identified and cleaned up nearly 200,000 pieces of violating content related to this case [1] Actions Taken by Xiaohongshu - Since March of this year, Xiaohongshu has banned over 12 million fake accounts and dealt with approximately 13.76 million fake marketing posts [1] - The platform has also cleared over 360 million fake comments to maintain the integrity of its content [1] Types of Fake Accounts - Xiaohongshu is primarily targeting two types of fake accounts: 1. "Pseudo-influencer" accounts created by organizations that simulate real personas like doctors or professionals while promoting products [1] 2. "Crowdsourced" accounts that recruit ordinary users to generate and disseminate homogeneous fake marketing posts and comments [1]

21世纪经济报道记者肖潇 北京报道 在小红书的评论区里，几条"带名牌包上高铁"的笔记掀起了争论。笔记里往往是一张香奈儿的豆腐包靠 在高铁窗边，或者爱马仕放在前方桌板上。配文："高铁好多人看着，被看出来了？" 下方评论区吵了起来，有人在分析包的真假，还有人问哪里能买同款。博主耐心地一条条回复询问：可 私。点进主页，个人介绍是一串汉字和数字夹杂的神秘号码。 小红书账号治理成员必行提到，部分团队还会搭建场景来模拟日常，例如在公司布置宿舍、卧室的"假 实景"拍摄。他们以日常内容养号，再悄然夹带私货。如果不仔细甄别，很难与真人区分。 这是近期小红书在治理日上披露的一则虚假营销典型案例。今年8月，平台发现一个假货团伙利用"钓鱼 笔记+评论区引导+主页导流"的链条，成规模地售卖山寨名牌包。最终，平台清理了近20万条违规内 容。 这样的虚假营销并非个案，社交平台在电商化的趋势下，越来越容易成为灰产的目标。根据小红书披露 的数据，从今年3月以来，封禁了虚假账号超1200万个，处置虚假营销笔记1376万篇，清理虚假评论超 3.6亿条。小红书强调，虚假营销是这半年的治理重点。 猫鼠游戏 多个媒体此前报道，河南郑州聚集着多个运营团队 ...

Core Viewpoint - Xiaohongshu has been criticized for failing to manage harmful content effectively, leading to regulatory actions against the platform for promoting celebrity gossip and trivial information that disrupts the online ecosystem [1][4]. Group 1: Regulatory Actions - The National Cyberspace Administration of China has conducted talks with Xiaohongshu due to its failure to fulfill content management responsibilities, resulting in a warning and a mandate for corrective actions [1]. - Xiaohongshu has faced scrutiny from regulatory bodies multiple times, including a significant crackdown on malicious marketing accounts initiated by the Shanghai Cyberspace Administration in 2020 [2][3]. Group 2: Content Management Issues - Despite the implementation of the "Woodpecker" plan in 2020 aimed at combating false promotional content, issues with malicious marketing persist on the platform [2][3]. - Reports indicate that many "grass planting" articles are not genuine user experiences but rather paid promotions by businesses, undermining consumer trust and market order [3]. Group 3: Business Model and Impact - Xiaohongshu's shift towards e-commerce, particularly through celebrity-driven content, has opened new avenues for monetization but risks trivializing valuable information and harming the platform's content ecosystem [5]. - The platform's focus on celebrity gossip and personal details may serve commercial interests rather than providing meaningful content to users, raising questions about the value of such information [4][5].

Core Viewpoint - The live commerce industry in China is facing significant issues, including a rise in complaints and various forms of misconduct, prompting regulatory authorities to take action [1][2]. Group 1: Industry Issues - The live commerce sector has seen a substantial increase in complaints, with 402,000 cases reported in 2024, marking a 19.3% year-on-year growth [1]. - Five major issues have been identified in the live commerce industry, with "false marketing" being the most prominent [2]. - Specific cases of misconduct include the use of pre-packaged pearls in live demonstrations and misleading consumer interactions through fake reviews [5][6]. Group 2: Regulatory Actions - The State Administration for Market Regulation (SAMR) is conducting special rectifications to address the prominent issues in live commerce [1][2]. - A new regulatory framework, the "Live Commerce Supervision Management Measures," has been drafted to clarify responsibilities among platforms, merchants, and hosts, preventing them from shifting blame [10][12]. - The measures include a "blacklist" system to prevent repeat offenders from continuing their activities under different identities [17]. Group 3: Technological and Monitoring Enhancements - The new regulations will also encompass AI-generated content and digital influencers, holding operators accountable for any violations [14]. - The SAMR plans to promote the use of product coding and establish a monitoring system to enhance regulatory capabilities in live commerce [18].