▲某电商平台friggbeauty旗舰店截图。图/新京报 仅仅用外用氨糖产品喷一喷，就能补充关节营养、修复软骨？只需服用叶黄素产品，便可防治近视、恢复 视力？今年早些时候，新京报曾报道部分医疗保健领域商家虚假夸大宣传、误导消费者的现象。 其次，监管存在滞后性问题。当前监管多依赖"曝光后整改"的事后模式，对电商平台上某些动态更新的营 销内容缺乏实时监测，且不同平台、地区之间的监管标准不一，给商家留下"打游击"的空间。 再者，消费者认知短板被商家精准利用。软骨修复、近视防控在医学上均为复杂难题，口服氨糖仅能辅助 缓解骨关节炎症状，叶黄素也只对缓解视疲劳或延缓年龄相关性黄斑病变可能有一定作用。然而，商家通 过虚构"海外品牌""医生推荐"等权威背书，很容易让缺乏专业知识的消费者落入陷阱。 值得警惕的是，这种"狡兔三窟"式的虚假宣传，不仅误导消费者延误正规治疗，更会透支整个医疗保健行 业的公信力。当合规企业严守宣传边界时，不良商家却依靠虚假话术抢占市场，长此以往，恐将形成"劣 币驱逐良币"的恶性循环。 要破解这一困局，不能仅依赖舆论曝光和突击整改，而必须构建系统化的长效监管机制。一方面，应强化 平台的前置审核责任，要求 ...

Core Insights - The potential harm of prolonged screen exposure on children's visual health has become increasingly prominent, leading to a surge in the children's lutein market as parents seek to protect their children's eyesight [1] - Some brands have been found to engage in misleading marketing practices regarding lutein products, suggesting efficacy in myopia prevention despite a lack of scientific evidence [2][14] Group 1: Market Dynamics - The children's lutein market is experiencing rapid growth due to rising awareness among parents about the importance of eye health [1] - Brands like GreenLife and NaturElan are still implicated in marketing practices that create anxiety and imply efficacy in myopia prevention, despite regulatory scrutiny [2][11] Group 2: Regulatory Environment - Following previous reports, the brand Zanhua has made corrections by removing misleading claims and clarifying the lack of evidence supporting lutein's role in preventing or controlling myopia [2] - Legal experts emphasize that misleading advertising, especially using endorsements from medical professionals, can violate competition laws [2] Group 3: Scientific Consensus - Experts agree that while lutein is beneficial as an antioxidant and for retinal health, there is no conclusive evidence supporting its effectiveness in preventing or controlling myopia [14][15] - The primary causes of myopia are linked to excessive near work and not directly related to lutein intake, highlighting the need for balanced dietary habits and proper eye care practices [14][15]