Core Viewpoint - The article highlights the rise of fraudulent activities targeting elderly consumers in China's aging market, particularly through private domain live streaming, leading to regulatory actions against misleading promotions [2][10]. Group 1: Regulatory Actions - The Shanghai Baoshan District Market Supervision Administration successfully investigated a case involving false advertising and consumer deception through private domain live streaming [2]. - The enforcement officers found that the promoted product, a compound lactic acid bacteria freeze-dried powder, was falsely advertised to have immediate effects, misleading consumers like Ms. Wang [4][8]. - The authorities determined that the product sold was merely a regular food item, not a drug or health product, and have mandated the cessation of illegal activities with corresponding penalties [8]. Group 2: Marketing Practices - The investigation revealed that during the private live stream, sales personnel emphasized the product's supposed benefits against Helicobacter pylori but failed to show the actual product or provide a direct purchasing link [6]. - Instead, after the live stream, purchase links were sent in WeChat groups with discounts to entice elderly consumers to buy, complicating the enforcement process due to the separation of promotion and actual product [6]. Group 3: Industry Insights - Industry experts note that as the elderly health product market grows, more businesses are using private domain live streaming for marketing, raising concerns about potential misconduct [10]. - The Chinese Consumers Association has identified private domain marketing as a significant area of consumer complaints, particularly regarding counterfeit products and difficulties in consumer rights protection due to incomplete transaction records [10].