Core Viewpoint - The article highlights the issue of fraudulent practices in private domain live streaming, particularly targeting elderly consumers with misleading health claims and products disguised as medicine [1][15]. Group 1: Fraudulent Practices - A private domain live streaming session in Tianjin misled consumers by promoting a regular food product as a "miracle drug" for heart diseases, claiming it was developed from a "secret formula" by a so-called traditional medicine practitioner [2][4]. - The live stream attracted a significant audience, maintaining 4,000 to 7,000 viewers throughout the session, indicating a high level of engagement among elderly consumers [4][11]. - The products sold, including the "heart muscle peptide nutritional liquid," were falsely advertised with exaggerated health benefits, leading to substantial financial gains for the sellers [9][11]. Group 2: Regulatory Response - Market regulators discovered that the claims made by the live stream were entirely fabricated, with no evidence supporting the existence of the so-called "traditional medicine practitioner" or the legitimacy of the products [6][12]. - The regulatory authorities imposed a fine of 600,000 yuan on the involved parties for false advertising and ordered them to cease illegal activities [11]. - The platform facilitating the live stream, "Xiao E Tong," faced scrutiny for inadequate content review processes, leading to further regulatory actions including a fine of 360,000 yuan and the removal of over 16,000 pieces of non-compliant content [12][11]. Group 3: Consumer Protection Measures - New regulations are being proposed to address the challenges of evidence collection in private domain live streaming, including requirements for platforms to provide transaction video playback for at least 30 days post-broadcast [13]. - Experts emphasize the need for consistency in regulations, suggesting that online practices should mirror offline restrictions to prevent misleading marketing tactics [14]. - The China Consumers Association has issued warnings about the tactics used to lure elderly consumers, such as offering free items and conducting misleading health seminars [15][17].

私域直播是通过自建小程序或通过社交平台进行的定向直播，其核心特征是用户触达精准度高、互动性 强，但同时这种直播形式具有较强的隐蔽性，容易避开监管，被一些不法商家利用实施诈骗。前不久， 天津的一个私域直播间打着"御医传人配方"的幌子，将一款普通食品包装成"治病神药"，不少老人上当 受骗。 普通食品冒充"治病神药" 借"御医传人配方"坑骗老人 前不久，天津市场监管部门执法人员根据消费者提供的线索，进入到某私域直播间，在这里执法人员发 现，一款标称为雏牧香品牌的"心肌肽营养液"，被说成了能够改善各类心脏病症的"全能调理产品"。 12月21日，央视《每周质量报告》曝光私域直播"坑老"套路：免费鸡蛋引流，高价"神药"收割，有商贸 公司在短短3个月内，组建微信群百余个，群成员近万人，通过私域直播的方式，累计销售额100多万 元。 直播间主播声称，这款"心肌肽营养液"是一位御医传人根据祖传秘方研发的，还举例称有位82岁的老奶 奶，为了测试心肌肽的效果，特意从1楼爬到17楼。以前爬几步就累得不行，现在一口气爬到17楼都没 事。 执法人员发现，私域直播间提及的各类产品功效，吸引了大量老年消费者的关注，直播全程在线人数基 本维持 ...