Core Viewpoint - The State Administration for Market Regulation has released typical cases in the live e-commerce sector, highlighting issues such as false advertising, price fraud, trademark infringement, and illegal advertising across various product categories including food, health products, cosmetics, and clothing [1] Group 1: False Advertising and Price Fraud - The live e-commerce sector is experiencing a surge in demand for weight loss products, but some merchants are exaggerating effects and engaging in false marketing [2] - Dongying Rongcan Trading Co., Ltd. was fined 100,000 yuan for using misleading advertising tactics to promote weight loss products, including creating a false sense of urgency and downplaying potential risks [2] - Shanxi Province's "Taiyuan Old Ge," a prominent influencer with over 90 million followers, was fined 5.6 million yuan for a series of false advertising and price fraud cases [2] Group 2: Trademark Infringement - Trademark infringement is prevalent in the live e-commerce sector, with companies using similar trademarks or logos to mislead consumers [3] - Ningbo Hanyang E-commerce Co., Ltd. was fined 1.023 million yuan for selling counterfeit shoes that closely resembled a well-known brand's trademark without authorization [3] Group 3: Facilitating Intellectual Property Infringement - A group selling counterfeit watches collaborated with a live streamer to drive traffic to their sales, resulting in a fine of 100,500 yuan for the streamer [4] - In another case, individuals were penalized for artificially inflating follower counts for e-commerce accounts, leading to a fine of 270,000 yuan [4] Group 4: Targeting Vulnerable Consumers - Shanghai's Lunlun Food Store targeted elderly consumers through private live streams, falsely claiming health benefits for their products, resulting in a fine of 200,000 yuan [5]

Core Viewpoint - The State Administration for Market Regulation (SAMR) has intensified oversight of live e-commerce, highlighting multiple cases of illegal activities such as false advertising and price fraud, with significant penalties imposed on violators [1][2][3] Group 1: Regulatory Actions - The SAMR held a press conference to announce a series of typical cases in live e-commerce, addressing issues like false advertising, price fraud, trademark infringement, and non-compliance by platforms [1] - Shanxi Lao Ge Trading Co., Ltd. was fined a total of 5.6 million yuan for engaging in false advertising and price fraud through a live streaming platform, promoting over 30 products with exaggerated claims [1][2] - The Shanxi Provincial Market Supervision Bureau has established a special task force to monitor and investigate cases related to the popular live streamer "Taiyuan Lao Ge," who has over 90 million followers [2] Group 2: Monitoring and Compliance - The Shanxi Provincial Market Supervision Bureau has developed a new regulatory model for live e-commerce, including the issuance of compliance guidelines that clarify the responsibilities of various stakeholders [3] - The bureau upgraded its online transaction monitoring system to enhance its capabilities, implementing a dual-driven model of "self-inspection + third-party monitoring" to improve oversight [3] - In 2023, the market supervision system in Shanxi has handled 68 cases related to live e-commerce, effectively maintaining market order in the industry [3]

Core Viewpoint - The article discusses the release of typical cases in the live e-commerce sector by the State Administration for Market Regulation, highlighting various violations such as false advertising and price fraud by different companies in the industry [1] Group 1: Case Summaries - Shanxi Laoge Trading Co., Ltd. was penalized for false advertising and price fraud, resulting in a total fine of 5.6 million yuan for misleading consumers through exaggerated claims and unproven comparisons during live broadcasts [2] - Shenzhen Xiao'e Network Technology Co., Ltd. faced penalties for failing to conduct proper qualification reviews and safety guarantees, leading to false advertising on its platform, resulting in a fine of 360,000 yuan [3] - Dongying Rongcan Trading Co., Ltd. was fined 100,000 yuan for illegal advertising related to a health product, where misleading claims were made during a live broadcast [4] - A group of individuals involved in West Chong Media Co., Ltd. was penalized for artificially inflating follower counts for e-commerce operators, leading to a fine of 270,000 yuan [5] - Ningbo Hanyang E-commerce Co., Ltd. was fined 1.023 million yuan for trademark infringement and product quality violations, selling counterfeit shoes without proper labeling [6] - A live streamer named Cheng was penalized for facilitating the sale of counterfeit watches, resulting in a fine of 100,500 yuan for promoting infringing products [7] - Shanghai Lunen Food Store was fined 200,000 yuan for false advertising targeting elderly consumers, promoting health products with unsubstantiated claims about disease prevention and treatment [8]