Core Viewpoint - The Zhejiang Provincial Market Supervision Administration has initiated a compliance guidance meeting to regulate live streaming marketing activities during the "6.18" shopping festival, emphasizing the need for transparency and fairness in promotional activities [1][2]. Group 1: Regulatory Actions - The meeting involved over a hundred leading live streaming companies and platforms, focusing on compliance with marketing regulations and addressing consumer complaints related to live streaming e-commerce [2][3]. - The administration reported that in the first five months of 2025, there were 24,586 complaints related to live streaming e-commerce, highlighting issues such as food safety, intellectual property infringement, and false marketing [2][3]. Group 2: Consumer Guidance - Consumers are advised to be cautious of AI impersonation technologies and to verify the authenticity of accounts before engaging in live streaming promotions [4][5]. - The Zhejiang Consumer Protection Committee has issued tips for consumers, recommending they choose reputable platforms and avoid clicking on suspicious links [5][6]. Group 3: Marketing Practices - Live streaming hosts are prohibited from making false or misleading claims about products and must establish strict product selection standards [3][6]. - The administration aims to foster a healthy live streaming ecosystem, which is essential for the sustainable development of this new business model [3].