市场监管总局价监竞争局一级巡视员杨洪丰表示，针对私域直播虚假宣传乱象，市场监管部门持续强化 民生领域反不正当竞争工作，严厉打击此类违法违规行为，取得积极成效。 首先是部署全国市场监管系统开展专项整治。去年印发《关于开展老年人药品、保健品虚假宣传专项整 治的通知》，部署全国市场监管部门严查老年人药品、保健品虚假宣传、价格欺诈、违法广告等侵害老 年人合法权益、破坏养老服务市场竞争秩序的行为。专项整治工作期间，征集群众及经营主体提供的问 题线索9268个，查办违法案件6175件，罚没金额1.035亿元，责令4908家主体整改、涉及金额634.77万 元，向纪检监察机关移送违规违纪线索134条，取得阶段性整治成果。 其次是加强监管执法，全链条打击违法行为。针对保健品虚假宣传违法行为向私域直播领域蔓延发展、 规避监管的趋势，市场监管部门开展靶向治理，成立专门工作机制，全程跟进指导督办，对相关私域直 播平台开展起底核查，查处了一批违法违规的私域直播平台、私域直播间、相关产品生产企业、销售企 业等违法主体，实现了全链条打击。 此外，压实平台责任，推动对违法行为的治理关口前移。针对一些不法商家利用私域群聊诱导消费者进 入私域 ...

Core Viewpoint - The National Market Supervision Administration is intensifying efforts to combat false advertising in private domain live streaming, particularly targeting misleading promotions of drugs and health products aimed at the elderly [1][2][3]. Group 1: Regulatory Actions - A total of 30 cases of false advertising in private domain live streaming have been filed, with 6 cases involving platforms and 24 involving merchants, resulting in penalties totaling 2.93 million yuan and proposed penalties of approximately 6.63 million yuan [1][3]. - The market supervision system has collected 7,415 problem leads from the public and businesses, leading to the investigation of 4,516 illegal cases with fines totaling 68.77 million yuan [2][3]. - Since July, platforms have banned 5,904 illegal videos and 11,000 live streams, with 1,877 stores facing live streaming bans [4]. Group 2: Targeted Demographics - Unscrupulous merchants are using tactics like "free health lectures" and "expert consultations" to lure elderly consumers into private domain live streams for false marketing [2][3]. - The focus of the crackdown includes false advertising and price fraud related to elderly drugs and health products, which are seen as violations of the rights of elderly consumers [2][3]. Group 3: Challenges in Enforcement - The private domain live streaming model presents challenges for regulatory enforcement due to its closed and hidden nature, making it difficult to collect evidence and trace the supply chain [7][8]. - Merchants often destroy evidence and evade responsibility through tactics like "closing after the broadcast" and blocking information [7]. Group 4: Technological Support - Technological advancements are aiding regulatory efforts, with initiatives like "You Shoot, I Check" for collecting leads and the use of AI for monitoring illegal activities [8]. - The introduction of third-party monitoring and big data analysis is enhancing the ability to detect and address violations in private domain live streaming [8]. Group 5: Legal Framework - The newly revised Anti-Unfair Competition Law, effective October 15, strengthens regulations against false advertising and clarifies the responsibilities of platform enterprises [9][10]. - The law aims to promote fair competition and address current market challenges, providing a solid legal foundation for combating false advertising [9][10].

Core Points - The newly revised Anti-Unfair Competition Law of the People's Republic of China officially came into effect on October 15, 2023, aiming to address false advertising and other illegal activities targeting the elderly in the pharmaceutical and health product sectors [1] - The State Administration for Market Regulation has investigated 4,516 cases of illegal activities, imposing fines totaling 68.7691 million yuan, with 30 cases related to private domain live streaming targeting the elderly [1] - The regulatory focus is on false claims made by businesses using private domain live streaming, which poses challenges for monitoring and enforcement due to its closed and difficult-to-trace nature [1] Summary by Sections Regulatory Actions - Local market regulation departments have implemented innovative measures for comprehensive governance, with Shanghai reporting 89 cases and over 1.5 million yuan in fines by the end of September [2] - In Henan Province, a new model combining "penetrating regulation" and "collaborative enforcement" has led to 76 cases of false advertising in live streaming, with fines totaling 486.57 thousand yuan [2] - Guangdong Province has focused on key areas, resulting in 516 cases filed and 344 concluded, with investigations into two private domain live streaming platforms [2] Legal Framework - The new Anti-Unfair Competition Law enhances regulations on false advertising and strengthens the responsibilities of platform enterprises, providing solid legal support for regulatory efforts [2] - The market regulation authorities will leverage the implementation of the new law to intensify the crackdown on various unfair competition practices, aiming to protect consumer rights and foster a fair market environment [2]

Core Insights - The market regulatory authority has initiated a special campaign to address false advertising related to drugs and health products for the elderly since mid-May this year [1] Summary by Categories Regulatory Actions - A total of 4,516 illegal cases have been investigated and handled by the market regulatory department [1] - Fines and confiscated amounts have reached 68.7691 million yuan [1] - 3,611 entities have been ordered to rectify their practices, involving an amount of 3.8242 million yuan [1] - 95 cases of violations and disciplinary issues have been referred to the disciplinary inspection and supervision authorities [1]

Core Viewpoint - The State Administration for Market Regulation has initiated a nationwide special campaign to combat false advertising in the pharmaceutical and health product sectors targeting the elderly, aiming to protect their rights and improve market competition [1] Regulatory Actions - The campaign will utilize various laws, including the Anti-Unfair Competition Law, Price Law, Advertising Law, Food Safety Law, Product Quality Law, and Consumer Rights Protection Law, to address issues such as false advertising, price fraud, illegal advertising, and illegal additives that harm the elderly [1] - Local market regulation departments will focus on collecting evidence of illegal activities through public participation, encouraging citizens to report suspected violations [1] Enforcement and Public Awareness - The regulatory bodies will analyze and address reported issues promptly, targeting significant cases that disrupt market order and publicizing these cases to create a deterrent effect [1] - The initiative aims to enhance collaboration among departments and promote public awareness to foster a societal consensus against false advertising, thereby safeguarding the health and safety of the elderly [1]

Core Viewpoint - The article highlights the issue of false advertising in the pharmaceutical and health supplement industry targeting elderly consumers, emphasizing the need for awareness and protective measures against such deceptive practices [1]. Common False Advertising Tactics - Exaggeration of Efficacy: Claims that products can "cure all diseases," "cure cancer," or "replace medications" without scientific backing [2]. - Fabrication of Ingredients: Misleading consumers by claiming the presence of "rare ingredients," "patented technology," or "imported products" [3]. - False Case Studies: Creating fictitious before-and-after scenarios or fabricating "successful cure" stories, often impersonating authoritative endorsements to enhance credibility [3]. - Emotional Marketing: Engaging elderly consumers through free health check-ups, phone care, and small gifts, leading to gradual inducement of purchases [3]. - Consumer Fraud: Inflating product prices and using promotional tactics like "limited-time offers" to entice impulsive buying among elderly consumers [3]. - Inductive Language: Employing so-called "experts" to create false health crises under the guise of free health check-ups, leading to high-priced product purchases [3]. Risk Prevention Tips - Rational Health Management: Encouraging a calm mindset and skepticism towards miraculous claims, advising visits to reputable pharmacies or hospitals for health products [4]. - Verification of Qualifications: Ensuring products have proper certifications, such as "National Drug Approval" and "Blue Hat" for health foods, and checking approval numbers through official channels [4]. - Reasonable Consumption: Advising against hasty decisions during promotions and encouraging discussions with family and friends to avoid impulsive purchases [4]. - Retaining Evidence: Suggesting the preservation of purchase receipts, promotional materials, and communication records for potential claims [4]. Complaint and Reporting Channels - Providing contact numbers and online platforms for reporting false advertising and other violations related to health products [5]. Community Involvement - Emphasizing the collective effort required from society to protect the health and safety of elderly individuals and maintain a fair market environment [6].

Core Viewpoint - The article highlights the increasing prevalence of deceptive marketing practices targeting the elderly, particularly in the realm of health products and supplements, as regulatory bodies intensify their scrutiny [1][2][3] Group 1: Regulatory Actions - The State Administration for Market Regulation and the China Consumers Association have launched a nationwide campaign to combat false advertising aimed at the elderly [1] - The campaign aims to protect the financial and health rights of older adults amid rising concerns over misleading online promotions [1][2] Group 2: Deceptive Practices - Unscrupulous businesses have shifted their tactics from traditional offline marketing to more covert online channels, such as personal WeChat and corporate WeChat groups [1] - These online platforms host "health consultation" live streams where presenters, posing as experts, promote products with exaggerated claims and fabricated evidence [1][2] Group 3: Impact on Elderly - The misleading advertisements can lead elderly individuals to abandon legitimate medications in favor of ineffective health products, potentially worsening their health conditions [2] - Financially, the elderly may deplete their savings on these fraudulent products, causing familial conflicts [2] Group 4: Recommendations for Improvement - Online platforms like Douyin and WeChat must enhance their monitoring and identification of suspicious groups to prevent such scams [2][3] - E-commerce platforms should implement stricter content reviews for live streams related to health products targeting the elderly [2] Group 5: Collaborative Efforts - Regulatory bodies, including market supervision, cybersecurity, and law enforcement, need to establish a collaborative mechanism for sharing intelligence and conducting joint operations against online fraud targeting the elderly [3] - There is a call for improved reporting channels for the elderly, including simplified one-click reporting features and voice reporting options [3] Group 6: Community and Family Involvement - Families, particularly younger generations, are encouraged to help elderly relatives recognize online risks and educate them about common scams [3] - Community organizations and educational institutions should regularly conduct accessible digital literacy and fraud prevention workshops for the elderly [3]

Group 1 - The market regulatory authority has initiated a special campaign to address false advertising of drugs and health products targeting the elderly [1][2] - Businesses are using private channels like WeChat to divert customers online, where they exaggerate product benefits under the guise of health consultations [1] - The campaign aims to protect the rights of elderly consumers from misleading marketing practices [1] Group 2 - Consumers are advised to be cautious of offline bait tactics, such as free giveaways and community health events, which lead to online sales through misleading health claims [2] - Emotional marketing tactics are prevalent in private live-streaming sessions, using phrases that imply guaranteed health benefits and creating a sense of urgency [2] - It is recommended to verify the legitimacy of live-streaming platforms by checking for necessary business licenses and product certifications before making purchases [2] Group 3 - Consumers should choose reputable platforms for transactions and keep records of their purchases, including receipts and communication with sellers [2] - Health products are not substitutes for medical treatment, and consumers are encouraged to seek professional medical advice for health issues [2] - In cases of fraud or false advertising, consumers can report to regulatory authorities or seek legal recourse [2]

Core Viewpoint - The State Administration for Market Regulation has launched a nationwide campaign to combat false advertising of drugs and health products targeting the elderly, addressing fraudulent practices disguised as expert consultations and health advice [1][2]. Group 1: Regulatory Actions - The campaign focuses on high-risk areas for false advertising, including forums, health tourism, and senior universities, employing comprehensive measures such as advertising regulation and food safety oversight to protect the rights of the elderly [1][2]. - The initiative includes a "You Take a Picture, I Check" activity, which encourages public participation in reporting issues, effectively creating a grassroots supervision network [2]. Group 2: Market Context - The campaign is a response to the evolving tactics of fraudsters who exploit the limited understanding of technology among the elderly, using targeted scams and pseudoscientific claims like "quantum water" and "health miracle drugs" [1][2]. - The shift from traditional marketing to online platforms, including short videos and social media, has increased the risk of financial loss and potential health threats for the elderly [1]. Group 3: Long-term Strategies - There is a call for the improvement of legal standards and the establishment of a long-term governance mechanism, utilizing big data and artificial intelligence to detect and analyze fraudulent advertising methods [3]. - The campaign aims to address the emotional and health service gaps for the elderly, thereby dismantling the foundations of scams that rely on emotional manipulation and misinformation [3].

Core Viewpoint - The National Market Supervision Administration has launched a special campaign to combat fraudulent practices targeting the elderly in the pharmaceutical and health product markets [1] Group 1: Regulatory Actions - Local market supervision departments will focus on the pharmaceutical and health product sectors for the elderly, addressing false advertising, price fraud, illegal advertisements, and illegal additives that infringe on the rights of the elderly and disrupt market competition [1] - The campaign includes a "You Shoot, We Check" initiative, encouraging the public to report suspected illegal activities by capturing evidence, which will help in the timely collection and handling of violations [1] Group 2: Objectives - The initiative aims to protect the legitimate rights of the elderly and continuously optimize the market competition environment [1]