Core Viewpoint - The rapid growth of food live-streaming e-commerce has brought convenience to consumers, but it has also led to significant food safety issues and regulatory challenges in the industry [1][5]. Group 1: Industry Growth and Characteristics - The food live-streaming e-commerce industry has seen explosive growth, with the market size increasing by 10.5 times over the past five years [6]. - As of the end of 2024, the number of live-streaming e-commerce users in China is expected to reach 760 million, accounting for 72.5% of the total internet users [6]. - The industry is characterized by its convenience and interactivity, which effectively stimulates consumer purchasing desires [1]. Group 2: Major Issues in Food Live-streaming - Common problems in food live-streaming include false advertising, inconsistent product quality, and food safety hazards, leading to widespread industry chaos [1][5]. - Some live-streamers exaggerate product benefits or conceal true ingredients, misleading consumers into making purchases [2]. - Cases of counterfeit and substandard products are prevalent, with some sellers offering products without proper licenses or quality certifications [2][3]. Group 3: Regulatory Responses and Responsibilities - The National Market Supervision Administration is working on regulations to enhance the accountability of live-streaming platforms and operators regarding food safety [7][8]. - New regulations will require platforms to establish food safety management systems, conduct product audits, and ensure consumer rights are protected [7]. - The regulations also emphasize the need for real-time monitoring of live-stream content and strict quality control of sold products [7][8]. Group 4: Consumer Protection and Future Directions - A report from the China Consumers Association indicates that nearly 40% of complaints related to live-streaming involve false advertising, particularly in the food sector [5]. - Experts suggest that industry standards should be established for high-risk categories like health products and fresh food, requiring live-streamers to undergo professional training [8]. - The resolution of industry chaos will depend on the collective advancement of regulations, technology, and consumer awareness [8].

Core Viewpoint - The national market regulatory authorities have intensified efforts to combat illegal advertising to prevent unfair competition and maintain an orderly advertising market, resulting in the investigation of 14,315 illegal advertising cases and fines totaling 101 million yuan by May 2025 [1] Group 1: Case Summaries - Chengdu Chenghua Hanhou Medical Beauty Hospital was fined 409,800 yuan for misleading claims about the efficacy of its medical beauty projects during live e-commerce promotions [2] - Shiyie (Zhengzhou) Network Technology Co., Ltd. was fined 200,000 yuan for false advertising regarding its medical device, claiming it could eliminate pain for three years [3] - Anhui Quankang Pharmaceutical Co., Ltd. was fined 210,000 yuan for misleading advertising about its health food products, claiming production capabilities and experience that were not accurate [4] - Hangzhou Xunyou Trading Co., Ltd. was fined 175,500 yuan for advertising a cosmetic product with misleading claims about its effectiveness in treating skin allergies [5] - Guangzhou Qihuang Medical Culture Media Co., Ltd. was fined 135,000 yuan for promoting ordinary food products with claims of treating various medical conditions [6] - Shanghai Yimo Health Management Co., Ltd. was fined 100,000 yuan for advertising ordinary food products with misleading health claims [7][8] - Qingdao Kemanqi Trading Co., Ltd. was fined 100,000 yuan for fabricating consumer testimonials regarding the effectiveness of its product in treating ailments [9] - Haikou Huaxiatong Logistics Service Co., Ltd. was fined 200,000 yuan for spreading false information about the transportation of new energy vehicles [10] - Jiangxi Tongchuang Xinxin Marketing Planning Co., Ltd. was fined 100,000 yuan for misleading advertising related to a real estate project that was not yet operational [11] - Zhongzhi Wireless (Beijing) Technology Co., Ltd. was fined 100,000 yuan for false advertising regarding mobile data plans [12]