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 State Administration for Market Regulation has launched a campaign against false advertising in health products, particularly targeting misleading claims made to elderly consumers [1][2][3] Group 1: Regulatory Actions - The campaign has revealed six typical cases of false advertising in health products, emphasizing the need for consumer awareness regarding the distinction between health foods and medicines [1] - In Nanjing, a food business was found promoting ordinary food products as having medicinal benefits, which were unsubstantiated [1] - A supermarket in Zhangjiagang was penalized for advertising a health product as a treatment for various diseases, despite it being a regular health food [1] Group 2: Marketing Tactics - A food store in Shanghai used free vegetable giveaways to attract elderly customers, subsequently promoting health products with false disease treatment claims [2] - A health management company in Ningbo employed gift giveaways to lure elderly individuals into marketing events, where exaggerated product claims were made [2] - A company in Beijing was found to be using live streaming to promote a regular food item as a weight loss solution, with no scientific backing for such claims [2][3] Group 3: Misleading Claims - A technology company in Beijing falsely claimed that its products could treat various health conditions, using unverified extreme terms to enhance product appeal [3] - The marketing practices across these cases highlight a systemic issue of misleading health claims in the industry, particularly targeting vulnerable populations like the elderly [1][2][3]

Core Viewpoint - The live commerce industry in China is facing significant issues, including a rise in complaints and various forms of misconduct, prompting regulatory authorities to take action [1][2]. Group 1: Industry Issues - The live commerce sector has seen a substantial increase in complaints, with 402,000 cases reported in 2024, marking a 19.3% year-on-year growth [1]. - Five major issues have been identified in the live commerce industry, with "false marketing" being the most prominent [2]. - Specific cases of misconduct include the use of pre-packaged pearls in live demonstrations and misleading consumer interactions through fake reviews [5][6]. Group 2: Regulatory Actions - The State Administration for Market Regulation (SAMR) is conducting special rectifications to address the prominent issues in live commerce [1][2]. - A new regulatory framework, the "Live Commerce Supervision Management Measures," has been drafted to clarify responsibilities among platforms, merchants, and hosts, preventing them from shifting blame [10][12]. - The measures include a "blacklist" system to prevent repeat offenders from continuing their activities under different identities [17]. Group 3: Technological and Monitoring Enhancements - The new regulations will also encompass AI-generated content and digital influencers, holding operators accountable for any violations [14]. - The SAMR plans to promote the use of product coding and establish a monitoring system to enhance regulatory capabilities in live commerce [18].

Core Viewpoint - The State Administration for Market Regulation is launching a nationwide campaign to combat false advertising of drugs and health products targeting the elderly, aiming to maintain fair competition and protect consumer rights [1] Group 1: Regulatory Actions - Jiangsu Province's Nanjing City Market Supervision Bureau penalized Li Huifang Food Business for false advertising, imposing a fine of 100,000 yuan for promoting ordinary food products as having therapeutic effects [2] - Zhangjiagang City Market Supervision Bureau fined Deji De Youdis Supermarket 200,000 yuan for misleading claims about health products, emphasizing the importance of public supervision in addressing market irregularities [3] - Shanghai's Jing'an District Market Supervision Bureau fined Lunlun Food Store 200,000 yuan for using deceptive marketing tactics to promote ordinary food as having disease treatment capabilities [4] - Ningbo's Ninghai County Market Supervision Bureau fined Ningbo Xingkang Health Management Co. 200,000 yuan for exaggerating the health benefits of their products during marketing events [6] - Beijing's Market Supervision Bureau fined Beijing Xuanyantang Biotechnology Co. 100,000 yuan for false user reviews during live streaming, highlighting the need for truthful commercial promotion [7][8] - Beijing Shijingshan District Market Supervision Bureau fined Beijing Wutongzhijia Technology Co. 200,000 yuan for making unsubstantiated health claims about their products, showcasing the issue of pseudoscientific marketing [9] Group 2: Impact on Elderly Consumers - The crackdown on false advertising is crucial for protecting the rights of elderly consumers who are often targeted by misleading marketing practices [2][3][4] - The regulatory actions serve as a deterrent against businesses that exploit the health concerns of older adults, promoting a healthier and more trustworthy market environment [5][6][9]