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]