Core Viewpoint - The market regulatory authority is taking strong measures to address the rampant issues of false advertising in the private domain live streaming sector, which includes misleading marketing tactics and the sale of unqualified products [1][2]. Group 1: Regulatory Actions - The State Administration for Market Regulation (SAMR) has initiated a nationwide special campaign to combat false advertising in private domain live streaming, targeting live streaming rooms, platforms, and related product manufacturers and sellers [1]. - 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]. - The Shanghai market regulatory authority has identified physical sales stores as independent illegal entities and has taken action against over 50 such stores this year, effectively addressing the issue of accountability in the private domain live streaming sector [2]. Group 2: Techniques and Tactics - Some unscrupulous merchants are using private group chats to lure consumers into private domain live streaming, employing platforms that manipulate viewer metrics and create fake interactions to mislead audiences [2]. - The regulatory authorities in Henan have traced responsibilities across various stakeholders involved in a false advertising case, ensuring comprehensive oversight from marketing to product quality [2]. Group 3: Market Oversight - The Guangdong market regulatory authority has inspected 7,213 live streaming entities and 39,222 videos, generating 606 effective leads for further investigation [3]. - The SAMR has advised businesses to review their operations against legal standards and warned platform operators against exploiting technology to engage in illegal activities that harm consumer interests [3].

Core Viewpoint - The market regulatory authority is intensifying efforts to address the rampant issues of false advertising in the private domain live streaming sector, which includes misleading marketing practices and the sale of unqualified products [1][2]. Group 1: Regulatory Actions - The State Administration for Market Regulation has initiated a nationwide special campaign to combat false advertising in private domain live streaming, targeting platforms, merchants, and related enterprises involved in illegal activities [1]. - A total of 30 cases of false advertising in private domain live streaming have been filed, with 6 cases against platforms and 24 against merchants, resulting in penalties totaling 2.93 million yuan and proposed penalties of approximately 6.63 million yuan [1]. - In Shanghai, over 50 physical sales stores have been identified and penalized as independent illegal entities, breaking the previous enforcement dilemma where stores were considered mere accomplices [2]. Group 2: Techniques and Tactics - Some unscrupulous merchants are using private group chats to lure consumers into private domain live streams, employing platforms that manipulate viewer metrics and create fake interactions [2]. - Regulatory authorities in Henan have traced responsibilities across the entire supply chain, from marketing to product quality, ensuring comprehensive oversight of all parties involved in the live streaming process [2]. Group 3: Market Oversight - The Guangdong market regulatory department has inspected 7,213 live streaming entities and 39,222 videos, generating 606 effective leads for further investigation [3]. - The market regulatory authority has advised businesses to review their practices against legal standards to ensure fair competition and warned platform operators against exploiting technology to engage in illegal activities under the guise of private domain marketing [3].

Core Insights - The regulatory authorities in Henan Province have implemented a comprehensive regulatory network to address the challenges posed by private domain live streaming, particularly focusing on false advertising practices [1][2] Group 1: Regulatory Measures - The Henan Provincial Market Supervision Administration has introduced a new regulatory model that includes "penetrating supervision," "full-chain law enforcement," and "collaborative operations" to combat false advertising in private domain live streaming [1][2] - A total of 76 cases of false advertising in live streaming have been investigated, resulting in fines and confiscations amounting to 4.8657 million yuan [1] Group 2: Technological Integration - The regulatory framework leverages big data analysis and AI recognition technologies to monitor risks associated with WeChat groups and mini-programs, ensuring comprehensive coverage from information collection to risk warning [2] - The enforcement system covers all aspects of the supply chain, including the responsibilities of producers, video creators, distributors, and platforms, enhancing the effectiveness of law enforcement [2] Group 3: Collaborative Governance - A cross-departmental joint law enforcement mechanism has been established to address platforms that neglect their review responsibilities, creating a synergistic regulatory environment [3] - The initiative emphasizes cooperation between government, enterprises, and community organizations to strengthen the governance framework, combining online monitoring with offline verification [3]