Core Viewpoint - The article highlights the prevalence of false advertising in the health supplement industry, particularly focusing on the EZZ growth peptide product marketed on Douyin, which has faced multiple consumer complaints regarding misleading claims and refund issues [2][3][5]. Group 1: Consumer Complaints - Consumers have reported issues with the EZZ growth peptide, claiming it promised height increases of 2 to 6 cm but failed to deliver results after multiple cycles of use [5][7]. - Complaints center around three main issues: inducement to purchase, false advertising, and lack of clear communication that the product is a health supplement rather than a medication [5][9]. - The product's marketing emphasizes the importance of investing in children's futures, using persuasive language to encourage purchases without directly stating inducement [6][7]. Group 2: False Advertising in Health Supplements - False advertising is a common issue in the health supplement sector, with a report indicating that 30.5% of consumer complaints relate to misleading claims about health products [3]. - The direct sales model in the health supplement industry accounts for approximately 49% of the market, with 82% of direct sales companies involved in health products, creating an environment conducive to inflated claims and high prices [3][12]. - Legal experts note that the lack of stringent regulations for health supplements compared to pharmaceuticals allows for misleading marketing practices [14][18]. Group 3: Regulatory Challenges - Platforms like Douyin face significant challenges in regulating health product advertisements due to the vast amount of content and the complexity of health-related claims [17][18]. - The article discusses the need for better regulatory measures, including keyword filtering and regular compliance checks for high-risk products [18]. - The ambiguity in legal definitions and the difficulty in proving false advertising claims complicate consumer protection efforts [15][16].