近日，吉林省市场监管部门通报了一起网络直播虚假宣传案件，知名网红组合“东北兄弟”因在直播带货中夸大产品功效、虚构使用效果，被依法处以罚款。据调查，“东北兄弟”在其直播间推广某款保健食品时，声称该产品可“快速减肥”“治疗慢性病”，甚至宣称“无需节食运动即可瘦身30斤”，但这些说法均无科学依据，也未取得相关医疗或保健功能认证。市场监管部门认定其行为违反了《中华人民共和国广告法》和《反不正当竞争法》，构成虚假宣传，遂对其所属公司处以数万元罚款，并责令停止违法行为、公开更正信息。此事件再次提醒广大网络主播和电商从业者：流量变现不能以牺牲诚信为代价。随着直播电商监管趋严，任何夸大、误导性宣传都将面临法律追责。消费者也应提高辨别能力，理性看待网红推荐，避免被“话术”诱导。未来，监管部门将持续加强对网络直播营销的规范，推动行业健康有序发展。
Recently, market regulators in Jilin Province announced penalties against a well-known online influencer duo, ‘Northeast Brothers,’ for false advertising during live-stream selling. The investigation revealed that while promoting a dietary supplement, the duo made unsubstantiated claims—such as the product enabling ‘rapid weight loss,’ ‘treating chronic diseases,’ and even helping users ‘lose 30 pounds without dieting or exercise.’ None of these assertions were backed by scientific evidence or approved health claims. Authorities determined these actions violated China’s Advertising Law and Anti-Unfair Competition Law, constituting false advertising. As a result, the company behind the influencers was fined tens of thousands of yuan and ordered to cease the illegal practices and issue a public correction.This case serves as a reminder to all livestreamers and e-commerce practitioners that monetizing audience trust must not come at the cost of honesty. With tightening regulations on livestream commerce, any misleading or exaggerated promotion will face legal consequences. Consumers are also urged to stay vigilant and critically assess influencer endorsements. Going forward, regulators plan to intensify oversight of online marketing activities to foster a healthier and more transparent industry environment.
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