What specific issues did the Beijing watchdog identify in advertising practices?

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The Beijing watchdog identified several specific issues concerning advertising practices by major e-commerce platforms.

The Beijing Municipal Administration for Market Regulation summoned five prominent platforms, including Pinduoduo, JD.com, Douyin, RedNote, and Taobao, to address misleading advertising. Key concerns raised by the watchdog encompassed false advertising related to promotional events, the implementation of irregular rules, and a failure to disclose essential merchant information. These discussions were part of broader efforts to ensure fair competition and mitigate risks, particularly in anticipation of the "6.18" online shopping festival.
False Advertising for Promotional Events

A significant issue highlighted by the Beijing watchdog was the occurrence of false advertising specifically tied to promotional events. This included instances where platforms advertised promotions, such as "10 billion (yuan) subsidy" campaigns, without providing clear details regarding the actual amount of subsidies available or the duration of these promotions. Such lack of transparency can mislead consumers about the true value and scope of the offers.
Irregular Rules and Non-Disclosure of Merchant Information

Beyond deceptive event advertising, the watchdog also pointed to the establishment of irregular rules by these platforms. This suggests a lack of standardized or transparent operational guidelines that could potentially disadvantage consumers or merchants. Furthermore, a failure to disclose merchant information was identified as a problem, which could hinder consumers' ability to verify the legitimacy and reliability of sellers operating on these platforms.
Rectification Requirements for Risk Mitigation

In response to these identified issues, the Beijing watchdog proposed "rectification requirements." These measures are intended to serve as a framework for preventing and mitigating potential risks that could arise during the high-volume "6.18" online shopping festival. The aim is to foster a more trustworthy and secure online marketplace for consumers and to promote fairer competitive practices among the e-commerce giants.

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What specific issues did the Beijing watchdog identify in advertising practices?

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