With the popularization of technology, the number of elderly people online is also increasing, and those who used to sell "panacea" to the elderly began to target the elderly in the live broadcast room. The reporter used "live broadcast room" and "health care" as keywords to search on an online complaint platform and found a lot of relevant complaint information. The content of the complaint includes **three no products, false or exaggerated publicity, etc., and the complaint platform includes a number of platforms that can live broadcast goods. (The Beijing News, December 25).
In recent years, more and more elderly people have crossed the "digital divide" and accelerated their integration into the online society. According to statistics, by the end of 2022, the total number of people aged 60 and above in China was 2800 million, and the scale of elderly Internet users aged 60 and above has reached 15.3 billion. In other words, at least 1 in 2 older people will be online. As a double-edged sword, the Internet enriches and facilitates the life of the elderly in their later years, but also brings a series of negative effects. The "health care products" in the live broadcast room are fancy-harvesting for the elderly, which is a practical problem that needs to be solved urgently.
In September 2021, the Chinese Academy of Social Sciences released the "Research on Internet Adaptation for Aging in the Post-epidemic Era", which showed that 17Twenty-five percent of the elderly surveyed have been deceived online. Among them, more than forty percent of the elderly have been deceived by health care products. Online live broadcast rooms have begun to replace offline physical stores and become the hardest hit area of consumer fraud among the elderly.
There are many reasons for the "hunting" of the elderly in the live broadcast room. On the one hand, as new immigrants to the Internet, the elderly do not have a strong awareness of the Internet, lack the ability to distinguish false propaganda in the live broadcast room, and are easy to be gullible. At the same time, with the increase of income level and the enhancement of health awareness, the acceptance and purchasing power of the elderly for health care products have increased. However, I do not know much about the functional positioning of health care products and the provisions of national laws prohibiting health care products from promoting the efficacy of diseases. In addition, the anchor wins the psychological identity of the elderly through the emotional marketing of "shouting parents", which in turn leads to blind purchase and irrational consumption.
Regulating the order of online live streaming and protecting the rights and interests of the elderly requires platforms, relevant departments, and the entire society to work together in the same direction.
First of all, the platform should implement the main responsibility and standardize the source. The Measures for the Administration of Online Live Streaming Marketing (for Trial Implementation), which came into effect on May 25, 2021, clearly stipulates the rights and obligations of live streaming platforms, including that "live streaming marketing platforms shall establish and improve risk identification models, and take measures such as pop-up prompts, violation warnings, traffic restrictions, and suspension of live streaming for high-risk marketing behaviors suspected of violating laws and regulations." "All livestreaming platforms should fully perform their entity responsibilities, strictly control the entrance to livestreaming, promptly discover and stop illegal livestreaming through channels such as big data monitoring, manual review, and user reporting, and transfer clues to relevant departments for investigation and handling.
Secondly, it is necessary to intensify supervision and crack down. The "health care products" in the live broadcast room are fancy harvesting for the elderly, involving multiple departments such as network information, health care, public security, and market supervision. Relevant departments should establish a coordination mechanism, strengthen joint law enforcement, and form a joint regulatory force. On the one hand, make full use of laws and regulations such as the "Advertising Law" and the "Product Quality Law" to strictly investigate and deal with false propaganda and sales of three-no productsOn this basis, those suspected of committing crimes are to be pursued for criminal responsibility in accordance with law, and included in the blacklist for punishment for untrustworthiness, to truly increase the cost of violating the law.
In addition, the elderly should raise their awareness of prevention and consume rationally. In addition to the relevant platforms and departments to escort the elderly to access the Internet healthily, the key is to improve the awareness and ability of the elderly themselves, so as not to give criminals a chance. All local communities and schools for the elderly should combine the characteristics of the elderly to carry out online training, to help the elderly identify common online scams and increase their ability to counter fraud. At the same time, through health and wellness lectures, guide the elderly to improve their health care knowledge and literacy, correctly view the role and efficacy of health care products, and do not listen to the "cure-all" of the anchor, so as to achieve scientific Internet access and rational consumption.