The encyclopedia · Marketing & Brand · Marketing decision · 2025
Linyi Ge'erli sold a gel, a pad and gummies as cures in one livestream — ¥100k fine
In July 2025 a Linyi seller's livestream pitched a gel, a pad and gummies as cures; regulators fined it ¥100k.
Linyi Ge'erli E-commerce · 2025
What happened
Linyi Ge'erli E-commerce (临沂歌尔莉电子商务有限公司) ran a livestream in July 2025 in which the hosts sold three very different products back to back, and gave each one claims the packaging could never support.
The first was 壳聚糖妇科凝胶, a Class II medical device. The host promised it would 'stop coming back again and again' and 'solve it easily for you' — categorical efficacy guarantees a device category may not promise. The second was 七日棒雪莲生态卫生护垫, a disinfection product, pitched on '4000-metre snow lotus' and '40-plus herbals' — ingredient claims that could not be verified.
The third was 蓝莓叶黄素酯软糖凝胶糖果, an ordinary candy. The host told viewers it treated 'dry eyes, tired eyes, presbyopia, glaucoma, cataracts' — claiming disease-treatment power for a food.
Linyi market regulators opened the case and, in January 2026, ordered correction and fined the firm 100,000 yuan under the Advertising Law, applying the provisions on false advertising through both the ad and the disinfection-product clauses.
Why it happened
- A single livestream blurred three categories at once — device, disinfectant and food — and every host claim promised an outcome the category cannot legally deliver.
- An unscripted stream let a host string together marginal products and talk them up until they sounded like medicine, with no compliance check before going live.
- Efficacy phrases sound persuasive in the moment, and the seller bet the risk of a small fine against a bigger sales push.
- Once ordinary food and a medical device get the same disease cure pitch, the whole stream reads as medical advice, and the ad law leaves no room for 'it was just on a livestream'.
The lesson
One stream that sells a device, a disinfectant and a candy as all curing things is a stream selling nothing real. Sort products by what the law lets you say before the host talks, not after the fine.
Aftermath
Linyi market regulators ordered Linyi Ge'erli E-commerce to correct and fined it 100,000 yuan under the Advertising Law for advertising a medical device, a disinfection product and an ordinary food with unverifiable efficacy and disease-treatment claims in one livestream. The case was published as one of the SAMR's sixth batch of typical livestream e-commerce cases.
Sources
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