State Administration for Market Regulation: Adhering to investigative multiple cases for false advertising such as celebrity endorsement, and legally holding accountable those responsible.

Recently, the State Administration for Market Regulation officially issued a notice on conducting a special campaign to crack down on false advertising in online food sales, deciding to carry out a six-month special campaign nationwide. On April 29th, the Market Regulation Administration held a special news conference on food safety. Sun Huichuan, the food safety director of the Market Regulation Administration, stated at the conference that during this special campaign, the market supervision departments will coordinate comprehensive oversight and targeted governance, aiming to achieve a complete crackdown on false advertising. Repeat offenders who do not correct their behavior will be lawfully included in the list of serious violations of trust, making illegal companies pay a heavy price. For celebrities endorsing products, online influencers, and operating teams engaged in false advertising, cases will be thoroughly investigated, and legal responsibilities will be pursued. For criminal activities such as producing and selling toxic or harmful food, or illegally adding non-food substances, offenders will be handed over to the public security organs and held criminally responsible. Improvements will be made to the two-way transfer mechanism, with joint supervision and investigation of major cases. Additionally, Dong Honggang, the Deputy Director of the Food Production and Operation Department of the Market Regulation Administration, mentioned that the focus of this special campaign will include five aspects: addressing issues related to the lack of production and operation qualifications, tackling problems with non-standard outsourced production, cracking down on the misuse of "internet-famous foods," addressing false advertising, and targeting the production and sale of counterfeit and substandard food products. In conclusion, the authorities are taking strict measures to crack down on false advertising and illegal practices in the online food sales sector to ensure consumer safety and regulate the market effectively.