近日，“优思益”被央视曝光“品牌故事是编的、国际大奖是买的、专家网红是雇的”。如此“包装”出来的产品却在各大平台上成为“爆款”。营销公司编造“保健”神话、平台靠流量获利，多位明星、主播曾带货相关产品。
Chinese authorities have launched a multi-agency investigation into the "YouthIt" brand following a state media exposé which alleges the supplement brand fabricated branding, purchased awards and utilized misleading marketing practices.
节目播出后，广东市场监管、海关、公安三部门联合行动，对“优思益”等所谓“进口”保健品代理运营公司（广州雅拉源健康产业有限公司）展开调查，发现该涉事企业的平台店铺涉嫌发布违法广告等情况，现已对其违法行为立案调查。
4月1日，浙江杭州滨江区市场监管部门对杭州索象营销策划有限公司开展了现场调查。当地市场监管部门对杭州索象与广州雅拉源之间业务关系等资料进行调查取证。
Regulators in Guangdong, together with customs and police, are investigating Guangzhou Yarayuan Health Industry Co Ltd, the company responsible for the product's distribution, over suspected illegal advertising. In Hangzhou, Zhejiang province, local market regulators have also inspected Sosign, examining its business links with the Guangzhou-based firm.
同日，针对媒体报道的跨境电商进口“优思益”保健品涉嫌原产地造假、虚假宣传等问题，国务院食安办、市场监管总局、海关总署高度重视，立即组织涉事地市场监管部门和海关开展调查核实，严查违法违规行为，切实维护市场秩序，保护消费者合法权益。
National authorities, including the State Administration for Market Regulation and the General Administration of Customs, have launched coordinated checks focusing on alleged false claims about product origin and cross-border e-commerce practices.
多位明星发布致歉声明
4月1日，演员李若彤发布致歉声明，表示作为曾经推荐过这个产品的买手，“感到深深的震惊、愤怒和自责”。李若彤在该声明中称：“在选品试用期间我没有进行更深入的背景调查和核实。尤其是忽视了对产品产地真实性的严格把关。这是我的严重失职，辜负了大家对我的信任。”
李若彤表示，即刻启动“先行售后机制”：凡是在李若彤直播间和橱窗购买的“优思益”产品，无论日期，无论是否开封，请联系我们，订单将于当天立刻全额退款。
Several celebrities who had promoted the product issued apologies and announced refund measures. Actress Carman Lee said she felt "shocked, angry and deeply remorseful", admitting she had failed to conduct sufficient background checks, particularly regarding the authenticity of the product's origin. She pledged full refunds for purchases made through her livestream channels.
4月1日，演员明道发布关于优思益品牌事件的公告说明，表示自己与团队已关注到关于“YouthIt优思益”的相关报道，“首先对支持我信任我而购买该品牌的消费者郑重道歉，我们会第一时间负责和解决。”
明道承诺，凡通过明道直播间/橱窗渠道购买“YouthIt优思益”品牌产品的消费者，均可自本公告发布之日起30个工作日内联系直播间小助理，将以“先行赔付”的形式向相关消费者予以退款处理。
Actor Ming Dao also apologized, saying his team would take responsibility and offering refunds within 30 working days to affected consumers.
同日，章小蕙通过其公司账号“玫瑰是玫瑰”发布正式声明致歉。声明表示，自1日早上“YouthIt优思益”品牌事件曝光后，首先郑重向大家致歉，辜负了大家信任，对此我们深感愧疚。玫瑰的消费者可自该公告发布起15个工作日内联系购买平台的官方客服，玫瑰都将以“先行赔付”的形式于订单核实后的7个工作日内，针对所有通过玫瑰全渠道下单的用户给出退款处理。
Influencer Theresa Cheung issued a similar statement, promising refunds for verified orders placed through her platforms.
专家：所谓“进口”保健品涉嫌虚假宣传
平台方须承担内容与商品审核主体责任
针对“优思益”相关问题，中国政法大学副教授、中国消费者协会专家委员会专家朱巍在接受采访时说，按照国家规定，如果是保健品，才可以宣传有一些保健功能。保健品绝对不是自己说的，需要相关资质进行注册和认证，发相关的保健标识，就是我们俗称的蓝帽子标识。
如果没有蓝帽子标识，是绝对不可以按照保健食品或按照保健品的方式来宣传，这个案子中实际上它是严重违反广告法及相关法律规定的。它根本就不是一个保健品，是一个典型的虚假宣传行为。
Legal experts said the case reflects serious violations of advertising laws. Zhu Wei, associate professor at China University of Political Science and Law, noted that only certified health supplements bearing the official mark can legally claim health benefits, describing the incident as a typical case of false advertising.
专家建议，有关监管部门须进一步升级监管手段，而平台方必须承担起内容与商品审核的主体责任，从源头切断营销乱象的传播链条。
朱巍表示，审核如果较真来审，这种“李逵”和“李鬼”的事件，是一下子就可以戳穿的，整个过程中脱离了审核环节。到底谁来审？按照电子商务法等，互联网平台即电子商务平台，在这个时候要承担一定的审核责任。
Zhu added that e-commerce platforms must strengthen oversight of product listings and promotional content.
来源：中国新闻网
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