“无添加”“提高免疫力”等宣传被限制！拼多多加强奶粉治理

Pinduoduo has launched a special regulatory campaign targeting milk powder products on its platform, covering the entire process from qualification review to sales promotion. The core goal is to remove non-compliant products and protect consumer rights. Key takeaways for general consumers are as follows:

1. The campaign focuses on three major categories of violations: counterfeit and substandard milk powder, non-compliant product information, and misleading promotional content. The removal of violating products will significantly reduce consumers' risk of purchasing problematic milk powder.

2. The campaign explicitly lists common violating promotional claims, including phrases such as "no additives" and "zero additives"; claims of health benefits for infant formula such as "boosts immunity," "supports brain development" and "enhances resistance"; and absolute claims such as "national-level certified" and "best." Consumers can use this list to identify non-compliant products when purchasing milk powder.

3. The platform has clear penalties for violating merchants, ranging from product delisting and restrictions on new product launches to deposit deductions and termination of cooperation. Purchase safety for consumers will be better protected after this compliance rectification.

Pinduoduo's special milk powder regulation sets clear requirements for the platform operation and compliance management of milk powder brands, and brings multiple impacts. Key takeaways are as follows:

1. For channel compliance, brands that sell self-produced products must provide a food production license covering the corresponding product category, while authorized brand dealers must provide food operation qualifications matching their business scope. Brands need to strictly control the qualification compliance of their partner merchants to avoid brand damage caused by other parties' violations.

2. For promotional standards, the regulation explicitly bans common industry promotional phrases including "no additives" and "boosts immunity," and prohibits implying health benefits for infant formula. Brands need to adjust all their online promotional materials promptly to meet the platform's rule requirements.

3. The campaign focuses on cracking down on counterfeit products, forged authorization, and fraud using recycled product containers. This will clear counterfeit goods from the market, protect the reputation and market share of legitimate brands, and reduce the negative impact of counterfeits on brands.

Pinduoduo's newly released special regulation on milk powder clarifies the platform's latest rules for milk powder operations. Milk powder sellers need to master these rules to avoid risks. Key takeaways are as follows:

1. Qualification and listing rules: Requirements vary by seller identity. Self-produced sellers must provide a food production license corresponding to the product category; dealers must provide a food operation license or filing certificate matching their business scope. All products must be listed in the correct category, and mis-categorization to avoid qualification review is prohibited.

2. Product information requirements: Information including production date, expiration date, origin, and packaging label must be displayed completely and accurately. Branded products must clearly mark their brand, and infant formula must provide its product formula registration number. Falsification of information is prohibited.

3. Violation risks and penalties: The regulation explicitly lists prohibited promotional content and types of non-compliant products. Depending on the severity of violations, penalties include product delisting, restrictions on new product launches, withdrawal restrictions, deposit deductions, and termination of cooperation. Sellers should conduct self-inspections and adjustments as soon as possible to avoid violations.

Pinduoduo's special regulation on milk powder brings clear insights and opportunities for the compliant operation and platform channel development of milk powder manufacturers. Key takeaways are as follows:

1. Production compliance requirements: The campaign explicitly targets unqualified products including those with substandard nutrient content, illegal additives, excessive pathogenic bacteria, and non-compliant labels. It requires manufacturers to ensure the entire production process strictly conforms to national food safety standards, product labels meet regulatory requirements, and near-expiry products are labeled as required by regulations.

2. Platform entry requirements: If a manufacturer chooses to open a store directly on Pinduoduo to sell self-produced milk powder, it needs to prepare a food production license covering the corresponding product category in advance, as meeting qualification requirements is mandatory for successful store entry.

3. Market opportunities and improvement directions: The campaign focuses on cracking down on fraud such as refilling recycled product containers, which will purify the market environment. Qualified products from legitimate manufacturers will gain greater market space. At the same time, manufacturers can upgrade their product anti-counterfeiting technology to further reduce the possibility of counterfeiting.

Pinduoduo's special regulation on milk powder reflects development trends in the online milk powder industry, reveals existing industry pain points, and opens up new business directions for service providers. Key takeaways are as follows:

1. Industry development trend: E-commerce platforms are continuously upgrading compliance requirements for special food products such as milk powder, shifting from the previous focus on merchant recruitment and expansion to full-link compliance control. Compliance has become the core development direction of the online milk powder industry.

2. Existing industry pain points: Most small and medium-sized merchants lack compliance awareness and are unfamiliar with new platform rules, so their promotional content often violates compliance red lines. Meanwhile, both brands and manufacturers face the problem of counterfeit products, and the circulation of counterfeits disrupts legitimate business operations.

3. Scalable solution directions: Service providers can launch compliance consulting and promotional content review/rectification services for small and medium-sized merchants to help them meet platform requirements. They can also provide anti-counterfeiting technology upgrades and supply chain compliance control services for brands and manufacturers to meet new market demand.

Pinduoduo's special milk powder regulation campaign provides a reference for other e-commerce platforms that operate milk powder categories. Key takeaways are as follows:

1. Consumers now have increasingly high requirements for the safety and compliance of food products such as milk powder. Only by proactively launching special regulatory campaigns and strengthening full-process supervision can platforms protect consumer rights, boost user trust, and maintain normal platform operation order.

2. Pinduoduo's campaign has formed a complete full-link management framework, from tiered entry qualification review, in-stock product information standardization and promotional content control, to quality inspection and tiered violation penalties. This governance logic can serve as a direct reference for other platforms, such as its clear list of prohibited promotional claims and multi-dimensional anti-counterfeiting measures.

3. Problems exposed in this campaign, including mis-categorization to evade review, forged qualifications, fraud with recycled containers, and non-compliant promotion, are common issues in the milk powder category across the industry. Other platforms can learn from this campaign to launch their own special rectification and proactively avoid their own compliance risks.

Pinduoduo's special milk powder regulation reflects new trends in China's online milk powder industry, and offers high reference value for industrial research. Key takeaways are as follows:

1. New industrial development trends: E-commerce platforms in China have entered a stage of refined compliance regulation for special food categories, shifting from past scale expansion to quality control. Platforms are proactively responding to food safety regulatory requirements and adapting to consumers' upgraded demand for food safety. Compliance will be the mainstream development direction for food categories on e-commerce platforms going forward.

2. New platform governance model: This campaign covers the full link from qualification review, information display, promotional control, quality inspection, to violation penalties, forming a complete governance closed loop. It is a new exploration of proactive category compliance governance by platforms, and enriches research cases on e-commerce platform governance.

3. New topics for industry research: This campaign also exposes new existing problems in the industry, such as rectification of common non-compliant promotional claims, and the circulation of counterfeits through new methods such as recycled product containers. These problems provide new directions for follow-up industrial research, and will help explore more complete industry regulatory schemes.