In recent years, with the rapid development of the platform economy, online marketing and live-streaming sales have propelled certain food products to sudden fame, turning them into ‘viral food items’ that consumers flock to. To a certain extent, these products have broadened people’s dietary choices and transformed the consumer experience. However, with the rise of this phenomenon, some producers and operators have resorted to false advertising to boost sales, even claiming that their products can prevent or treat diseases. Furthermore, some products contain illegal additives or are counterfeit and substandard, seriously compromising food safety and consumer health. In response to this issue, the State Administration for Market Regulation has decided to launch a six-month nationwide special campaign targeting “viral foods”. The campaign will focus on addressing prominent issues to ensure that the production and operation of “viral foods” comply with regulations, thereby safeguarding consumers’ legitimate rights and interests as well as their health and safety. The main components of this special rectification campaign include the following aspects: Firstly, addressing the issue of inadequate production and business operation qualifications. Some “viral food” products lack legitimate production and business operation qualifications, or involve cases of falsified qualifications or the unauthorised use of others’ qualifications; platform operators have also failed to fulfil their duty to vet merchants on their platforms and live-streaming sellers. These actions not only violate relevant laws and regulations but also undermine fair market competition and consumer rights. Secondly, the special campaign will address issues relating to non-compliant contract manufacturing. Some food producers outsource production to unlicensed enterprises and fail to exercise effective supervision over the production process, resulting in a lack of assurance regarding product quality. Furthermore, some contracting parties have evaded their food safety responsibilities by using fraudulent trademark licensing or franchising agreements; such practices must be strictly investigated and punished. Thirdly, the campaign will tackle the issue of food additives being used beyond permitted scope or in excess of permitted limits. Many ‘viral food products’ utilise food additives that do not comply with regulations during production, and some even illegally add pharmaceuticals and non-edible substances. This is not only unlawful but also poses a direct threat to consumers’ health. Fourthly, false advertising is another key focus of the crackdown. Some live-streaming influencers use improper means to publish false advertisements, even fabricating the image of so-called ‘experts’ to claim that ‘viral foods’ possess disease-preventing or therapeutic functions. Such behaviour, which misleads consumers, seriously disrupts market order and impairs consumers’ ability to make sound judgements. Finally, the production and sale of counterfeit and substandard food products will also be a key focus of the crackdown. Certain ‘viral’ food products are involved in illegal practices such as passing off inferior goods as superior, adulteration, and impersonating genuine products; some even forge product labels and manufacturer details, posing a serious threat to consumer health and safety. To ensure the effectiveness of these measures, the State Administration for Market Regulation will organise local market regulation authorities to conduct comprehensive inspections combining online and offline channels, and will carry out targeted sampling and risk monitoring of relevant food products. At the same time, online platforms must fulfil their role as ‘gatekeepers’ by strictly vetting the credentials of merchants operating on their platforms, thereby ensuring that the production and sale of ‘viral food’ products are lawful and compliant. Regulatory authorities at all levels will also maintain a high-pressure crackdown, imposing severe penalties on all forms of illegal and non-compliant behaviour to ensure a healthier and safer market environment.