Sharp Commentary | Boosting Consumption: Not Just "March 15" But "365 Days"

Special Topic: Improving Consumer Quality—Focusing on the 2026 “315 Evening Gala”

In 2026, CCTV’s “3.15” Evening Gala will focus on “Trustworthy Consumption, Quality Life,” highlighting issues in food safety, public safety, financial security, and advertising markets, once again targeting various violations of consumer rights.

Who has appeared on the “Exposure Platform” this year? A food factory bleaching chicken claws with hydrogen peroxide—workshop wastewater flowing freely, foul odors filling the air, workers refuse to eat the soaked chicken claws themselves, yet these problematic foods still reach the market; a deceptive medical beauty company selling “exosomes”—packaging unapproved, poorly understood substances as “miracle drugs,” even illegally injecting them for huge profits; private domain marketing targeting the elderly—hiring actors instead of doctors, lacking medical knowledge and just reciting scripts, packaging cheap medicines as “miracle cures” and selling at high prices, draining seniors’ retirement funds; the “raging” electric bicycles—e-commerce hosts openly selling over-standard e-bikes, with illegal vehicles freely rented out, standard new national standards limit speed to 25 km/h, but these are forcibly modified into “invisible killers” racing on the roads; service providers “poisoning” AI—using technical means to brainwash AI, as long as money is paid, their products can be ranked on major AI models, confusing consumers in seconds…

From these cases, we can see some new trends in consumer infringement: shifting from physical goods to services, from counterfeits to illegal marketing, with increasingly broad fields and more covert methods. More alarmingly, many businesses are not unaware of the law but are waiting for opportunities, with some openly stating they will “wait until after 3.15.” Currently, authorities are investigating these exposed irregularities, and it is believed that these hidden black-hearted merchants will eventually have nowhere to hide.

Since its debut in 1991, CCTV’s “3.15” Evening Gala has been held for 35 years. The focus of the camera is always on consumers’ most urgent pain points. Year after year, this event remains a focal point for thousands of households. Regardless of how virtual the consumption scene or how consumer habits change, the demand for authenticity and safety remains “always online.” The significance of “3.15” is not just about one day of exposure but about awakening market respect 365 days a year.

To truly protect consumers’ rights, the key is to let systems stay ahead of infringements and to promote laws that continuously upgrade through the contest between new business models and new tricks. In recent years, China has accelerated the improvement of its Consumer Rights Protection Law. Regulations on live-streaming sales, big data price discrimination, automatic renewal, pre-paid consumption—these previously vague regulatory areas are being filled with detailed rules. Meanwhile, standards and systems in key industries are also speeding up to keep pace with industry development. Stricter laws and tighter supervision will boost consumers’ confidence.

This year’s government work report proposed implementing special actions to boost consumption, stimulating residents’ intrinsic motivation and promoting policies to encourage spending, ensuring sustained growth. To enable people to spend confidently, dare to spend, and want to spend, long-term safety support is essential. Every pleasant shopping experience, smooth after-sales service, and value-for-money experience invisibly “recharge” consumer confidence. As trust accumulates, consumers will explore more diverse scenarios and new consumption formats, further advancing consumption structure to higher levels. Creating a fairer, more orderly, safer, and more trustworthy consumption environment will turn China’s over 1.4 billion market into a lasting engine for economic growth.

Protection is not limited to 3.15—safe consumption year-round. Making consumption more trustworthy and life more quality-oriented is a key to high-quality development and our shared aspiration for a better life.

Image source: CCTV Finance, Visual China

Source: Beijing Daily Client