In recent years, as the elderly group accelerates their integration into digital life, issues such as excessive marketing and frequent group recruitment for elderly users have attracted social attention. In order to further optimize the Internet environment for the elderly, Enterprise WeChat officially released the "Enterprise WeChat Announcement on Controlling Excessive Marketing and Optimizing the Internet Environment for the Elderly" and launched and upgraded a number of measures.
Announcement screenshot
In terms of group management and control, for companies with abnormal behaviors such as high dropout rates, the function of "requiring confirmation by the person being pulled when joining a group" has been launched to reduce the situation of users passively joining the group; at the same time, for companies that pull groups too frequently or have a high dropout rate, directly limit their ability to attract groups and compress the reach channels of excessive marketing from the source.
At the level of technical crackdowns, Enterprise WeChat has intensified the punishment of cheating behaviors, and severely punished the use of cheats to send large numbers of messages and bombard messages in order to reduce this type of harassment. In addition, Enterprise WeChat also links with WeChat for collaborative governance, and works together with WeChat to continuously optimize security strategies, strengthen the identification and disposal of accounts that carry out excessive marketing to the elderly, and form a cross-platform governance synergy.
In addition, for key risk categories such as health products, over-the-counter drugs, and medical devices, WeChat Enterprise also continues to strengthen the merchant access review mechanism, requiring submission of corresponding qualifications and passing the review before relevant business can be carried out. At the same time, the platform has established a model for identifying false and exaggerated propaganda, and equipped it with a gradient crackdown strategy to continue to compress the illegal marketing space.
The announcement shows that since 2026, the platform has punished 202,000 relevant accounts, involving 33,000 companies. Regarding violations of private domain live broadcasting, WeChat Enterprise also cooperated with WeChat Security and WeChat Open Platform to carry out special governance, and a total of 268,000 relevant accounts were punished, involving 29,000 companies.