Since January 8, 2019, the State Administration for Market Regulation has launched a 100-day centralized campaign to jointly regulate illicit market for “health products” nationwide. Zhang Mao, director general of the State Administration for Market Regulation, said that the Program has targeted the followings: False advertising and organization of false advertising; false and illegal advertising; illegal addition of non-edible substances into health food and promotion of its therapeutic effects; producing and marketing counterfeit and shoddy products; unlicensed business activities; price violation; deliberate delay or unreasonable refusal of consumers' reasonable requests; illegal direct and pyramid selling by direct selling companies, direct sellers and direct selling business dealers; unauthorized travel agency operations by related businesses or individuals; all kinds of activities in the name of "health care" that violate laws and rules.

91 direct selling licenses have been issued, with the last one issued on January 19, 2018. In the "100-day action", direct marketing products have also become the focus of rectification. The Program states that market access to direct selling industry shall be tightened, and direct selling-related matters such as approval and filing shall be suspended.