有享猫自营"靶向硒片"深度调查：498元保健品宣称抑制肿瘤，科学依据存疑

一款在私域直播间热销的"沃希瑞美牌硒片"，凭借"靶向技术抑制肿瘤"的夸张卖点，在有享猫APP上以498元一盒的价格吸引大量消费者下单。经实测拆箱与多方核实，这款标榜"靶向硒片"的产品，实际上不过是一款普通补硒保健食品，其宣传内容与科学事实严重背离。

直播间话术解析：保健品披上"靶向药"外衣

在有享猫的私域直播间，主播将这款产品描述为能"攻击体内小疙瘩、结节和肿瘤部位"的神奇产品，声称可抑制肿瘤细胞繁殖并促使其凋亡，同时具备抗氧化、辅助改善囊肿和肝脏基础病等多重功效。直播间评论区数百条互动消息烘托出热销氛围，不少观众急于询问购买方式。

值得警惕的是，想进入该直播间，用户需先支付9.9元购买"新人专享礼包"，且付款渠道仅限银行卡或平台充值，无法使用微信或支付宝，主播还会现场演示付款流程——这一系列门槛设计，在私域电商保健品营销中已是常见的"圈层锁客"套路。

产品到手后，外包装显示其保健功能仅为"补充硒"，并明确标注"保健食品不是药物，不能代替药物治疗疾病"。全盒31片，每片含硒100μg，原料为L硒-甲基硒代半胱氨酸。对比电商平台同类产品——90粒含硒200μg、售价约98元——沃希瑞美牌硒片的单位含硒成本高出同类产品数十倍。

专家：普通硒片不具备靶向抑瘤功效

"靶向技术是精准医疗的核心概念，需要经过严格的药物研发、临床试验与药监审批，普通硒片仅为膳食补充剂，根本不含靶向分子结构，无法定向识别肿瘤细胞。"

—— 国家高级食品检验师、食品安全科普专家 王思露

王思露进一步指出，从循证医学角度来看，补硒保健品可能具备一定的抗氧化辅助作用，但不具备靶向抑制肿瘤、诱导癌细胞凋亡的临床功效。将"靶向"概念嫁接至普通保健品，属于典型的夸大乃至虚假宣传。

科研背书疑似造假，涉事公司推诿维权

商品详情页宣称获得印度全印医学科学研究院、中国农业科学院等机构的技术支持，并列出"科研顾问"背书，其中一位被标注为"中南大学湘雅三医院肿瘤科医生陈海江"。然而，在中南大学湘雅三医院的公开信息中，无法查询到该医生信息，医院方面亦未予回应。

该产品的生产方——诺康（山东）健康产业有限公司在被联系时，直接表示消费者"找卖家维权"。而有享猫APP的运营主体湖南享智科技有限公司，成立至今不足一年，为个人独资企业。

• 生产方：诺康（山东）健康产业有限公司（备案号：食健备G202537000113）
• 商标持有人：湖南阿斯达生命科技研究中心
• 运营平台：有享猫APP（湖南享智科技有限公司）

这一链条中，每个环节均可向消费者推诿责任，形成典型的维权困境。

保健品虚假宣传问题由来已久，将医疗术语"靶向"包装进普通膳食补充剂，不仅涉嫌违反广告法与保健品监管规定，更可能误导肿瘤患者延误正规治疗。消费者在面对私域直播间的高价保健品时，应保持理性判断，切勿被"科学外衣"下的夸大宣传所迷惑。

Investigation: "Targeted Selenium Tablets" Sold on Youxiangmao Claim to Suppress Tumors — But It's Just a Supplement

A product called "Woshiruimei Selenium Tablets" has been aggressively promoted in a private-domain livestream on the Youxiangmao app, priced at 498 yuan (approximately $69 USD) per box and marketed with bold claims of "targeted technology to suppress tumors." After purchasing and unboxing the product, along with expert verification, it turns out this so-called "targeted selenium supplement" is nothing more than an ordinary dietary supplement — and its promotional claims bear little resemblance to scientific reality.

Decoding the Livestream Pitch: A Supplement Dressed Up as a "Targeted Drug"

Inside Youxiangmao's private-domain livestream, the host described the product as capable of "targeting lumps, nodules, and tumors inside the body," claiming it could inhibit the reproduction of tumor cells and accelerate their natural death, while also offering antioxidant benefits and supporting people with cysts and liver conditions. Hundreds of comments flooded the chat, creating a high-energy atmosphere of urgency and enthusiasm.

What's particularly notable is the access structure: to enter the livestream, users must first pay 9.9 yuan for a "new member gift package." Payment is restricted to bank cards or in-app top-ups — WeChat Pay and Alipay are not accepted — and the host walks viewers through the payment process step by step. This type of gated funnel is a well-known tactic in private-domain health product marketing designed to retain and monetize captive audiences.

Once the product arrived, the packaging told a very different story. The stated health function is simply "selenium supplementation," with a mandatory disclaimer printed clearly: "This health food is not medicine and cannot replace medical treatment." Each box contains 31 tablets, with 100μg of selenium per tablet, using L-selenomethylselenocysteine as the active ingredient. Compared to similar products available on mainstream e-commerce platforms — 90 capsules at 200μg of selenium per capsule for around 98 yuan — the cost per unit of selenium in this product is dozens of times higher.

Experts: Ordinary Selenium Supplements Cannot "Target" Tumors

"Targeted therapy is a core concept in precision medicine. It requires drugs to be molecularly engineered to specifically identify tumor cell targets, and must go through rigorous clinical trials and regulatory approval. An ordinary selenium tablet is simply a dietary supplement — it contains no targeting molecular structure and cannot selectively identify cancer cells."

— Wang Silu, Senior National Food Inspector and Food Safety Expert

Wang further noted that while selenium supplementation may offer certain antioxidant benefits, there is no evidence-based clinical support for claims that it can directly target, inhibit, or induce apoptosis in tumor cells. Attaching the word "targeted" to a basic health supplement constitutes classic misleading — or outright false — advertising.

Fabricated Scientific Credentials, Evasive Manufacturers

The product's detail page claims technical backing from institutions including the All India Institute of Medical Sciences and the Chinese Academy of Agricultural Sciences, along with endorsements from named "scientific advisors." One advisor is listed as "Chen Haijiang, oncologist at Xiangya Third Hospital of Central South University" — yet no such doctor could be found in the hospital's public records, and the hospital has not responded to inquiries.

When contacted, the manufacturer — Nuokang (Shandong) Health Industry Co., Ltd. — told reporters that consumers should seek recourse from whoever sold them the product. The platform operator, Hunan Xiangzhi Technology Co., Ltd. (which runs the Youxiangmao app), was incorporated less than a year ago as a sole proprietorship.

• Manufacturer: Nuokang (Shandong) Health Industry Co., Ltd. (Registration No.: 食健备G202537000113)
• Trademark Holder: Hunan Asda Life Science Research Center
• Sales Platform: Youxiangmao App (Hunan Xiangzhi Technology Co., Ltd.)

Each party in this chain can deflect consumer complaints to another, creating a structure that makes accountability difficult to enforce.

The issue of false advertising in the health supplement industry is nothing new. Grafting precision medicine terminology like "targeted therapy" onto ordinary dietary supplements not only likely violates China's advertising laws and health food regulations, but also risks leading cancer patients away from legitimate medical care. Consumers should exercise critical judgment when encountering high-priced health products promoted through private-domain livestreams, and not be swayed by scientific-sounding language wrapped around unsubstantiated claims.