Bulb candy, soap chocolate, strawberry cake essential oil soap, food toys... Recently, some food and catering enterprises have tried to use cross-border marketing to attract customers and expand the market. Some took this opportunity to expand the consumer population, but some enterprises took the wrong side under the banner of cross-border, causing people to worry about food safety. Food safety is no trivial matter, and cross-border marketing related to food must strictly abide by the safety bottom line. Whether it is food made into the shape of daily necessities or packaged with similar daily necessities, or daily necessities made into the shape of food, it is easy to blur the boundary between food and non food, and there is a problem of misleading consumers. Especially for some minor groups with weak resolution, it is easy to cause potential safety hazards. In real life, it is not uncommon for people to eat by mistake due to the misleading packaging, which rings an alarm for us. There is nothing wrong with food cross-border marketing, but cross-border marketing needs to be measured, which must conform to social public order and good customs, and meet the requirements of laws and regulations. The provisions on the administration of food labeling clearly stipulates that food labeling shall not "describe or introduce food in a deceptive or misleading manner"; Consumer protection law, food safety law, advertising law, etc. also have similar provisions. In January this year, the State Administration of market supervision and other three departments carried out special treatment work on non bottom line marketing food for minors, and successively investigated and handled a number of typical food cases around the country, which formed a deterrent to relevant behaviors. Standardizing food cross-border marketing focuses on enterprise self-discipline. For food enterprises, "food safety first" is a principle that must be adhered to in any case. This means that food enterprises must not only control the quality, but also the name, packaging, shape and other aspects to prevent food safety risks to the greatest extent. For non food enterprises, no matter how they conduct marketing, they should not mislead consumers and should not blur the boundary between food and non food. Only when enterprises are in awe, measured and keep the bottom line can they better protect the "safety on the tip of the tongue". Standardizing food cross-border marketing also requires the joint efforts of various parties for a long time. At the technical level, relevant platforms may try to use technical means to accurately identify and shield cross-border marketing with potential safety hazards. At the regulatory level, while compacting the main responsibility of the platform, we may consider guiding public participation, giving play to the role of social supervision, and extending the scope of supervision. At the institutional level, we should also further improve the legal rules and regulations, supplement the shortcomings of the system, and establish rules and clear boundaries for creative promotion and cross-border marketing. Only by taking multiple measures at the same time, can we better regulate cross-border marketing and better prevent food safety risks. Objectively speaking, with the increasingly personalized and diversified needs of consumers, how to explore the market and innovate is a necessary development question for many enterprises. In recent years, many enterprises have spent a lot of effort in weeding out the old and bringing forth the new. Innovative marketing methods are also emerging in endlessly. Making efforts in packaging and appearance has become an important means for enterprises to tap consumption potential and expand market space. But we need to see that no matter how novel the design and how fashionable the packaging are, only truly high-quality products and services can win the market and consumers' favor for a long time. It is the long-term plan for enterprises to innovate, develop and win competition to make great efforts in deeply digging demand, cultivating internal skills and innovating supply. (outlook new era)