Recently, the Comprehensive Law Enforcement Detachment of Market Supervision in Huangshi City, Hubei Province, ordered a correction and imposed an administrative penalty of 10000 yuan on the behavior of a consultant company in Hubei Province who did not mark "advertisement" in the short video of store promotion. It is reported that this is the first case in China where influencers have been punished for violating laws and regulations while visiting stores. The legal basis for the administrative punishment of the short videos that are not marked with "advertising" for the promotion of celebrity stores is the Measures for Internet Advertising management Management, which was officially implemented on May 1 this year. This method specifies that internet advertising should have distinguishability and enable consumers to distinguish it as an advertisement. This wording clarifies the corresponding obligations that internet advertising publishers should fulfill. At a time when short videos have become an important medium for people's daily leisure, entertainment, and information acquisition, such regulations have very important practical significance. Short videos are currently one of the key directions for the operation of various social platform products. Short videos with free features can attract internet users to stay on social media platforms for a long time, and related companies can use this to achieve continuous growth in product daily activity and customer acquisition. As the saying goes, there is no free lunch in the world. Although short video products are available for users to watch for free, it is not possible for the platform and short video production community to "contribute" for free. Realizing revenue through short video products is an inevitable choice for the development of the short video industry. Although the monetization of short videos conforms to the laws of market development and the current development of the short video industry is relatively mature, it is still a new industry and a new thing in the social context of consumer rights protection and relevant legal and regulatory development. Under the premise of complying with market laws, reasonable regulation of the monetization behavior of the short video industry is conducive to the long-term development of the short video industry. Both the formulation of the Measures for Internet Advertising management Management and the first punishment made by the market supervision department are active actions of administrative law enforcement aimed at protecting consumers' rights and interests, as well as positive cases to warn the short video industry of unreasonable cashing behavior. The reason why the short video industry is still regarded as a new industry and new thing is not unrelated to our society being in the era of all media. Everyone can record, express, and disseminate through social media platforms. Many times, online news hotspots are no longer reported by traditional news organizations, but rather begin to integrate real-time feedback from netizens on the "first scene". The most intuitive and easily disseminated content carrier produced by netizens is short videos. At this point, in the short video being disseminated, information, viewpoints, and advertisements are mixed, with the judgment of the producer and the recommendation of the producer in the viewpoint. This is a new change, but it lacks the necessary regulatory constraints and checks and balances. In the era of all media, the authenticity of hot short video content is difficult to distinguish in the first place, which makes all categories of short videos produced on social media platforms less authentic than traditional news in the social media environment. Losing "authenticity" means that short videos can be added with exaggerated content, and the authenticity of those short videos that claim to be authentic can only be judged by the audience and users themselves. However, the varying levels of users' judgment abilities allow for improper manipulation of short video monetization behavior. At this time, maintenance cancels