Milk sold for only 200 yuan per box on e-commerce platforms was recommended to middle-aged and elderly people by a store in Mianyang, Sichuan at a price of 6000 yuan per box. According to a news report on April 7th, the store recently deceived elderly people into buying high priced products through lectures and was reported by citizens for suspected false advertising. At present, law enforcement officers from the local market supervision bureau have recorded and collected evidence from some of the lecture content, and have preliminarily determined that the company is suspected of false advertising. Based on the on-site inspection, it has been decided to file an investigation against the company. The elderly in the store were fully focused on listening to the so-called 'health lecture', holding tightly not only their hard-earned savings, but also their deep desire for a healthy old age. In the midst of multiple scams, the 200 yuan box of colostrum powder on e-commerce platforms was packaged as a product with "magical effects" priced at 6000 yuan... One important reason why pseudoscientific rhetoric can easily deceive people is that elderly people lack effective ways to obtain authoritative health knowledge. Currently, children often overlook teaching their parents how to use the internet and search for information, which creates opportunities for related chaos. Those elderly people who are attracted by "free breakfast" and "health lectures" are also exploited by malicious marketers due to the lack of companionship from their children? It is worrying that such "consumption traps" targeting the elderly have developed into industrial chains. From carefully creating a "health lecture" scene, to designing highly deceptive "family marketing" language, from fabricating various technological concepts to mislead consumers, to using delaying refunds to evade responsibility, everything is interconnected. We must reflect that relying solely on law enforcement agencies to crack down cannot completely eradicate this "cancer" that harms society. To break this dilemma, it is necessary to build a multi-party collaborative protection system. For example, providing parents with more daily care from children is undoubtedly the warmest and most effective "firewall". The embedded elderly care services provided by the community can become an important platform for disseminating scientific knowledge and reducing opportunities for routine marketing. More importantly, the entire society should gather a greater consensus to fully protect the consumption rights of the elderly in the digital age, actively respond to their spiritual demands, and integrate into the online society. In the current era of increasing aging, how to enable the elderly to spend their later years with more dignity and enjoy the dividends of the "silver economy" has become one of the important criteria for measuring the level of social civilization. When we condemn the unethical behavior of unscrupulous merchants, we should also do a good job in caring for the elderly, improving price supervision, and coordinating the management of online and offline consumption environments, and work together to break through the tricks and traps targeting the "silver haired generation". (New Society)