In recent years, with its appearance and marketing tactics, an imported rose salt that claims to be "pure natural, pollution-free, and rich in minerals" has become a popular seasoning on the dining table, with prices several times or even dozens of times higher than ordinary table salt. However, the recent news of rose salt being found to contain excessive heavy metals such as lead, arsenic, and chromium has poured cold water on consumers and reflected multiple hidden concerns in the internet celebrity food market. The popularity of rose salt is essentially a marketing feast that precisely grasps consumer psychology. Rose salt appears pink due to the presence of minerals such as iron and magnesium. In the current era of the beauty economy, the pink crystals packaged in exquisite grinding bottles have a unique color that meets consumers' visual needs for exquisite and photogenic food, upgrading it from a seasoning to a social media check-in symbol. At the same time, the marketing gimmick of "Himalayan natural mineral salt" accurately hit the public's anxiety about industrial food with the label of "pure nature" and "origin", and gave the product premium with the geographical narrative of the the Himalayas. Against the backdrop of increasing consumer health awareness but insufficient scientific literacy, the vague promotion of "mineral rich" has led consumers to mistakenly believe that high prices equate to high nutrition and are willing to pay for the illusion of health. Behind the bright appearance and packaging, there is a huge health risk that cannot be ignored with rose salt. According to relevant standards in China, edible salt must meet the conditions of "white color, salty taste, and no odor", while "rose salt" alone does not meet China's edible salt standards in terms of "color". Rose salt, as a natural rock salt, has not been strictly purified, and its content of heavy metals such as lead and arsenic is much higher than that of ordinary refined salt. Long term intake may damage the nervous system, kidneys, and even increase the risk of cancer. Rose salt is not edible salt, and its sodium chloride content does not meet the national standard. It also contains a large amount of insoluble impurities, which cannot meet the core seasoning requirements and may increase the metabolic burden on the kidneys. This food safety scandal has exposed regulatory loopholes. Cross border e-commerce channels have become a gray area. The differences in food standards between domestic and foreign markets have been exploited by businesses, and the relevant regulatory systems have not been timely connected, resulting in regulatory blind spots. Some merchants import rose salt under the name of "industrial salt" to avoid the national standard inspection of edible salt, but sell it as food without authorization after entering the market. Lack of platform review. E-commerce categorizes rose salt as "imported seasoning" or "health products", without the need to provide a salt testing certificate, and live streaming is even more casual. The Advertising Law stipulates that food advertisements must not claim "disease prevention and treatment functions", while in the marketing advertisements of rose salt, false health concepts such as "detoxification and health preservation" are displayed. Guarding the safety of the tongue requires the joint efforts of multiple parties. Regulatory authorities should accelerate the improvement of cross-border e-commerce food supervision rules, refine the import classification standards for industrial salt and edible salt, strictly investigate the illegal sales behavior of changing appearances, and plug the loopholes in standard connection. E-commerce platforms need to fulfill their main responsibilities by mandating relevant products to be labeled with "non edible salt" warnings, cleaning up false advertising language, and establishing a rapid response mechanism for consumer complaints. Merchants must adhere to the bottom line of integrity, truthfully disclose product attributes and standard differences, and eliminate marketing misleading that confuses purposes. Science popularization propaganda is equally important. The core function of salt is to provide salty taste and essential sodium elements. For most consumers, affordable and compliant regular salt can fully meet their daily dietary needs and is a more economical and safe choice. Consumers should abandon internet celebrity filters and high price superstitions, pay attention to core information such as national standard codes and ingredient lists when purchasing food, replace emotional consumption with scientific cognition, and not be confused by appearance and stories. Scientists worked hard to remove impurities from salt, and these people added them back. ”A netizen commented on the absurd nature of rose salt marketing. The essence of salt is seasoning, and the core of health is scientific standards. The "collapse" of rose salt warns us that food safety cannot rely on marketing packaging, but should be built on clear standards, strict supervision, and rational consumption. Only by removing the filter of internet celebrities and building a standard defense line can food consumption adhere to the safety bottom line and prevent the public from paying the "intelligence tax". (New Society)