Recently, the Ministry of Civil Affairs and other departments issued the Administrative Measures for Internet Public Donation Service Platform (hereinafter referred to as the "Measures") to systematically regulate the designation, operation and supervision of the platform. Among them, it is explicitly required that the fundraising page strictly prohibits the implantation of commercial advertisements and the insertion of irrelevant interactive functions, which sets a clear red line for the development of the online fundraising industry. In recent years, online fundraising has become an important channel for the public to convey love and goodwill, thanks to its advantages of convenience, efficiency, and wide coverage. However, behind the rapid development of the industry, chaos has also emerged. Some platforms, in pursuit of traffic and revenue, intersperse commercial advertisements and add entertainment interactive features on fundraising pages, blurring the boundary between fundraising and commerce. The disorderly infiltration of commercial elements not only undermines the purity of public fundraising, causing public resistance, but may also interfere with donor judgment, and even conceal risks such as information leakage and induced consumption, damaging the rights and interests of donors. Therefore, the newly revised Charity Law at the end of 2023 clearly stipulates that commercial advertisements and links to commercial activities shall not be inserted on the public fundraising information page. This time, the "Measures" further refine the requirements, clarifying that the platform's public fundraising information page shall not insert any form of commercial advertising, shall not set up links that guide to jump to commercial activity pages, and shall not include interactive functions unrelated to public fundraising such as lottery and game drainage. At the same time, the platform should strengthen the ecological governance of online information content, prevent and resist harmful information. Prohibiting commercial advertising, stripping irrelevant functions, and purifying the content ecosystem are the very roots that bring fundraising pages back to information dissemination and love connection. The simple and pure interface not only ensures that donors can obtain authentic and complete fundraising information, but also forces the platform to abandon traffic thinking and stick to its original intention. Purifying the online fundraising ecosystem requires both institutional constraints and collaborative efforts from multiple parties. Regulatory authorities should strengthen regular inspections and dynamic supervision, improve punishment mechanisms, promptly interview and rectify illegal platforms, and severely crack down on the behavior of profiting from public fundraising. Each fundraising platform should actively implement its main responsibilities, optimize page design, improve information disclosure mechanisms, and safeguard the love and trust of donors. At the same time, it is necessary to open up social supervision channels, encourage the public to report violations, and form a joint governance force. The essence of Internet public donation is love transmission, not flow business. The implementation of the Measures is a standardized calibration of the online fundraising industry and a firm protection of social goodwill. Only by continuously purifying the online public fundraising ecosystem, constraining industry behavior with rigid rules, and working together to protect the original intention of charity, can online fundraising truly return to the source of love and gather more forces towards goodness and warmth. (Looking into the New Era)