Purify the live streaming environment and promote the long-term development of the industry

In recent years, the rise of new consumption formats and models such as live streaming has broadened consumers' shopping channels and improved the convenience of
people's lives.
However, at the same time, problems such as false exaggerated publicity, fake sales data, and "overturning" of anchors with goods have also been constantly criticized by consumers, reflecting the chaos in the live streaming industry
.

In 2022, relevant departments in various places have investigated and dealt with a number of cases of selling counterfeit goods through live streaming, many of which involved more than 10 million yuan
.
Compared with offline stores, traditional e-commerce and other sales models, live streaming has the characteristics of immediacy, wide audience, separation of goods and delivery, etc.
, which also determine that consumers often face problems such as difficulty in obtaining evidence and protecting rights when purchasing counterfeit goods, and the forbearance of some consumers has invisibly fueled the arrogance of illegal merchants to commit crimes, and some live streaming platforms are becoming "hard-hit areas"
for selling fake and shoddy goods.
Live streaming is facing a huge crisis of trust and urgently needs to eliminate the drawbacks
.

China's current civil code, e-commerce law, consumer rights protection law, advertising law and other laws and regulations have corresponding provisions
on the manufacture and sale of counterfeits, false publicity and other acts.
Relevant regulatory departments should attach importance to and verify consumer feedback on the sale of counterfeits, take the initiative to strengthen the normalization of inspections of live streaming goods, strengthen the supervision of all links, all elements, and the whole chain, and resolutely take a "zero tolerance" attitude to severely crack down on all kinds of illegal acts of manufacturing and selling counterfeits in accordance with the law, promote live streaming goods to the right track, and protect the legitimate rights and interests
of consumers.

Platforms should consolidate regulatory responsibilities and eradicate the chaos of sales
.
In March 2022, the Cyberspace Administration of China, the State Administration of Taxation, and the State Administration for Market Regulation issued the Opinions on Further Regulating the Profit-Making Behavior of Online Livestreaming to Promote the Healthy Development of the Industry, which clearly sets out the regulatory responsibilities
of online livestreaming platforms.
Platforms should conscientiously implement the responsibility of management entities, strengthen supervision, guide settled merchants to abide by the principle of good faith, ensure law-abiding and compliant operations, and at the same time review the qualifications and live broadcast content of e-commerce operators, and remind consumers
about their existing risks.
In view of the problems encountered by consumers in the shopping process, the platform should strictly follow the relevant laws, regulations and policy requirements, promptly investigate and deal with violations of laws and regulations existing in live streaming goods, and improve the platform's supervision measures and punishment methods to promote the purification of the live shopping environment, continuously boost consumer confidence, and ensure the long-term development of
the industry.

The majority of consumers should enhance their awareness of the rule of law and prevention, avoid blind impulse, achieve rational consumption, and protect their legitimate rights and interests
in accordance with the law when encountering consumer disputes.
Businesses and anchors should abide by the law, adhere to professional ethics, abide by the bottom line of morality, enhance their sense of social responsibility, and remember that the more counterfeit goods they sell, the more ill-gotten gains they make, and the greater
their legal responsibility.

China Food News(2023.
01.
13.
07)

(Responsible editor: Gao Na)