[Global Network Consumption Comprehensive Report] On March 6, it is reported that some anchors maliciously speculate and engage in false marketing during the live broadcast, resulting in the proliferation of counterfeit and shoddy products. Luo Wen, director of the State Administration for Market Regulation, said in an interview that a series of measures will be taken to strengthen supervision and plans to formulate and issue live e-commerce supervision measures this year.
Luo Wen pointed out that in the current live e-commerce industry, some anchors do not hesitate to use malicious hype, false propaganda and other means in order to attract traffic and sales, which seriously damages the rights and interests of consumers and destroys the fair competition order in the market.
In order to effectively curb this phenomenon, the State Administration for Market Regulation will strengthen the platform's audit responsibilities, strengthen the review and control of live broadcast content, and prevent the spread of false information. At the same time, special sampling of product quality will be strengthened, products with quality problems will be promptly removed from the shelves, and the relevant responsible persons will be held legally responsible in accordance with the law.
In addition, the State Administration for Market Regulation will increase supervision and law enforcement, crack down on false advertising, false publicity and other behaviors, investigate and punish illegal and irregular behaviors, and publicly expose typical cases to serve as a warning to others. Through the implementation of these measures, we aim to maintain a fair and competitive market order, continuously improve the quality of online sales products, and protect the legitimate rights and interests of consumers.
Luo Wen emphasized that formulating and issuing live e-commerce supervision measures is an important measure to establish a long-term regulatory mechanism. This measure will formulate a series of targeted and operational regulatory measures to address the characteristics and problems of the live e-commerce industry, effectively regulate live transactions, and promote the healthy development of the live e-commerce industry. (Chu Jun)