State Administration for Market Regulation: Live streaming must clearly state “who is bringing the goods” and “whose goods are being brought”. Problems such as incorrect goods, difficulty in returns, etc.

are more prominent. In the past five years, the live streaming e-commerce market has grown by 10.5 times. At the same time, the number of complaints and reports has increased by 47.1 times, indicating that development and regulation are still unbalanced. The "Regulations" stipulate five aspects of online consumption, which are also applicable to live broadcasts.