"Sandbox Supervision" live broadcast with goods, taking into account tolerance and prudence and risk control
Point of view
Sandbox supervision is to encourage innovation in a safer way, and effectively prevent the management dilemma of "death in one tube, chaos in one release".
If there are problems such as false propaganda and induced consumption in the process of "live broadcasting with goods", how can consumers protect their rights? Since the rise of live streaming, this type of problem has also plagued many consumers. According to reports, the Beijing Haidian District Market Supervision Bureau strives to study and issue guidance before the end of September to pilot the "sandbox supervision" mechanism within the scope of Zhongguancun Science City to guide the healthy and standardized development of live broadcast and short video shopping.
The so-called "sandbox supervision" is to first delineate a scope, adopt inclusive and prudent supervision measures for the enterprises in the "box", and at the same time prevent the problem from spreading outside the "box", which is within the controllable scope Implement a fault-tolerant and error-correcting mechanism, and the supervision department will supervise the entire process of the operation process to ensure the safety of the test and make a final evaluation.
"Live streaming" as a new business format has shown a vigorous development trend in recent years. According to the predictions of relevant agencies, the industry of "live streaming" may reach a trillion scale in 2020. But at the same time, a lot of quality control, after-sales, delivery, false publicity, and even fraud have appeared in the "live streaming", which has become a new area of high consumer complaints. This has also brought challenges to regulation, and some specific regulatory standards also need to be continuously optimized and improved in continuous practice. For example, what is the identity of the lead anchor? Is it an advertising spokesperson or a salesperson? Can the "Advertising Law" be applied to regulate its behavior? These all need to find answers in rules and operations.
New business formats need to be protected, but they must also face up to the existence of chaos, so as not to affect the healthy development of the industry due to extensive out-of-control conditions. Therefore, from the perspective of protecting and exploring new regulatory models and improving governance efficiency, it is a good idea and method to try out the “sandbox supervision” mechanism in the field of live broadcast and short video shopping.
For live streaming, the advantages of "sandbox supervision" are obvious: on the one hand, sandbox supervision can maximize the implementation of a prudent and inclusive supervision mechanism, create a relatively loose environment for the healthy development of the industry, and prevent excessive supervision from causing excessive substantive Sexual damage; on the other hand, by concentrating the experiment in a very small range, you can effectively control the risk and explore quality and energy-efficient regulatory measures. Its purpose is to encourage innovation in a safer way, and to achieve the effect of continuously optimizing the regulatory model, effectively preventing the management dilemma of "death in one tube, chaos in one release", and to find the best combination between protection and supervision .
"Live streaming" is a new thing. The sandbox supervision model that has been implemented abroad for many years is also a new thing for China. The implementation of "sandbox supervision" in "live streaming" will be expected in Haidian District. This expectation is also an urge to improve the supervision of the new business form-to make the supervision method match the new business form, not only to give room for new things to grow, but also to ensure that their growth is "healthy" rather than "sick".
□ Former Lang (staff)