China News Network Client Beijing, June 30 (Reporter Wu Tao) Recently, the China Advertising Association has formulated the "Code of Conduct for Online Live Marketing Marketing Activities" (hereinafter referred to as the "Code"), which will be implemented from July 1st, focusing on regulating live broadcasts. Industry billing, false propaganda, etc.
Data map. China News Agency reporter Chen Jimin
Do not swipe orders or speculate
The reporter noticed that the "Regulations" repeatedly mentioned the situation of live-broadcasting with goods. Swiping bills is more common in the live broadcast industry, some of which easily sell over 100 million yuan, but a large number of refunds appear afterwards; some live broadcast platforms and anchors use the bills to fiction the number of online viewers and create a false prosperity.
"Regulations" pointed out that the main body of online live marketing should not use fraudulent methods such as billing and speculation to falsify or tamper with transaction data and user evaluation.
"The marketing data provided by the anchor to the merchants, webcast marketing platform, etc. should be true, and no form of data falsification, such as traffic, or fraudulent purchases or return of goods, should be used to defraud merchants' commissions."
Before, there were many examples of merchants being pitted. According to media reports, a merchant spent 250,000 yuan to find a live broadcast pit. During the live broadcast, there were many people online, but in the end it ended in a dismal sale of 50 orders, and a partial refund appeared the next day.
On the 29th, the China Consumers Association also pointed out that in this year's "618" e-commerce shopping festival, there are products with wrong quality in the live broadcast industry, and the platform anchor peddles "three no" products, fake and inferior goods to netizens; live broadcast brushes fans Data, sales volume, counterfeiting, "killing young birds" and other situations.
The China Consumers Association also named Luo Yonghao and Gome. After price comparison, Luo Yonghao's team sold a recording pen for 2448 yuan in the live broadcast, and other e-commerce platforms only cost 2398 yuan; Gome live broadcast does not ship the goods, and finally refunds directly.
Data map: The anchor sells goods through online live broadcast in the store. China News Service reporter Han Suyuan
No false propaganda, use of limit words in violation of regulations
According to a report by the China Consumers Association, during the "618" period of this year, some anchors, especially the "star anchor", were suspected of having illegal publicity issues such as the promotion of product efficacy or the use of limit words during the live broadcast of the goods.
In this regard, the "Regulations" regulates the promotion of live broadcasts, and may not conduct false or misleading commercial propaganda to deceive or mislead consumers; it is not allowed to smoke or disguise tobacco products (including electronic cigarettes) in live broadcast activities.
It is worth noting that the "Standards" also pointed out that those who publish commercial advertisements in online live marketing should strictly abide by the provisions of the "Advertising Law of the People's Republic of China".
The reporter observed that many of the current live-broadcast promotional pages or short videos are not marked with the word "ad". At first glance, it is content, but it is actually publicity. The "live" is also displayed on the avatar. Clicking on it will bring the goods in the live broadcast, and the content of the short video is basically the same as the content of the live broadcast.
Data picture: The anchor is "eating". Image source: Taobao Live
All three parties are responsible for protecting consumer rights
It turns out that many consumers are caught in the "three no matter what" zone after buying goods in live broadcast. The anchor, live broadcast platform, and merchants play football with each other. How to protect the legitimate rights and interests of consumers in after-sales.
"Regulations" pointed out that merchants should protect the legitimate rights and interests of consumers according to law, actively fulfill their commitments, and provide after-sales services such as return and exchange guarantees according to law. The commitment made by the anchor in the live broadcast event should be in accordance with the agreement with the merchant to protect the legitimate rights and interests of consumers.
"The webcast marketing platform should establish service agreements and rules for the host, and clarify the rights and obligations of the webcast marketing behavior norms, consumer rights protection, and intellectual property protection."
According to a survey report recently released by the Beijing Consumers’ Association, 49.12% of the respondents believe that the platform, anchor and merchants should all be responsible for the live broadcast of goods, and each should bear corresponding responsibilities. But in reality, because of the difficulty in making complaints, when a small number of consumers' legitimate rights and interests are damaged, they "recognize that they are unlucky."
Data picture: A worker broadcasts dumplings with "spicy stick stuffing". China News Agency reporter Yang Huafeng photo
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——In July, there may be 3 live broadcast cargo delivery specifications implemented
According to the China Advertising Association, the “Code of Conduct for Online Live Marketing Activities” has received strong support from relevant units of the State Administration for Market Supervision and the China Consumers Association, and will be implemented on July 1, 2020.
In addition, a reporter from ChinaNews.com learned that the China Chamber of Commerce and Industry is also taking the lead in formulating standards for online live streaming, which is expected to be officially released and implemented in July. Its standards include "Basic Specifications for Video Live Shopping Operations and Services" and "Guidelines for the Evaluation of Online Shopping Credit Service System". Calculated in this way, in July, the live broadcast industry may have three norms to implement.
"Because of the lagging supervision, there is no threshold in the industry, and the quality of the anchors is uneven. As a result, three popular content is flooded on the Internet, falsely exaggerated propaganda, the proliferation of counterfeit three products, and after-sales service are difficult to guarantee." Han Liangchen, vice chairman of the Media Purchase Committee of the China Chamber of Commerce and the Association With the implementation of the standard, there will be rules and evidence for live streaming in the future. (Finish)