China News Service, December 23. According to the official WeChat message of the Guangzhou Market Supervision Administration, the Guangzhou Market Supervision Administration notified the results of the investigation on the 23rd in response to the "Simba Live Streaming Instant Bird's Nest" incident.
According to the report, the market supervision department intends to order the organizer of the live broadcast room Guangzhou Heyi E-commerce Co., Ltd. to stop the illegal conduct and fines 900,000 yuan; it intends to order the sales entity Guangzhou Rongyu Trading Co., Ltd. to stop the violation Acts, a fine of 2 million yuan in administrative penalties.
The report stated that Guangzhou Heyi E-Commerce Co., Ltd. (hereinafter referred to as "Heyi Company"), as the organizer of the live broadcast room involved, was commissioned by the commodity brand Guangzhou Rongyu Trading Co., Ltd. (hereinafter referred to as "Rongyu Company"). On September 17 and October 25, 2020, the anchor "Shi Da Mei" will promote the product "Ming Zhi Bowl Instant Bird's Nest" through the Kuaishou live broadcast platform.
During the live delivery process, the anchor only relied on the "point of sale card" provided by Rongyu Company and other content, plus personal understanding of the product, that is, live broadcast promotion of the product, emphasizing that the bird's nest content of the product is sufficient and the effect is good. The true nature of the product is a flavored beverage, and there is a misleading commercial propaganda behavior, which violates the provisions of Article 8 Paragraph 1 of the "People's Republic of China Anti-Unfair Competition Law".
According to the provisions of the "People's Republic of China Anti-Unfair Competition Law", the market supervision department intends to order it to stop illegal activities and fines 900,000 yuan.
The notification pointed out that after investigation, the product purchase link launched by Heyi Company during the live broadcast was the "Mingzhi Flagship Store" opened by Rongyu Company on the Tmall platform. Consumers can directly enter the online store to purchase the goods involved in the case by clicking on the above link. Payment and delivery are all implemented by Rongyu Company.
Accordingly, the market supervision department determined that the sales entity of the goods involved was Rongyu Company.
The "Point of Sale Card" provided by Rongyu for Heyi Company's live events and the content published on the Tmall "Mingzhi Flagship Store" online store all have misleading commercial propaganda behaviors that violate the "People's Republic of China" Article 8 Paragraph 1 of the Anti-Unfair Competition Law.
After random inspections by the market supervision department of the origin of the goods involved, the 13 items of "Mingzhi Bowl Flavored Instant Bird's Nest" sold by Rongyu Company meet the requirements of GB 2760-2014, Q/DZXY 0010S-2020, GB 14880-2012, but The product label is defective.
According to the "People's Republic of China Anti-Unfair Competition Law" and other regulations, the market supervision department intends to order it to stop illegal activities and fines 2 million yuan.
Guangzhou Market Supervision and Administration Bureau stated that in the next step, it will adhere to the administration according to law, severely crack down on illegal activities in live webcast marketing activities, and effectively protect the legitimate rights and interests of consumers.
At the same time, it will work with relevant departments to standardize webcast marketing activities, guide industry self-discipline, and promote the healthy and orderly development of the webcast marketing industry.