Improve laws and regulations to clarify the responsibilities of all parties involved in the live broadcast

　　Committee member Pi Jianlong called for frequent "overturning" of goods in live broadcast

　　□ Our reporter Hou Jianbin

　　It was extremely hot on one side, and chaotic on the other.

Live streaming has been a mixed blessing since its inception.

　　"Unfair competition, platform data falsification, false advertising and other issues are emerging one after another, and many problems facing live delivery of goods need to be regulated." Pi Jianlong, a member of the National Committee of the Chinese People's Political Consultative Conference and director of Beijing Jintai Law Firm, was interviewed by a reporter from the "Rules of Law Daily" recently. It is suggested that relevant laws and regulations should be improved to clarify the relevant responsibilities of all parties involved in the live delivery of goods.

　　In July 2020, the "June 18" Consumer Rights Protection Public Opinion Analysis Report" released by the China Consumers Association showed that during the "June 18" promotion, more than 110,000 negative information about live streaming products were collected.

This report shows that the main problems reported by consumers are: live streaming sellers fail to fully fulfill their obligation to publicize license information; product quality and goods are not on the right board, platform anchors peddling "three noes" products, fake and inferior products to netizens, etc.; live streaming brushes Fan data and sales volume falsification "kill young"; after-sales service is difficult to guarantee, etc.

　　What makes Pi Jianlong pay special attention to is that at present, false propaganda about live broadcast of goods is not uncommon.

The problem of using extreme words such as "the lowest price on the whole network" and "sales champion" is the most prominent.

"Exaggeration of product effects, publicity of medical effects, conclusive publicity based on unconclusive research, use of patent application numbers for publicity, fake publicity in the name of others, exclusive publicity of products, and fake honor publicity, etc., exist to varying degrees."

　　The current live broadcast of goods is generally the business and the brokerage company to agree on the product and process of the goods, and then the brokerage company arranges "net celebrities" to promote the products.

"The anchor accepts the arrangement of the brokerage company to recommend the product. Before that, he did not have a comprehensive understanding of the product." Pi Jianlong said frankly that there are no clear regulations on who should bear the responsibility for the product at this time and how to bear the responsibility.

This also leads to difficulties for consumers to repair, exchange, return, and make compensation even more difficult.

　　To this end, Pi Jianlong called for the revision and improvement of relevant laws and regulations, and detailed regulations on the division of responsibilities between operators and anchors, how consumers should apply the law when they encounter after-sales problems, and how consumers should protect their rights.

　　At the same time, the market supervision department should strengthen supervision, and promptly investigate and deal with after-sales problems and infringements reported by consumers in accordance with the law; e-commerce platforms should also strengthen supervision of live broadcast delivery behavior, conduct real-name certification of anchors, establish a live broadcast content review system, and perform Keep content log information, establish a credit rating management system and a "blacklist" management system, etc., standardize its own platform payment and order tracking system, and restrict platform merchants to establish a complete after-sales mechanism.