Consumer Associations of Beijing and Hebei jointly released a survey report on the consumption experience of live streaming
33 live broadcast samples suspected of violations of laws and regulations
Yesterday, the Beijing Consumers Association and Hebei Consumer Rights Protection Committee jointly released a survey report on the consumption experience of live delivery.
Among the 100 live streaming experience samples, 33 were suspected of violations of laws and regulations.
The survey results show that the current consumption experience of live streaming products is generally good, but there are also some suspected false propaganda, not publicizing license information in accordance with regulations, vulgar words and deeds, misleading prices, and no obvious hints on the risks of private transactions.
17 samples suspected of false propaganda
A reporter from Beijing Youth Daily learned that this survey of live-streaming consumer experience selected 10 e-commerce companies, including Taobao, Tmall, JD.com, Pinduoduo, Suning, Vipshop, Douyin, Kuaishou, Xiaohongshu, and Weibo. The platform and Wei Ya, Li Jiaqi, Simba, Dandan, Lie'er Baby, Chen Jie kiki, Sydney and other 10 online celebrities with goods as the subjects of investigation.
The experience investigation report shows that 33 live streaming experience samples suspected of violations of laws and regulations, 17 samples including Taobao’s “Slimming Queen Zheng Duoyan” live broadcast room are suspected of false exaggeration; Kuaishou “Dandan 22 Summer Hotspot Special” Five samples including the live broadcast room were suspected of vulgar words and deeds; two samples including the Douyin "Director Han Zhao (Tiaozige)" live broadcast room were suspected of misleading prices; the physical store corresponding to the live broadcast room of Pinduoduo "Qianchentang Zhugao Physical Store", etc. 13 Two samples were suspected of failing to publicize license information in accordance with regulations; two samples including Suning Tesco’s “Eastern Vocational College Live Little Junior Sisters” live room were suspected of failing to implement the “7 days without reason to return” regulations; some samples of three platforms including Vipshop were suspected of not having Prompt the risks of private transactions in a significant way.
Among the 17 samples suspected of having false propaganda problems, the main broadcasters or other staff in the live broadcast room used falsely exaggerated propaganda products and used extreme words to induce consumers to place orders, which was suspected of infringing on consumers’ right to know and The right to choose.
For example, the experience staff saw in the live broadcast of Taobao’s “Slimming Queen Zheng Duoyan” that when the anchor introduced a white jade lychee flavored beverage, he declared that “it will be effective if you eat it for a day” and “can help you drain oil and manage your belly. Belly, it can also remove moisture."
5 samples are suspected of having vulgar words and deeds
According to the comprehensive experience survey results, a total of 5 live broadcast samples were suspected of having vulgar words and deeds.
Taobao "Star Makeup Artist DD", Taobao "Mei Niang-Mei San Dao", Kuaishou "Dangdan No. 22 Summer Hotspot", Douyin "Silly and Tempered Window" and other live broadcast rooms are suspected of having vulgar words and deeds. Named.
For example, in order to show the elasticity of trousers when the experience personnel experience shopping in the live broadcast room of the Kuaishou "Dandan No. 22 Summer Explosives Special", the staff pulls hard on the trousers of the try-on personnel, resulting in indecent pictures on the live broadcast.
Subsequently, the live broadcast was stopped by the Kuaishou platform, and the screen prompted "vulgar words and deeds, performances, punishments or stickers. The anchor is rectifying, please wait patiently".
Some anchors suspected of misleading consumers
This experience survey found that some anchors used other platforms to compare high prices during the live broadcast process to induce consumers to buy the products recommended by their live broadcast rooms, suspected of misleading consumers by using misleading price methods.
For example, the experience personnel purchased a box of Jinliufu Mianya 8 Luzhou-flavor 42% liquor (500ML×6 bottles) in the live broadcast of Douyin "Director Han Zhao (Tiaozige)".
When the anchor recommended this wine in the live broadcast room, the staff next to it deliberately showed the camera the price of this box of wine on the JD platform. The anchor stated that it was sold at a certain Dongshang for 1429 yuan, and in his live broadcast room it only sold for 298 yuan.
The experience personnel contacted the Jinliufu manufacturer, and the manager responsible for the sales of this wine said that this wine on Jingdong and Douyin is theirs, and the cost price is about 40 yuan a bottle, and the promotion on the market is generally 70-80 yuan a bottle. , Which is 420-480 yuan per box, 1429 yuan per box on JD.com, which is not the normal market price at all.
The manager also said that some dealers have stores on JD.com, so they deliberately set a high price to advertise how good this wine is and use this marketing method to promote it.
In response to the problem of live streaming delivery, the Consumers Association of Beijing and Hebei recommends that relevant live streaming delivery operators should operate in good faith and abide by the law; relevant departments should further strengthen supervision of the live streaming delivery format, and seize key regulatory objects such as celebrities and Internet celebrities. It assumes the responsibilities that are compatible with the traffic; increases exposure to illegal and illegal live delivery of goods, and puts it on the credit blacklist according to the severity of the infringement; reminds consumers to improve their self-protection awareness.
Text/Reporter Wang Wei