The anchor shouted hard how many people made impulse orders
. "Three no" food flooded the live broadcast room with potential safety hazards and became the focus of consumer complaints
□ Our reporter Wen Lijuan
After receiving the goods, Ge Yue was dumbfounded—the box of lychees that he grabbed in the live broadcast room "Fight Hand Speed" was small in size and weak in taste. "Yongxing Lychee King" is completely different.
Ge Yue has traveled to Yongxing Town, Haikou City, Hainan Province many times for work. The unique local volcanic soil makes lychees quite famous, and the price of high-quality lychees is not cheap.
When she heard the anchor shouting "big and full", "lowest price on the whole network" and "no loss if you buy it" in the live broadcast room, Ge Yue was moved and paid 89 yuan to buy 3 catties. .
Like Ge Yue, there are not a few consumers who directly call "suffering" after purchasing food in the live broadcast room.
In recent years, the live-broadcasting and delivery industry is like a fast-moving train that has entered the fast lane of rapid development.
According to the "2021 China Live E-commerce Industry Research Report" recently released by the China International E-Commerce Center Research Institute of the Ministry of Commerce, the overall scale of my country's live streaming in 2021 will be close to 2 trillion yuan.
Many food companies have achieved good sales results with the help of live streaming. According to data, the proportion of consumers buying food through live streaming is 55.74%.
However, a reporter from the "Rules of Law Daily" recently interviewed and found that with the huge market dividends and the development of a new online marketing model such as webcasting, the threshold for personal food business has been lowered, and more and more people choose to bring goods through live broadcasts, etc. Food sales channels, small workshop OEM products and "three noes" products appear frequently, exaggerating false propaganda, inducing consumption, and potential safety hazards have become the focus of consumer complaints.
False advertising induces consumption
Buyers are frustrated
"Absolutely fresh", "Almost the size of an egg"... Afterwards, Ge Yue recalled the reason why she placed the order impulsively, and she and the anchor opened the shell in front of the camera to let the audience feel the tenderness of the lychee meat, and held the egg next to it to compare the size. Certain relationship.
The intuitive visual impact made Ge Yue believe that the store was selling "Yongxing Lychee King".
Later, he realized that the store created a visual illusion with filters and camera borrowing.
The reporter randomly interviewed 20 consumers from Beijing and Tianjin who had purchased food in the live broadcast room. They all pointed out that the live and interactive nature of the video broadcast allowed them to "feel" the temptation of food more intuitively, so as to place an order. .
"Look at the old irons, all the silks pulled out are Ejiao, and they are full of collagen." After melting Ejiao Guyuan Cake with boiling water in front of the camera, an anchor scooped a spoonful and pointed to pull it out. The silk live commentary.
Some consumers immediately followed up and left a message in the comment area, "This is good, let's place an order."
The reporter recently watched 10 live broadcasts about Ejiao Guyuan Cake, and found that there are not many anchors who emphasize the drawing effect like this.
The reporter learned from people in the industry that the drawing effect of Guyuan cake mainly depends on maltodextrin or maltose syrup, which is rich in sugar and can be used to increase the viscosity of food at ordinary times.
These anchors also use a series of propaganda to treat diseases and other efficacy slogans, and put the products they sell in the guise of health food or even medicine.
For example, some anchors claim that "eating donkey-hide gelatin cake can nourish qi and blood, nourish the liver and kidneys, and sleep better at night." One course of treatment for two months without any side effects."
The reporter noticed that the outer packaging of the Ejiao Guyuan cakes sold by these anchors did not have health food labels, batch numbers or drug labels, but only ordinary food.
According to my country's Food Safety Law, the Advertising Law and the "Interim Provisions on the Release of Food Advertisements" and other laws and regulations, ordinary food cannot promote the efficacy of disease prevention and treatment.
In addition to the intuitive advantage, "cheap" is another core competitiveness of live streaming.
"Unprecedented event price" and "Today, in order to give back to the old irons, no more money", etc., have almost become the unified words of live broadcast and delivery.
On the basis of emphasizing high cost performance, consumers are induced to place orders through language guidance such as "limited low price" and "event spike".
Ge Yue has placed orders impulsively in the live broadcast room many times, because "I was infected by the passion of the anchor, and if I don't grab it immediately, it will be gone in seconds".
But the next day he found that the price of the same product in the live broadcast room was still the "lowest price in history" and still a "seckill".
Three no products flood the market
Safety hazards cannot be ignored
Pieces of crispy meat are tumbling in the boiling oil pan. The anchor, who has more than 100,000 fans, holds the camera to show the staff cooking on the spot, and occasionally uses chopsticks to pick up the crispy meat to taste, so that the audience can feel the crispness of the crispy meat. ; In another live broadcast room selling pancakes, the staff were busy making pancakes. The anchor pointed to the pancakes and kept explaining, "made from pure coarse grains" and "without adding a single sugar", and picked up the whole pancake with great interest. Knead it repeatedly with your fingers to let the audience see "whether it's soft or not."
Nowadays, more and more prepackaged food, bulk food, and food produced by home workshops are entering the live broadcast room, and more and more anchors choose to walk into the production workshop, so that the processing process of food can be directly presented under the camera, so as to highlight the current situation. , The freshness of being shipped.
However, the reporter found that many of these businesses that sell while producing lack food production licenses and produce for small workshops; some businesses do not provide information on ingredients or ingredient lists, net content, shelf life and other information on the food sales details page. Explicitly; some businesses even sell directly in plastic lunch boxes.
Not long ago, Xu Qiang, who lives in Pingdingshan, Henan Province, bought a box of handmade spicy strips on a live broadcast platform. After the goods arrived, he found that the packaging of the handmade spicy strips was extremely simple. It was packaged and sent after only plastic sealing. The production date, shelf life, production address , manufacturers and other information are not available.
After consulting the local regulatory authority, Xu Qiang learned that the product was prepackaged food, and the packaging method of the merchant violated the relevant provisions of the Food Safety Law. Then he chose to complain to the merchant and ask for compensation.
According to the Food Safety Law, the packaging of prepackaged food shall have a label, and the label shall indicate the name, specification, net content, production date; ingredient or ingredient list; producer's name, address, contact information; shelf life; product standard code; storage conditions; the general name of the food additives used in the national standard; the production license number and other matters.
It is worth noting that the reporter learned from interviews that even if some businesses entering the live broadcast room have a production license, the safety of the food they sell is not optimistic.
In a live broadcast room with more than 10,000 likes in real time, the anchor is selling the popular hot and sour boneless chicken feet, "9.9 yuan for 200 grams, free shipping".
When the reporter asked whether he had a production license or business license, the other party replied "yes" and showed it to the reporter.
In the comment area that can be scrolled in real time in the lower left corner of the video, some consumers commented that the chicken feet they received had a fishy smell, and they suspected that the merchant would cut off the rotten chicken feet before selling them.
"If there are problems such as 'three no' products, false propaganda, and even the anchor selling dog meat, according to the consumer rights protection law, product quality law, e-commerce law and other laws and regulations, food producers, sellers, etc. Providers and e-commerce operators shall bear the responsibility for the quality of products and services. Therefore, product producers, sellers, online live broadcast platforms, and live broadcasters carrying live goods shall bear the corresponding joint and several liability for compensation or supplementary compensation. responsibility," said Pi Jianlong, director of Beijing Jintai Law Firm.
Multi-pronged approach to strengthen supervision
Ensure the safety of circulation links
Food safety is no small matter.
In recent years, in order to better regulate the delivery of live food, the relevant departments have been working hard to tighten the safety fence.
In terms of governance, starting from July 2020, procuratorial organs across the country have launched a three-year special supervision activity of "Public Interest Litigation to Protect a Better Life", focusing on supervising new online sales formats such as "Internet celebrity endorsement" and "live broadcast delivery" involving food. security breach.
In terms of management, in response to problems arising from online live broadcasts, from platform filing and licensing to anchor real-name system certification, from establishing a live broadcast content review system to fulfilling content log information retention requirements, from establishing a credit rating management system to a blacklist management system, a series of regulatory and The system of norms, self-discipline and heteronomy is constantly improving.
In March 2022, the Supreme People's Court issued the "Regulations on Several Issues Concerning the Application of Law in the Trial of Online Consumption Dispute Cases (I)", which made decisions on the rights and obligations of online consumption contracts, the identification of responsible subjects, the civil liability for live broadcast marketing, and the civil liability for takeaway catering. In the same month, the State Administration of Taxation, the State Administration for Market Regulation and other departments jointly formulated the "Opinions on Further Regulating the Profitable Behavior of Online Live Broadcasting and Promoting the Healthy Development of the Industry", and made corresponding principled regulations on the chaos of false propaganda, inducing consumers, and illegal drainage.
In the face of intensively introduced regulations and policies, why are there still many anchors and operators of live broadcast rooms taking risks, and chaos occurs frequently?
A number of experts interviewed by reporters pointed out that, on the one hand, online food sales platform suppliers and complaint management are still not perfect. Except for a few large third-party online food trading platforms, more and more self-media public accounts have joined online food sales. However, it is often difficult for such channels to be equipped with full-time food safety management agencies and professionals. Supplier access is mainly based on document audits. On-site audits are difficult to carry out or just a mere formality. The requirements for blacklist withdrawal and publicity, food safety self-inspection, and handling of food safety complaints and reports were poorly implemented.
On the other hand, due to the low threshold for food entry into the Internet, insufficient quality and safety guarantee measures for homemade and self-sold food, random labeling of production date and shelf life, frequent false or exaggerated function promotion of ordinary food, individual dispersion and information asymmetry lead to Government regulation and consumer claims are difficult.
"Illegal food live streaming has the characteristics of many points, wide area, frequent occurrence, etc. The operating entities have the characteristics of diversity, chain length, mixing, etc., and the operating behavior has the selling points such as emotionality and low price, and consumers have many, impulsive, weak, etc. Weaknesses, electronic evidence has difficulties in discovery, fixation, and evidence collection, while consumer rights protection has pain points such as awareness, evidence, and ability. A combination of factors has led to the intractable chaos of live food delivery.” Hu Gang, deputy secretary-general of the Legal Work Committee of the Internet Society of China Say.
The interviewed experts suggested that in order to solve the food health and safety problems caused by the new online marketing method, the first thing to do is to regulate this new marketing method, that is, to bring goods through live broadcasts; secondly, it is necessary to strengthen the standards of online food business platforms and individuals. Entry review and filing, strengthen the main responsibility of online third-party platforms for online food safety, increase online inspections and product sampling frequency for online food operators, and promote the integrated and coordinated development of traditional food operations and online food operations.
Pi Jianlong suggested that the laws and regulations should be further improved, and the obligations and responsibilities of the content management, personnel management, and consumer protection of the live broadcast platform should be clarified. When a product quality problem occurs, the live broadcast platform that fails to fulfill the relevant obligations shall bear joint or supplementary liability for compensation. ; Improve access standards, improve the integrity evaluation mechanism; improve the content review mechanism, standardize their own platform payment and order tracking systems, and constrain merchants to establish a complete after-sales mechanism.
From the perspective of governance, Pi Jianlong believes that it is necessary to give full play to the role of the market supervision department to supervise advertising, product and service quality, after-sales service and other behaviors that infringe on consumer rights; Acts shall be investigated and punished in a timely manner.
"It is recommended to coordinate multiple departments to implement comprehensive governance in an all-round way." Hu Gang said, strengthen communication and coordination between departments such as Internet information, public security, and market supervision, and comprehensively use flexible measures such as administrative guidance and administrative interviews and rigid measures such as administrative investigation and administrative punishment. , to treat both the symptoms and the root causes; give play to the role of industry associations, and issue industry self-discipline norms and industry standards in a timely manner; consolidate platform corporate responsibilities, guide and urge platform companies to take the lead in setting an example; give full play to the power of consumer associations and implement public interest litigation governance.
Pan Helin, co-director of the Digital Economy and Financial Innovation Research Center of Zhejiang University International Business School, put forward suggestions from the consumer level: dredging the channels for consumer complaints, reducing the difficulty of reporting and claiming for consumers due to the complex evidence of online food sellers, Consumers are encouraged to question product quality and safety in a timely manner, and to discover food safety risks in a timely manner.
"No matter how trendy sales channels and methods are, the emphasis on food safety cannot be reduced. Live delivery of goods cannot be discounted in terms of food safety, and long-term development can only be achieved by adhering to the bottom line of the rule of law." Pan Helin said.
(Ge Yue and Xu Qiang are pseudonyms in the text)
Comics/Li Xiaojun