The China Advertising Association will issue standards for the selection of products for
live webcasts The lack of strict product selection control has caused the frequency of live broadcast marketing to "turn over
Reporter from this newspaper Zhang Wei "In response to one of the main reasons for the problems in live web marketing, that is, product selection is not strictly controlled, we are drafting the selection criteria and will officially release them in the near future." Zhang Guohua, president of the China Advertising Association, recently revealed.
Zhang Guohua said that in June last year, in response to the new thing of webcasting, the China Advertising Association, as an industry organization, issued the "Code of Conduct for Webcasting Marketing", which clearly prohibits fraudulent transactions such as order brushing and letter speculation, as well as falsification of transaction data, user reviews, etc. In order to deceive or mislead consumers, businesses must not publish false propaganda about products and services.
"The purpose of the announcement is twofold, one is to protect consumers, and the other is to protect this industry, so that this industry can go further and develop healthier."
Further standardizing the online live broadcast marketing behavior is obviously a top priority in the protection of consumer rights and interests.
Dong Zhuli, Deputy Secretary-General of the China Consumers Association, said that this year the China Consumers Association will focus on the theme of "Guarding Safety and Smooth Consumption" to carry out various work, including strengthening the supervision of emerging consumer formats and consumption patterns, paying attention to live streaming, community group buying, Long-term rental of apartments, shared consumption, online education and training, and other emerging consumption formats and consumption models, intensify the supervision of illegal and untrustworthy behaviors, bad business practices and other issues that infringe on the personal and property safety of consumers, and promote business integrity management.
At the 2021 annual commemoration of the “March 15” International Consumer Rights Day symposium held not long ago, Li Jiaqi, a partner and well-known anchor of American Watch, said frankly that as the pioneer of e-commerce live broadcast, after stepping on countless pits, " We have a deeper understanding of the strength, methods and methods to protect the rights and interests of consumers in the live broadcast room."
Li Jiaqi said: “We believe that protecting the rights and interests of consumers in the live broadcast room is divided into two parts, one is pre-circumvention, and the other is the back cover. The so-called pre-circumvention is to try to avoid possible existence before the live broadcast that will cause damage to consumption. The rights and interests of the users. The first is to ensure the quality of the goods. We currently only cooperate with the official flagship store of the brand, which to a certain extent avoids counterfeiting. The second is to ensure the compliance and legality of the live content. The live broadcast room We strictly follow the relevant laws and regulations to verify the products and speech. First, we have a special clause in the contract we signed with the merchant before the live broadcast, requiring the merchant to open green customer service for consumers in Li Jiaqi's live broadcast room. Channels in order to actively respond to consumer demands. Second, once the merchant’s customer service does not respond in time, you can contact the customer service of Li Jiaqi’s live broadcast room, and we will assist consumers to communicate with the brand to deal with after-sales problems. Third, once a large-scale after-sale problem occurs , We will communicate with the brand Fang Jianqun as soon as possible, and actively respond to after-sales problems."