top anchors should set an example to make live streaming sales return to the essence of integrity | let’s talk about it
2024-09-10
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cover news reporter chen yanfei
on september 9, anti-counterfeiting expert wang hai released a video saying that the "xian duo yu" fake original cut beef rolls promoted by crazy brother yang had been fined 500,000 yuan by the wuhan qingshan district market supervision administration, and 42,000 consumers had been deceived. just a week ago, crazy brother yang had attracted the attention of netizens for not being punished for the "bad meat incident."
top anchors have repeatedly failed to sell products, and although some anchors will take the initiative to refund problematic products, this painless remedy is obviously difficult to convince the public compared to the high promotion fees, and the regulation and supervision of the live streaming sales model has once again entered people's field of vision. the most critical issue is how to make the anchors bear due responsibilities when there are quality problems with the product, in addition to "blaming" the manufacturer.
on july 1, my country's "regulations on the implementation of the consumer protection law" was officially implemented. article 14 of the regulations stipulates: "if an operator provides goods or services through online live streaming or other means, it shall perform relevant obligations for consumer rights protection in accordance with the law. operators of live streaming marketing platforms shall establish and improve consumer rights protection systems and clarify consumer dispute resolution mechanisms." this means that if the live streaming platform, live streaming anchors, and merchants "pass the buck", the live streaming marketing platform, live streaming room operators, and live streaming marketing personnel all have consumer rights protection obligations.
in addition, the "internet live streaming marketing management measures (trial)" jointly issued by the cyberspace administration of china and seven other departments also clearly prohibits live streaming room operators and live streaming marketing personnel from publishing false or misleading information to deceive or mislead users, as well as fabricating or tampering with transactions, attention and other data traffic.
laws and regulations are only a "safety net". currently, the online and real-time nature of online live streaming sales are still the main factors that make supervision and rights protection difficult. it is difficult to obtain evidence without recording the screen after the live broadcast, and most anchors will use vague words to evade supervision.
in fact, the reason why live streaming sales has been able to emerge and develop rapidly is that consumers are willing to trust the hosts’ promise to carefully select and try out products, and are willing to reduce the time and energy costs of selecting products through the hosts, the “third party” between consumers and producers. once the chain of trust is broken, live streaming sales will lose its original charm.
therefore, in addition to the regulation and supervision of the live broadcast industry, the big anchors should set an example, take the initiative to shoulder the banner of industry self-discipline, dare to act and take responsibility, and actively protect the rights and interests of consumers. only by cherishing their own reputation can they gain more trust and favor from consumers.
