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recently, a certain top anchor has frequently "turned over" in live streaming, which has attracted attention. in recent years, many "internet celebrities" and film and television stars have joined the ranks of live streaming. as the live streaming e-commerce market has skyrocketed from 10 billion yuan in 2017 to tens of trillions of yuan in 2023, many top anchors who have stood out in the fierce competition have made a lot of money by relying on slot fees and commissions. without offline middlemen to make a profit from the price difference, the top anchors and their companies have become new "middlemen" in a sense, cashing in a large amount of traffic.

the topic of "failures" of top anchors in live streaming has become a hot topic in public opinion more and more frequently. behind this is the issue of consumer rights protection, which to some extent reflects that the development of the live streaming e-commerce market is still not standardized. data shows that in the past five years, the scale of the live streaming e-commerce market has increased by 10.5 times; the increase in complaints and reports is as high as 47.1 times, which is significantly higher than traditional e-commerce. in this regard, it is necessary to strengthen supervision and promote the standardized and healthy development of live streaming e-commerce.

it is worth noting that the regulations on the implementation of the consumer protection law of the people's republic of china (hereinafter referred to as the regulations), which came into effect on july 1 this year, stipulate five aspects of online consumption, which are also applicable to live streaming. the regulations also make many regulations in view of the characteristics and prominent issues of live streaming. this will help promote the healthy and sustainable development of the live streaming e-commerce industry and better protect the rights and interests of consumers.

at the same time, we should also see that although the regulations clearly state that the platform, live broadcast room and anchor are all responsible, some anchors do not hesitate to play "word games" in order to evade responsibility, marking the product page in the live broadcast room with words such as "the seller of this product is the store to which the link belongs, not this live broadcast room". such practices lack responsibility and will not only fail to save the reputation, but will also be questioned more. in fact, the top anchors are not only recommenders of products, but often also act as sellers or marketers.

in response to relevant issues in the live broadcast e-commerce industry, it is necessary to continuously improve laws and regulations and promote judicial practice exploration. further clarifying the legal responsibilities and obligations of anchors, platforms, merchants and other parties can provide regulatory authorities with a clear basis for law enforcement, thereby strengthening supervision of the entire process of live broadcasting, forcing the industry to exercise self-discipline, and making consumers feel more at ease. top anchors have a "benchmark effect" in the industry. in addition to the regulatory authorities having made them the focus of supervision, platforms must also put management in the forefront, effectively supervise and constrain the behavior of top anchors, and establish a more stringent internal punishment mechanism.

for anchors who sell goods, they must be honest and trustworthy. when recommending goods, they must ensure the quality of the goods and the authenticity of the information, and must not mislead consumers. especially for top anchors, the greater the ability, the greater the responsibility. they must not only establish a sound risk management mechanism, but also take the initiative to assume corresponding responsibilities and be responsible to consumers to the end.

source: economic daily

process editor: u070