False propaganda, misleading prices, vulgar words and deeds, failure to publicize license information in accordance with regulations, and no obvious reminder of the risks of private transactions……
On October 29, the Beijing Consumers Association and Hebei Consumer Rights Protection Committee jointly issuedThe results of the live-streaming consumer experience survey.
Based on the results of the previous questionnaire survey and consumer complaints, Taobao, Tmall,Jingdong, Pinduoduo,Suning10 e-commerce platforms including Vipshop, Douyin, Kuaishou, Xiaohongshu, and Weibo were surveyed;
Each platform randomly conducts 8 live broadcast consumer experiences with goods, and completes 80 experience samples. At the same time, 10 internet celebrities with goods were selected as the survey subjects, and each internet celebrity star’s live broadcast room conducted two live broadcast consumption experiences, and 20 experience samples were completed.
Experience investigators, as consumers, conduct the entire consumption experience of the information announcement, transaction links, logistics services and after-sales service during the live delivery process, and conduct statistical analysis on 100 experience survey samples, and finally form a survey report.
☞ 33 suspected violations of laws and regulations
Among the 100 live streaming experience samples, 33 were suspected of violations of laws and regulations. in:
■ Taobao“Slimming Queen Jeong Da Yeon”17 samples including the live broadcast room were suspected of false and exaggerated publicity;
■ Kuaishou“Dandan No. 22 Summer Explosive Special”Five samples including the live broadcast room were suspected of vulgar words and deeds;
■ Douyin“Director Han Zhao (Brother Tiaozi)”Two samples including the live broadcast room were suspected of misleading prices;
■ Pinduoduo“Qianchentang helps high physical store”13 samples including physical stores corresponding to the live broadcast room were suspected of failing to publicize license information in accordance with regulations;
■ Suning.com“Eastern Vocational College Live Broadcasting Little Junior Sister”Two samples including the live broadcast room did not implement the “7 days no reason to return” regulations;
■ Some samples of three platforms including Vipshop are suspected of not prompting the risks of private transactions in a significant way.
Survey results and main issues
① Suspected of false and exaggerated propaganda in the live broadcast room with the goods
Among the 100 live streaming samples in this experience survey, there are17 samplesSuspected of false propaganda. Among them, there are 7 Taobao platforms, 5 Pinduoduo platforms, 3 JD platforms, 1 Douyin platform and 1 Xiaohongshu platform.
“main problem:The anchor or other staff in the live broadcast room use methods such as falsely exaggerating the effectiveness of the product and using extreme words to induce consumers to place an order, which is suspected of infringing on the consumer’s right to know and to choose.
■ Experience personnel in Taobao“Slimming Queen Jeong Da Yeon”I saw in the live broadcast 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, manage your belly, and goDehumidificationgas”;
▲Taobao “Slimming Queen Zheng Duoyan” live room and webpage screenshots
■ Experiencers in Pinduoduo“Qianchentang helps high physical store”In the live broadcast room, when the anchor introduced a Lego Cuijian heightening sticker, he declared that “two treatments are 5-15 cm long, the minimum guarantee length is 5cm, and no one grows to 5cm is fully refunded”; “It works for 8 to 48 years old.” .
▲Screenshots of the live room and webpage of Pinduoduo’s “Qianchentang Zhugao Entity Store”
② The anchor is suspected of having vulgar words and deeds during the live broadcast
Among the 100 live streaming delivery platform samples in this experience survey, there are5 samplesSuspected of vulgar words and deeds. Among them, there are 2 Kuaishou platforms, 2 Taobao platforms, and 1 Douyin platform.
“The “Administrative Measures for Online Live Marketing (Trial)” clearly stipulates that operators of live broadcast rooms and live broadcast marketers who engage in online live marketing activities shall abide by laws, regulations and relevant national regulations, follow social public order and good customs, and shall not harass, slander, abuse or intimidate others .
Taobao“Star Makeup Artist DD”, Taobao“Mei Niang-Mei San Dao”,quick worker“Dandan No. 22 Summer Explosive Special”,Tik Tok“A silly shop window”Suspected of vulgar words and deeds in the live broadcast room.
▲Taobao “Mei Niang-Mei San Dao” live room screenshot
▲ Screenshot of the live broadcast of Douyin’s “Silly Show Window”
③ A small number of live broadcasts with goods anchors or merchants are suspected of misleading prices
This experience survey found that some anchors used price comparisons with other platforms to induce consumers to purchase the products recommended by their live broadcast rooms during the live broadcast process, suspected of violating the relevant provisions of the “Price Law” and using misleading price methods to lure consumers .
Experience staff in Douyin“Director Han Zhao (Brother Tiaozi)”Purchase a box of Jinliufu Mianya 8 Luzhou-flavor 42% liquor (500ML*6 bottles) in the live broadcast room. When the anchor recommended this liquor in the live broadcast room, the staff deliberately showed to the camera that the price of this box of wine on the JD platform was 1,429 yuan. The anchor claimed to sell it at 1429 yuan on JD.com and 298 yuan in his live broadcast room. The experience personnel survey found that the cost price of this wine is about40 multiple bottles, That is to sayAbout 240 yuan-300 yuan per box. However, some dealers have stores on JD.com, and they deliberately put a high price on JD.com, boast about how good this wine is, and then sell the wine they distribute at a discount.
▲ Screenshots of the live broadcast of Douyin “Director Han Zhao (Tiao Zige)” and JD product information
④ The merchants who carried the goods on the live broadcast did not publicize the license information according to the regulations
Of the 100 live-streaming samples in this experience survey, 13 samples failed to publicize license information in accordance with the “E-Commerce Law” and the “Internet Transaction Supervision and Administration Measures” and other relevant regulations. Among them, there are 5 on Taobao, 3 on Kuaishou, 3 on Weibo, 1 each on Pinduoduo and Xiaohongshu.
Taobao“Chinese-Russian mixed-blood daughter”“AQUILEA Overseas Flagship Store” corresponding to the live broadcast room, Pinduoduo“Qianchentang helps high physical store”“Qianchentang Zhugao physical store” corresponding to the live broadcast room, Xiaohongshu“It’s Xia Shiwen”“Xia Shiwen SHWIN” store corresponding to the live broadcast room, Weibo“Masisi masisi”The 13 live broadcast stores, including the “Masisi masisi fat plus size” store corresponding to the live broadcast room, did not publish the license information. In addition, although some stores have marked the description of the main body of the unpublished information, they did not disclose the type of business activities that may not disclose the license information.
▲Taobao “Sino-Russian Mixed Nuns” live room screenshots
▲ Screenshot of the live broadcast room and webpage of Xiaohongshu “It’s Xia Shiwen”
⑤ A small number of live streaming platforms do not significantly prompt risks such as private transactions
Among the 10 e-commerce platforms surveyed in this experience, Suning.com, Vipshop and Weibo3 pcsIn the multiple experience samples of the platform, the experience personnel have not seen the risk of behaviors such as private transactions outside the platform in a significant way.
“The “Administrative Measures for Online Live Marketing (Trial)” stipulate that live marketing platforms should establish a sound risk identification model, and take measures such as pop-up prompts, violation warnings, traffic restrictions, and suspension of live broadcasts for high-risk marketing activities suspected of violations of laws and regulations. Live marketing The platform should alert users to the risks of private transactions outside the platform in a prominent way.
⑥ The implementation of the “seven-day return without reason” regulations for live delivery of goods is well implemented
Among the 100 commodity live streaming samples in this experience survey, most of the products support “7 days no reason to return” and can be returned in accordance with relevant regulations. Only a few products do not support “7 days no reason to return.” “Or not implement the “7 days no reason to return” regulations.
Experience personnel at Suning.com“Eastern Vocational College Live Broadcasting Little Junior Sister”For the wireless bluetooth headset purchased in the live broadcast room, the product page shows that it supports “7 days no reason to return”, but it was rejected by the other party when experiencing the return. Experience staff in Jingdong“Yasu Flagship Store”Orlistat weight loss capsules purchased in the live broadcast room, the product page shows that it does not support “7 days no reason to return.”
▲Screenshots of the live room and webpage of Suning Tesco’s “Eastern Vocational College Live Little Junior Sister”
Internet celebrities live with goods
Survey results and main issues
In this experience survey, among the 20 samples of the live broadcast of Internet celebrities, there are5The sample has a problem of poor consumer experience.
① Some Internet celebrities are suspected of having vulgar words and deeds in the process of bringing goods
Experience staff in Kuaishou“Dandan No. 22 Summer Explosive Special”During the live shopping experience, in order to show the elasticity of the trousers, the staff on both sides vigorously pulled the trousers on the people who tried on them. After the problem was discovered on the Kuaishou platform, the live broadcast was immediately stopped, and the screen prompts “vulgar words and deeds, performances, punishments or stickers. The anchor is rectifying, please wait patiently”.
▲A screenshot of the live room of Kuaishou “Dandan No. 22 Summer Hot Products”
② Some online celebrity stores with goods are suspected of failing to publicize license information in accordance with regulations
For example, when experience personnel experienced shopping in live broadcast rooms such as Taobao “Lieerbao”, Taobao “Chen Jiekiki”, and Kuaishou “Dangdan 6.16 Finale•Designer Clothing Special”, there were cases where they did not see the store’s publicized license information.
▲Taobao “Lieerbao” live room and webpage screenshots
▲Taobao “Chen Jie kiki” live room and webpage screenshots
Combined with the situation of this investigation
Beijing Consumers Association and Hebei Consumer Protection Committee
Make the following suggestions
1:Relevant live broadcast delivery operators must operate in good faith and abide by the law
E-commerce platform enterpriseIt is necessary to strictly follow relevant laws, regulations and policy requirements, improve its own audit and daily management measures, in a significant way to warn of behavioral risks such as private transactions outside the platform, urge merchants on the platform to publicize license information in accordance with relevant laws and regulations, and unblock consumer rights protection channels and strengthen After-sales service system construction;
Cargo anchorDuring the live broadcast, it is necessary to strictly abide by the national laws and regulations and relevant regulations, not to make false exaggeration and misleading publicity, to follow the public order and good customs of the society, and to carry out live broadcast activities with politeness and politeness;
Related businessesIt is necessary to publicize licenses and relevant business qualification information in accordance with regulations, and provide consumers with true, comprehensive and accurate product information and quality products and services.
2:Relevant departments must strengthen supervision of the live broadcast format
The first is to clarify and compact the responsibilities of the platform. All platforms that provide online business venues, transaction matching, and information release services for live broadcast merchants, especially platforms that have enabled entry functions, must perform the responsibilities of e-commerce platform operators;
Secondly, we must seize key supervision objects such as celebrities and Internet celebrities, and let them bear the responsibilities that are compatible with the traffic;
In addition, to strengthen coordinated supervision, different departments must establish a multi-party collaborative governance mechanism, clarify their respective regulatory functions, organize a strong regulatory network, and form a regulatory force to ensure that supervision does not leave dead ends. Increase the exposure of illegal and illegal live-carrying activities, and put it on the credit blacklist according to the severity of the infringement.
3:Consumers need to raise awareness of self-protection
When choosing the live streaming mode to consume, you must first check the business information publicized by the live streaming platform to see if it has a business license. If the platform does not publicize the business license, it is recommended to try not to buy its goods or services, especially if you do not listen to the host’s guidance. private trade.
Secondly, don’t trust the anchor’s product efficacy promotion and ultra-low price promises, and consume rationally according to your actual needs;
In addition, it is necessary to keep good evidence such as live video, chat records, payment vouchers, etc., and contact the merchant and the platform to negotiate and solve problems in time. If the negotiation fails, you can file a complaint with the local consumer association or the administrative supervision department, or you can apply for arbitration or file a lawsuit in the court to protect your legitimate rights and interests in accordance with the law.