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Economic Daily Review: Network live room is not a place outside the law

via:凤凰网     time:2022/7/27 8:01:09     readed:88

Recently, when an online anchor suspected of selling a variety of fake international brand clothing was taking the goods, it was interrupted by the Shanghai police, and the live broadcast room changed the arrest scene.The live broadcast room is not a place outside the lawIt is necessary to further strengthen online live marketing supervision, crack down on illegal acts of fake and shoddy goods, and promote the healthy development of the live broadcast economy.

At present, webcasting and online marketing are booming. The promotion of anchors has an important impact on consumer purchase decisions. However, in webcast marketing, illegal publicity, the release of false publicity, the release of false illegal advertisements, and the sale of counterfeit and inferior products occur from time to time. In 2021, the national market supervision department accepted 123,000 new consumer complaints, of which 83.7%of the live broadcast and goods accounted for 83.7%.

In this regard, relevant departments have taken special actions to rectify. For example, the Zhejiang Provincial Market Supervision Bureau recently announced the first typical cases of online live marketing illegal acts.From the case, some anchors arbitrarily exaggerate the facts and some businesses are suspected of selling counterfeit brand products.

The reason for the frequent illegal behavior of online live marketing is that the first is that the legal awareness is weak, the anchor brings the goods to "fly self", and it is often easy to step on the legal red line. Second, the implementation of legal norms is not in place, and it needs to be further improved regulatory efforts. Third, there are shortcomings on platform management, and the main behavior of the main body of the live broadcast room is not enough.

The "Provisions on Several Issues of the Supreme People's Court on the Application of Laws on the Application of Cases of Online Consumption Disputes (1)" shall stipulate the commercial online live marketing marketing. A series of institutional measures have also been launched in various places to increase the supervision of law enforcement. For example, the newly released "Guidelines for the Compliance of Shanghai Online Live Marketing Activities", for issues such as the existence of ordering letter, false publicity, and "minimum price agreement" in online live marketing activities, clarify the live marketing platform and platform Internal operators, live broadcast operators, anchors, anchor service agencies, etc. are responsible for the responsibility and obligations in online live marketing activities.

The live broadcast room cannot be a fake distribution center. For merchants, we must adhere to the bottom line of legal operation. For online anchors, in addition to compliant integrity sales, we must also improve comprehensive capabilities and provide consumers with more scientific and credible decision -making references for consumers. (Source of this article: Economic Daily Author: Li Wanxiang)

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