Many consumers like to spend money in live broadcast, on the one hand, because live broadcast can better display the characteristics of products compared with traditional static product introduction pages, and can also interact with anchors to learn more about the characteristics of products. More importantly, because live broadcast will create a "big discount", consumers will feel that they can buy goods at a lower price, and if they buy them, they will earn money.
However, like traditional e-commerce, live e-commerce also has problems of product quality and false propaganda. 20 19 a head e-commerce anchor "overturned", and a brand of non-stick pan recommended by him got stuck during the live broadcast of fried eggs. Some netizens also reported that the things they bought in some live broadcasts were different from those introduced by the anchor. According to the report of China Consumers Association, when e-commerce shops live, there are still cases where customer service or operators cannot be found when defending rights.
The scale of live e-commerce is getting bigger and bigger, and it needs to be regulated more and more. The first thing to be clear is the role of anchors in e-commerce. Does the anchor bring goods, sell goods as an operation or just advertise for other operations? Different roles mean that the anchor has different legal status in commodity trading, so different laws should be applied to supervise it.
Some e-commerce anchors promote their products in the live broadcast. Judging from the product link points in the live broadcast room, they are the anchor's own online shop. In this case, e-commerce live broadcast is just like offline merchants shouting at the door of their own stores. The anchor is the operator of the goods. To bear legal responsibility, commodity operators need to be directly responsible for the authenticity of commodity information and the quality of commodities, and are also directly responsible for the after-sales service of commodities.
Some anchors, especially network celebrity anchors, mainly introduce other merchants' goods in the live broadcast, bring goods for other merchants and earn commissions. In such a scenario, the anchor can be regarded as advertising for businesses and needs to bear corresponding responsibilities according to the provisions of the Advertising Law. In advertising law, there are different roles such as advertising operators/publishers/spokespersons. Generally speaking, the anchor is both an advertisement publisher and an advertisement spokesperson. According to the advertising law, advertisers who publish false advertisements to deceive and mislead consumers and harm consumers' rights and interests generally bear civil liability. However, advertising agents, publishers or spokespersons also have certain responsibilities to ensure the authenticity of advertisements. If an advertisement is published or recommended knowing that it is false, it shall be jointly and severally liable with the advertiser. For advertising spokespersons, the advertising law also clearly stipulates that you can't recommend products you haven't used or services you haven't received. However, in the live broadcast of e-commerce, anchors recommend products that they have never used before, and they are everywhere.
Standardize live e-commerce, and market supervision departments should act in time. Whether the anchor is the operator or the spokesman of the advertisement publisher, his behavior is within the supervision of the market supervision department. Network platforms should also bear corresponding responsibilities. The live broadcast platform should strengthen the supervision of the live broadcast content, save the live broadcast for future reference, and ensure that the original evidence can be found if the anchor has false statements misleading consumers in the live broadcast. The e-commerce platform should also strengthen the supervision of online stores on the platform. When the anchor brings the goods, there must always be an online store that actually sells the goods to complete the transaction. No matter where the consumer traffic comes from, online stores, as commodity operators, should be directly responsible for the quality of goods. If there is a problem with the goods, the online store must be responsible for it.