Standard points out that the marketing subject of network live broadcast shall not make up or tamper with the transaction data and user evaluation by means of flow fraud such as swiping orders and speculation letters.
Before that, there were many cases of merchants being trapped. According to media reports, a business spent 250000 yuan to find a live pit. During the live broadcast, there were a lot of online people, but it ended up with a dismal sale of 50 orders, and there was a partial refund the next day.
The Chinese Consumer Association also named Luo Yonghao and Gome. Through price comparison, it was found that Luo Yonghaos team sold a recording pen of 2448 yuan in the live broadcast, which was only 2398 yuan in other e-commerce platforms; Gome did not deliver the goods with the products, and finally gave a refund directly.
Chart: the anchor sells goods in the store through live broadcast online. Photo by Han Suyuan, a reporter from China News Agency
No false publicity and illegal use of extreme words are allowed
According to the Circular of the Chinese Consumer Association, during the 618 period this year, some anchors, especially star anchors, were suspected of illegal publicity problems such as promoting product efficacy or using extreme words in the process of live delivery.
In this regard, the code has made a regulation on the publicity of live broadcast with goods. It is not allowed to conduct false or misleading commercial publicity to deceive or mislead consumers; it is not allowed to smoke or publicize tobacco products (including electronic cigarettes) in live broadcast activities in disguise.
It is worth noting that the code also points out that commercial advertisements published in live network marketing should strictly abide by the provisions of the advertising law of the peoples Republic of China.
Reporter observation found that at present, many live advertising pages with goods or short videos do not mark the word advertising. At first glance, its content, but actually its propaganda. The head portrait also shows live broadcast. If you click in, you will be carrying goods live. Moreover, the content of short video is basically consistent with that of live broadcast.
Chart: the anchor is eating. Photo source: Taobao live
All three parties are responsible for protecting the rights and interests of consumers
It turns out that many consumers will fall into the three regardless zone after buying the goods in the live broadcast. The anchor, the live broadcast platform and the merchants play ball with each other. How to protect the legitimate rights and interests of consumers in the after-sales aspect.
The network broadcast marketing platform should establish the service agreement and rules of the main body, and clarify the rights and obligations of the network live marketing behavior norms, consumer rights and interests protection, intellectual property protection and other aspects.
According to a survey report recently released by the Beijing Consumer Association, 49.12% of respondents believe that platforms, anchors and businesses should be responsible for the live delivery of goods, and each should bear corresponding responsibilities. However, in reality, due to the difficulty of complaint, a small number of consumers admit themselves to be unlucky when their legitimate rights and interests are damaged.
Photo: a worker makes dumplings with spicy stuffing live. Photo by Yang Huafeng, a reporter from China News Agency
u2014u2014There may be three live delivery specifications in July
According to the China Advertising Association, the code of conduct for online live marketing activities is strongly supported by relevant units of the State Administration of market supervision and the China Consumer Association, and will come into force on July 1, 2020.
Due to the lag of supervision, there is no threshold for the industry, and the quality of the anchor is uneven, which results in the flooding of the network with three vulgar contents, the popularity of false exaggeration, the proliferation of fake three non products, and the difficulty in ensuring after-sales service. Han Liangchen, vice president of the media purchasing Committee of the China Federation of Commerce and industry, said that with the implementation of the standards, there will be rules and evidence to follow in the future. (end)
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