“Live streaming” has become a new growth point of the e-commerce platform. A microphone, a computer, and a camera, the anchor can not only attract fans to reward through live broadcasting, but also easily bring goods. However, at the same time, negative issues such as unqualified product quality and safety, false propaganda, no rights protection, tax compliance and other issues exposed by the popular live broadcasts were also coming.
During the National People ’s Congress and the National People ’s Congress this year, Yue Guojun, a representative of the National People ’s Congress, an academician of the Chinese Academy of Engineering, and the chief scientist of the National Development and Investment Group Co., Ltd., submitted the “Suggestions on Strengthening the Management of the Live Broadcasting Sales Mode” “, It is recommended that the relevant departments refine the supervision measures for live broadcast goods, and put live broadcast goods on the market supervision.
Yue Guojun sorted out the main problems in the live streaming industry in the proposal. For example, the quality problem of products sold by live streaming is becoming more and more prominent: the net red product on Douyin is 400 yuan a catty “aunt grilled shrimp” is only found after consumers buy it. Yangcheng Lake hairy crabs sold in live broadcasts watched by tens of thousands of people were also revealed that the products were not produced in Yangcheng Lake, and were frequently complained by netizens; the People ’s Daily report “Internet celebrity products, relying on traffic and quality” also pointed out that many Internet celebrities are called “walking baby artifacts” for children’s light strollers. The sampling results are 100% safe and there are cases where the merchant cannot provide quality inspection certificates; the luminous ice cubes are just built-in LED small bulbs, and if they are eaten by mistake Endanger health and so on. How to guarantee the quality of the “Internet celebrity” products and effectively prevent related security risks have become an urgent problem to be solved.
Furthermore, false propaganda and other illegal propaganda in the live broadcast of goods are frequent. A star anchor ’s first live broadcast caused quite a stir among netizens. The total number of goods sold exceeded 910,000, exceeding 110 million yuan. However, this time the live broadcast brought multiple products or companies that have been administratively punished: list their live broadcast Xinliangji spicy crayfish, the first place in the commodity sales list, had a sales of more than 13 million yuan on the same day, but the inquiry of the national enterprise credit information disclosure system found that Xinliangji Food Technology (Beijing) Co., Ltd., the operating entity of Xinliangji, had been in October 2019. On December 12, the Beijing Municipal Miyun District Market Supervision Bureau imposed a fine for publishing false advertisements containing fictitious, forged, or unverifiable scientific research results. Many netizens reported that the same product, the price of the star’s live broadcast room is much more expensive than e-commerce platforms such as Tmall, JD.com, Juju, etc., which does not meet the “lowest price of the entire network” promoted by the live broadcast room. Similar situations abound in live broadcasts, illegal endorsements of medical, pharmaceutical, medical equipment and health food, recommendations or certifications for unused products or services that have not been received, and other violations of the law that violate the Advertising Law Endlessly.
Yue Guojun also pointed out that in the live broadcast sales model, the roles of anchor and platform are unclear, and it is difficult for consumers to protect their rights. There are frequent product quality problems in live broadcasts, and false propaganda is rampant, but when consumers’ legal rights are violated, it is difficult for them to protect their rights and how. Tax compliance issues occur from time to time: the industry live income level of head-to-head live streaming with delivery stars of millions and monthly income of 10 million is already well known. Internet celebrity live broadcasts have caused tens of thousands of people to pursue it, also because of its considerable income . However, since web anchors often come from all over the country, their income sources are also more complicated, such as sales commissions, reward income, advertising income, offline commercial performance income, etc., and private transactions are also common in live broadcasts, so Although tax authorities and platforms supervise their fulfillment of their tax payment obligations through various measures, many high-income anchors “upstarts” still have unclear tax payment issues. The news of live Internet celebrities’ tax evasion and tax evasion is frequently revealed and the amount is huge. The tax regulations for emerging industries such as live streaming and delivery also need to be improved.
Accounting data from AiMedia Consulting shows that the total scale of China ’s live broadcast e-commerce industry will reach 433.8 billion yuan in 2019. It is expected that this year will be affected by the epidemic “house economy” and the market size will break 900 billion yuan. Yue Guojun said that the development of live streaming has been developing rapidly, but the emergence of the above-mentioned problems also means that the supervision system for live streaming has not been perfected, and it has not kept up with the development needs of new business models, and has accelerated the regulation of the development of live streaming It is a matter of urgency.
For this, he made four suggestions:
(1) Clarify the boundaries of responsibility of different subjects and strengthen Management of the anchor. Recommend that market supervision and other relevant regulatory authorities further clarify the definition and division of the obligations and responsibilities of relevant platforms, operators and anchors in the live streaming industry, increase the review and supervision of platforms, operators and anchors, and strengthen the live broadcast The key link of the goods-the management of the anchor, through the systematic training and guidance and the standardized evaluation mechanism, strengthen the anchor ’s professionalism and standard awareness, through the content supervision, flight inspection and other means, do a good job in the management and restraint of the anchor, improve The entry barrier for live streaming.
(2) Strengthen the supervision and management responsibility of the platform. It is recommended to further refine the supervision and management responsibilities of various platforms for the live broadcast business in the regulatory documents, the audit obligations for the operators on the platform, and the safety guarantee obligations for consumers. Make it clear that the platform must strictly follow the relevant laws, regulations and policy requirements, improve its own regulatory measures and punishment methods, actively autonomy, and strengthen the live broadcast of goods from recruitment and entry, product sampling, marketing promotion, product evaluation, violation management, after-sale security, dispute judgment Ecological governance and audit control of the entire process of the transaction, and strictly investigate and punish all kinds of popular frauds and commentsCounterfeiting and other fraudulent activities, as well as various types of induced transactions, false transactions, private transactions that circumvent security supervision, etc., and cooperate with relevant departments in supervision, inspection, investigation and evidence collection in accordance with law to protect the legitimate rights and interests of consumers.
(3) Strengthen the division and coordination of regulatory responsibilities. In view of the fact that live streaming is different from the traditional online sales model, the involved entities and legal relationships are more complex and diverse, and there are even cross-identities and overlapping legal relationships. It is recommended that each regulatory department should clearly regulate in the process of law enforcement In the division of functions, it is necessary to establish a cooperative governance mechanism, jointly weave the supervision network system, and create a safe and secure network consumption environment.
(4) Establish a social supervision system and a credit evaluation mechanism. It is recommended to establish a unified live reporting and rights protection platform for live shipments, and put live broadcasts under the effective supervision of the whole people. Live broadcasts with arbitrary exaggeration, fraud and misleading consumers should be included in the social integrity assessment system. In addition to severe economic punishment, the anchors of false propaganda for live broadcasts should also be added to the blacklist of those with serious violations and more bad information, and the market should be banned to increase the cost of illegal live broadcasts and enhance the regulatory deterrent.