Peninsula All-Media Reporter Wang Yuan
On January 25, the Qingdao Municipal Market Supervision and Administration Bureau disclosed a case of false promotion of goods by an Internet celebrity during a live broadcast. In the case, the parties in the case faked the effect of self-heating rice as a side dish in the live broadcast room, and falsely claimed that the rice used It is authentic Wuchang rice, deceiving consumers into buying it, and the sales amount is as high as 916,000 yuan. Qingdao Market Supervision Bureau conducted a severe investigation and punishment of Internet celebrity stores, exposed their "three crimes" and imposed a fine of 250,000 yuan.
In the case-handling video provided by Qingdao Market Supervision and Management, it can be clearly seen that in the Internet celebrity live broadcast room, the enthusiasm for selling self-heating rice was high. One box is not enough for eight boxes, and eight boxes is not enough for twelve boxes." The quantity was finally increased to 16 boxes per order. The assistant broadcaster stacked 16 boxes of self-heating rice high, and the staff opened the boxes on site to try them out.
The self-heating rice in 6 flavors including curry chicken, Cantonese sausage, and Taiwanese braised pork in the camera. Each box is full of ingredients and large in quantity, almost overflowing the bowl. The side dishes look "colorful, flavorful," and "like a feast." ". While tasting, the anchor introduced that the rice here is all authentic Wuchang rice, and the "fresh and delicious" performance was vividly displayed.
"This is how delicious food tastes in reality." After heating the self-heating rice sold in the live broadcast room, city market supervision and law enforcement officers found that there was only a small package of side dishes. When mixed with the rice, not only the color was dim, but the quantity was also There was only half a bowl, which was very different from the "feast" during the live broadcast. Netizens exclaimed: It is worse than "leftover rice".
Based on clues, law enforcement officers from the Qingdao Municipal Market Supervision Bureau inspected the studio of the party located in a community in Qingdao. He Fei, deputy director of the Command Center of the Comprehensive Administrative Law Enforcement Detachment of the Municipal Market Supervision Bureau, said that after investigation, the Internet celebrity store had three illegal acts. One was to fabricate the increase in quantity and price reduction of the set meal, and the other was to forge the side dishes of self-heating rice. The third is to falsely promote the rice in self-heating rice as Northeast Wuchang rice to deceive and mislead consumers into purchasing.
The investigation results showed that the online celebrity store completed more than 13,000 orders during the live broadcast, with a sales amount of 916,000 yuan and a commission of 238,000 yuan. In accordance with the provisions of the Anti-Unfair Competition Law, the Qingdao Municipal Market Supervision Bureau imposed an administrative penalty of 250,000 yuan on the party concerned. This case was selected as a typical case of the "Iron Fist" operation of the Shandong Provincial Market Supervision Bureau in the investigation and handling of people's livelihood cases in 2023.
Explain the law with examples: Live broadcast shopping has deep routines, so you can consume rationally and avoid “pitfalls”
The Spring Festival is approaching, and it’s time for the general public to buy new year’s goods. At this time, the live broadcast rooms of major platforms have also launched wave after wave of preferential benefits, and the tricks are endless and dazzling. The Internet celebrity anchor in front of the screen kept shouting "three, two, one, get on the link", which made people feel excited. After "getting on the bus" happily, they found that the consumption experience was poor, and they even suspected of being harvested by "routines". The market supervision department of Qingdao City pays close attention to this and continues to carry out the "Iron Fist" operation to investigate and handle cases in the field of people's livelihood. It maintains a high-pressure law enforcement posture against false propaganda, fraud, fabricated plots, routine promotions and other behaviors, and fully protects the legitimate rights and interests of consumers and promotes The industry develops healthily.
The market supervision department reminded that live broadcast shopping “needs to be cautious”. When choosing the live broadcast method for shopping, you should carefully select the trading platform and operating entity, carefully check the operator's publicity and business license on the live broadcast platform, and place orders through the platform link. Consumers can check the merchant’s complaint information on the national 12315 consumer complaint information disclosure platform. If the platform does not publish the operator’s business license, it is recommended not to purchase its goods or services.
Place orders calmly and “don’t follow the trend”. The immediacy and interactive nature of live streaming can easily lead to impulsive consumption and follow-up consumption. Consumers should carefully screen advertisements and not be misled by advertisements for obviously low-priced products. It is recommended that consumers should clearly understand the source, function, quality, effect and price of the products recommended by the anchor before placing an order, understand the real information about the products, stay rational, and do not blindly follow the trend of buying.
Low price promotion "don't be impulsive".When watching live shopping, don’t be dazzled by words such as “offers”, “discounts”, “cheap” and “cash back” promoted by the anchors. It is necessary to pay attention to price changes in advance, understand the market price of goods, and avoid falling into routines such as false decreases and real increases, using promotions to clear inventory, and direct reductions in advance deposits. Don’t be dazzled by promotional methods such as flash sales, profit sharing, and red envelopes. It is necessary to clearly distinguish between "deposit" and "deposit". Generally speaking, once the deposit is paid, it is non-refundable.
Keep the certificate "good for rights protection". Consumers should carefully understand the merchant's service rules such as "seven-day no-reason returns" and "three guarantees" before shopping. After shopping, they should keep relevant evidence such as live broadcast videos, chat records, payment vouchers, etc., and contact the merchant in a timely manner if they encounter any problems. The platform negotiates and resolves the issue. If the negotiation fails, you can call 12315 where the merchant and platform are located to make a complaint, or go to the national 12315 platform to complain online to safeguard your legitimate rights and interests in accordance with the law.
