In a live broadcast room selling candies, the anchor was "buried" in a pile of candies, with only his upper body exposed, and interacted with the audience while packing candies. Looking at the mountains of candies, it feels like coming to a candy house. Some curious netizens said

is a live broadcast room selling candy. The anchor is "buried" in a pile of candy, with only his upper body exposed, and interacts with the audience while packing candy. Looking at the mountains of candies, it feels like coming to a candy house. Some curious netizens said they wanted to see the panoramic view, but were immediately kicked out of the live broadcast room by the host.

In another live broadcast room, a person is sitting next to the assembly line assembling products, and others wearing work clothes are "cooperating" with this person in a decent manner. Some netizens asked in the comment area if they could watch the real scene of the factory, but were quickly banned.

A reporter from the "Rule of Law Daily" recently investigated and found that on short video platforms, e-commerce platforms and social platforms, there are many live broadcast rooms using slogans such as "factory direct delivery" and "factory live broadcast" to promote goods. The routines they use It's exactly the same - the anchor sitting in the pile of goods and the conveyor belt that continuously delivers goods create a scene of being in a factory for the audience. From snacks to daily necessities to children's toys, these "factory live broadcast rooms" cover a wide range of products, and many products have amazing sales. However, many of these live broadcast rooms are actually carefully built, and their backgrounds may be just static pictures or looped recorded videos, or virtual scenes synthesized using green screen cutout and other technologies.

Experts interviewed believe that some live broadcast rooms use slogans such as "Factory Direct" and "Ship from Source" to seize consumers' pursuit of cost-effectiveness and guide them to place orders. This may be suspected of false propaganda and infringe on consumers' rights to know and choose. , fair trading rights, etc. Relevant platforms should strengthen technical means to accurately identify and effectively deal with virtual backgrounds synthesized by AI but not clearly marked. At the same time, they should improve the credit score management system and clearly list live broadcast rooms that do not follow the principle of integrity and deliberately use AI-synthesized content to mislead consumers as credit. Points blacklist, and corresponding credit punishment measures will be implemented according to the severity of the case, such as restricting account functions, lowering credit ratings, and even permanent bans.

""Factory Direct Hair"" Comic: Gao Yue

Anchor claimed that factory direct hair

Viewers were blacklisted for asking for real scenes

Reporters randomly selected 20 live broadcast rooms claiming to be "factory direct hair" on a short video platform and discovered that these live broadcasts Similar words and scenery were used, but it was difficult to provide a realistic factory scene. Once the audience asked to show real factory scenes, they simply avoided talking or quickly changed the topic.

In a certain brand's discount men's clothing live broadcast room, an anchor repeatedly emphasized: "There are no middlemen to make profit, the price is cost-effective, and the quality is guaranteed." When a reporter asked in the barrage as a customer "Is it direct from the factory?", the anchor responded Said: "We specialize in major shopping malls and have been making men's clothing for 40 years. The prices are special. Awesome." When the reporter further asked to show the real scene of the factory, the anchor did not respond, and the customer service responded in text: "There are too many styles to show. There are real photos of each model. If you like it, take a photo."

Another one is called ". The live broadcast room of "Factory Straight Hair" uses dynamic images of meat slicers slicing in a loop. The anchor claimed that this was a "slicing machine sent directly from the factory in Hebei." When the reporter asked how to prove that it was sent directly from the factory, the anchor was silent for a moment, then skipped the question and continued to answer other barrage questions. A similar situation to

also appeared in the "XX Department Store" live broadcast room. The background of the live broadcast room is a dynamic picture of furniture products. The anchor only exposes his lower body, and the picture shows an obvious cutout effect. When the reporter asked if real factory scenes could be shown, the anchor did not respond directly, but repeatedly assured that "everything is shot in real time, what you see is what you get."

In a live broadcast room selling Dong'e donkey-hide gelatin, the anchor also advertised "factory direct delivery." In the live broadcast room, a man wearing a blue anti-bacterial suit showed an donkey-hide gelatin gift box. Next to him were three women who also wore blue anti-bacterial suits. The close-up shot was a close-up of workers cutting donkey-hide gelatin with their hands. When a reporter asked in the comment area whether he could film live scenes in the factory, the anchor did not respond. Instead, he blocked the reporter directly, and a prompt "You are currently banned" popped up in the center of the screen.

In a live broadcast room for selling sausages, an anchor sat in front of the camera to explain. There was an A4 paper taped to the white background wall behind him, which said "Factory Direct Sales".The anchor said that he was live broadcasting in a factory and the environment was not very good. When the reporter asked if he could take pictures of the factory floor, the other party refused on the grounds that it was live broadcast and it was inconvenient.

Industry insiders told reporters that the backgrounds of these live broadcast rooms are likely to be fake. The factory assembly line that users see on the screen is actually a temporary "pseudo assembly line" that looks busy but is actually the same batch of goods being tossed back and forth. , "You thought it was a live broadcast of a factory, but it was actually just a 'virtual factory' carefully built by the other party."

"The target audience of these live broadcast rooms is people with low discernment ability, such as the elderly. The information channels they receive are relatively narrow, and it is difficult to distinguish the authenticity of the live broadcast rooms. As soon as they hear 'factory direct delivery' or 'original factory delivery' "Wait, I thought the price/performance ratio was very good, so I placed the order quickly," said Cen Lin (pseudonym), who works at a live broadcast technology company.

Green screen keying or AI synthesis can create a virtual factory

How to build an assembly line? How to create a "virtual factory"? A reporter from

searched on a social platform with the keyword "live streaming of goods from factories" and found that a user posted a video guide saying that "you can set up a scene of bringing goods from the factory at home." The reporter contacted the other party as a new anchor, showed him multiple screenshots of live broadcasts with virtual backgrounds, and asked if similar training could be provided. The other party replied: "We provide this kind of software for creating scenes. When the broadcast starts, you only need to hang a green screen on a big white wall, and you can use the software to generate a realistic factory or warehouse background, which is very economical."

He also suggested: " If a newcomer is not suitable for bringing goods at the beginning, he can start by setting up live broadcast scenes or shooting videos. This track is also very profitable. As long as the account has enough fans, merchants will actively come to you, and it will become easier to take orders and bring goods. ”

introduced that there are two main models for selling goods on a certain platform. One is self-operated by the manufacturer. If the anchor has the supply and factory, he can open a store on the platform, sell the products directly and be responsible for after-sales; the other is window sales. , there is no factory anchor selling other people's products through the window, only live broadcast promotion, the merchant is responsible for delivery and after-sales, and the anchor gets a commission based on the sales volume. As long as the number of fans exceeds 1,000, the authority to bring goods can be activated. Many newcomers start from this sales agency model.

After in-depth investigation, the reporter found that building a so-called "factory live broadcast room" is not complicated. There are two main ways: first, using conveyor belts and other props to cleverly disguise it to create a false production line operation scene; second, through High-tech visual effects technologies such as green screen keying and AI synthesis construct the environmental background in the live broadcast.

The reporter entered keywords such as "live broadcast room conveyor belt display stand" and "assembly line live broadcast" on an e-commerce platform and found that there are many merchants specializing in selling special conveyor belt products for live broadcast rooms. These merchants claim that they can customize sizes according to customers' product characteristics to meet the needs of different live broadcast rooms; in terms of price, most of these conveyor belts range from a few hundred yuan to several thousand yuan. A reporter from

asked a merchant how to purchase a conveyor belt. After learning about the types of goods, the merchant quickly provided a corresponding plan: "If it is used for snack live streaming, you can order a size of 1.5 meters long and 30 centimeters wide. A single plate costs 1,500 yuan. Two decks cost 1,600 yuan.”

Some businesses also shared real-life videos of the conveyor belt display in the live broadcast room with reporters. The video shows that customers can use double-sided tape to firmly fix the goods to be displayed on the conveyor belt. When the conveyor belt is started, the goods will be displayed in a loop within a short distance, thus creating a continuous and continuous production of goods for consumers. fake scene. "Factory live broadcast" can be realized in a small room. It looks like a live broadcast on a factory assembly line, but in fact the conveyor belt is only a small section. A fill light can be placed next to it to adjust the brightness to simulate a more realistic factory assembly line scene.

A businessman introduced that the conveyor belt in his live broadcast room is an "artifact for carrying goods" and is equipped with a special motor for the live broadcast room. Unlike industrial motors, it is mainly silent. There is only normal wind noise during operation, which can provide a comfortable environment for the live broadcast room. .

In addition, reporters searched on social platforms and found that some accounts were labeled "AI live broadcast teaching plan" and "green screen teaching", claiming to help create live broadcast scenes.

reporter contacted a studio that provides technical software solutions. Mr. Zhang, the person in charge, said that the studio has three systems. The first is if the customer has experience in recording and broadcasting, it is recommended to use the 3D voice trainer system. The picture processing is not difficult and can be solved under the guidance of the staff; the second is If the customer has no experience in recording and broadcasting, it is recommended to use the basic version of the hard modification mode solution. This solution is suitable for novices, is simple and easy to learn, and has the highest cost performance. The third option is if the customer's picture requires someone to show their face and lip sync, it is recommended to use a 3D video trainer. There is a super digital man function on it.

"The software is used for unmanned, semi-unmanned and real-person live broadcasts. The above three systems can be used individually or in combination according to personal circumstances and needs. The three systems are purchased separately for about 3,500 yuan. After one purchase, they can be used for an unlimited time. Two If you purchase the software together, you can get a few hundred yuan discount," Mr. Zhang said.

When a reporter asked whether it was possible to live broadcast a simulated factory assembly line scene in the office, Mr. Zhang suggested using the basic version to solve the problem, and claimed that using the software produced by his company can achieve "one recording, unlimited generation" and "random video displacement + scaling" “Perfectly avoiding platform frame matching” and “no sense of inconsistency in the picture”.

live broadcast routines are difficult to guard against, inducing purchases and suspected fraud

In the 20 live broadcast rooms investigated by reporters that claimed to be "factory direct delivery", the anchors generally used phrases such as "there are no middlemen to make the difference". Regarding the core logic of this type of live broadcast, Cen Lin analyzed: "Consumers can only see the side shown by the anchor, and cannot verify the authenticity of the live broadcast background. With the packaging of these scenes and words, high quality and low price become even more Reasonable, because it looks like it is shipped directly from the factory. "When consumers see the description of 'factory direct delivery' without middlemen, it is easy for them to have a sense of trust," Cen Lin said. According to insiders of

, there are specific language templates for every link from starting a broadcast to retaining people, facilitating transactions, and urging orders to be placed. These routines not only attract people to stop and watch, but also promote transactions step by step. In addition, the platform's review of factory scenes is relatively loose, resulting in the existence of a large number of such live broadcast rooms. Once the traffic reaches a certain scale, the anchor can easily make profits through commissions for bringing goods.

"The closer the live broadcast room scene is to the production process, the easier it is to gain users' trust and stimulate users' desire to buy. Using production workshops, factories, orchards, countryside and other scenes can often have unexpected effects. This is part of The reason why the live broadcast room takes a different approach is to pretend that the manufacturer is selling goods in the workshop." said the above-mentioned industry insider.

According to Huang Yinxu, associate professor at the School of Law of Renmin University of China, false live broadcasts using "factory direct delivery" and "factory live broadcast" as gimmicks are suspected of infringing on consumers' rights to know, choose, and fair trade, and involve false propaganda, etc. question.

Huang Yinxu analyzed that if the purpose of building a virtual scene in the live broadcast room is to show consumers the true condition of the product, and the displayed content is consistent with the actual condition of the product, then this display method does not constitute false propaganda. However, if the virtual scene is built to conceal the true condition of the product, or deliberately exaggerates or beautifies the product to mislead consumers, then this behavior may constitute false publicity.

"The information conveyed in the live broadcast room setting can often affect consumers' purchasing decisions. If this information is false or significantly different from the actual situation, then consumers' purchasing decisions may be based on wrong information, resulting in the loss of rights and interests." "Huang Yinxu said that this move by the live broadcast room may constitute fraud, and consumers have the right to ask the operator to increase compensation for the losses they have suffered. The amount of increased compensation shall be three times the price of the consumer's purchase of goods or service fees.

Zheng Ning, director of the Law Department of the School of Cultural Industry Management of Communication University of China, also pointed out that in the traditional perception of consumers, a busy and orderly factory live broadcast often means that the brand is rigorous and efficient in production management, which is easy to People associate it with the high quality and preferential prices of the goods. Building or generating a live broadcast room with fake factory scenes may involve false propaganda issues. Merchants may use technical means to tamper or beautify the scene, making it difficult for consumers to distinguish authenticity and make purchasing decisions misleading.

"False propaganda in this case not only violates the relevant provisions of the advertising law, but also damages the legitimate rights and interests of consumers and is not conducive to the creation of a fair competition environment in the market." Zheng Ning said.

Virtual scenes must be marked to improve credit score management

The reporter noticed that in addition to the alleged false propaganda of setting up virtual scenes, many consumers reported that the toys, tissues, snacks, etc. they bought were of inferior quality in terms of weight and quality. It's not as good as what was shown in the live broadcast room. It's obviously not right.

"The platform has the responsibility to supervise and manage the behavior of live broadcast rooms. On the one hand, it should strengthen the supervision of such live broadcast rooms, build a smoother and friendly after-sales service system and efficient refund process for consumers, and protect consumers legitimate rights and interests," Huang Yinxu said.

He pointed out that according to the "Provisions on the Management of Deep Synthesis of Internet Information Services" and the "Interim Measures for the Management of Generative Artificial Intelligence Services", works completed using deep synthesis technology or artificial intelligence technology should be significantly modified if they may cause public confusion or misunderstanding. logo. When live broadcast rooms use AI technology to synthesize virtual scenes such as factory workshops, they should ensure that the information conveyed is true and accurate, and proactively label it to avoid misleading consumers.

In view of the current irregularities such as false propaganda in online live broadcasts, the "Regulations on the Implementation of the Consumer Rights Protection Law of the People's Republic of China" that came into effect on July 1 this year specifically emphasizes the transparency requirements for live broadcasts and clearly stipulates that anchors It must be clearly explained to consumers "who is carrying the goods" and "whose goods are being carried". According to

Huang Yinxu's analysis, there are four specific points: the live broadcast must clearly indicate or explain its real name and mark; if the live broadcast is illegal, "everyone is responsible" for the platform, live broadcast room and anchor; the live broadcast platform has the obligation to help Consumer rights protection; live broadcasts that violate regulations will face warnings, confiscation of illegal income, fines, suspension of business for rectification, and revocation of business licenses.

"Platforms should comply with the above regulations and use advanced technical means, such as image recognition, artificial intelligence, etc., to conduct real-time monitoring and analysis of live broadcast rooms. If it is found that there is false propaganda or misleading consumers in the live broadcast room, the platform should promptly Take measures to intervene. "Huang Yinxu believes that it is necessary for the platform to remind consumers to fulfill their notification obligations, and at the same time formulate clear rules and standards, requiring that live broadcast rooms must be clearly marked when using AI generation or deep synthesis technology. At the same time, platforms should establish corresponding supervision mechanisms to punish and rectify illegal live broadcast rooms.

"Platforms should establish and improve rules and regulations, form a credit score management system, and clearly include live broadcast rooms that fail to follow the principle of integrity and deliberately use AI-synthesized content that misleads consumers into a credit score blacklist, and implement corresponding measures based on the severity of the circumstances. Credit penalty measures, such as limiting account functions, lowering credit ratings, and even permanent bans, lay a solid foundation for building a more fair, transparent, and trustworthy online environment. This move can not only effectively deter potential violations, but also effectively deter potential violations. Encourage users to consciously abide by the rules and jointly maintain good order in cyberspace," Zheng Ning said.

Author | Rule of Law Daily All-Media Reporter Zhao Li Trainee Reporter Ma Ziyu

Source | Rule of Law Daily