Recently, Yimeiren (Guangzhou) Technology Co., Ltd. (hereinafter referred to as "Yimeiren Company") was fined 600,000 yuan by the Market Supervision Bureau of Haizhu District, Guangzhou City, Guangdong Province, because of a female anchor stripping off her clothes in a live broadcast room to promote breast augmentation products and other advertising violations.
The female anchor took off her clothes and exposed a large area
The live broadcast brought 440,000 people to watch, but the actual view was only 8000. During the live broadcast on January 13, 2022, the female anchor of the medical beauty company took off her shirt in the live broadcast room of "Jiexika Lexianggou", exposed a large area and showed her breasts to promote the breast augmentation product "Yutu Bobo Breast" of Zhaoqing Aimei Medical Beauty Clinic Co., Ltd.
After checking by , the female anchor has never used the breast augmentation plastic surgery service and breast augmentation products of Zhaoqing Aimei Medical Cosmetic Clinic Co., Ltd., but she boasted in the live broadcast room and falsely promoted the breast augmentation product "Yutu Bobo Breast". After the live broadcast, Yimeiren Company returned 30,000 yuan live broadcast deposit to Zhaoqing Aimei Medical Beauty Clinic Co., Ltd.
It was also found that in the upper right corner of the "Jiexika Lexianggou" live broadcast room organized by Yimeiren Company, marked the number of 445,000 viewers , and there was the word "Jiexika Group" in the middle of the live broadcast screen. In the upper right corner of the "Zhaoqing Emmy Live Carnival Night" live broadcast room, marked 139,000 viewers ; verified by Shanghai Chongzhi Network Technology Co., Ltd., the live broadcast platform, had only 8,235 viewers of the live broadcast of "Jiexi Card Le Xianggou" , and "Zhaoqing Amy Live Carnival Night" had only 4,608 viewers . The fictitious viewership data of the medical beauty company in the live broadcast room is seriously inconsistent with the actual data. During the live broadcast of "Zhaoqing Aimei Live Carnival Night", the words "Congratulations to A Lingling for snapping up Yutu Bobo Breasts" appeared on the live page. After verification by the live broadcast platform, Shanghai Zhongzhi Network Technology Co., Ltd., in the data of the products sold by Yimeiren Company on this day, no "Yutu Bobo Breasts" products were found to be sold, and the successful purchase was fictitious. For this live broadcast, Medical Beauty Company collected a total of 21,250 yuan in advertising fees .
Guangzhou Haizhu District Market Supervision Bureau believes that Yimeiren's behavior violated the "Advertising Law", "Anti-Unfair Competition Law" and other legal provisions. According to the "Advertising Law", "Anti-Unfair Competition Law" and "Administrative Penalty Law", on July 13, 2023, Guangzhou Haizhu District Market Supervision Bureau imposed an administrative penalty on it, confiscating advertising fees of 21,250 yuan, and fined 600,000 yuan.
completely false sales data, has caused many netizens to say that "the live broadcast is too wet now".
Regarding the nudity of the female anchor, most netizens are speechless: "There is no bottom line anymore" "Resist vulgar live broadcasts"... Soil
Regarding live broadcast chaos, the People's Daily published a commentary titled "Rectifying Live Broadcast Chaos and Clearing Cyberspace" on the 20th.
commented that the 2023 China New Media Conference was held in Changsha, Hunan a few days ago, and new technologies and applications have attracted widespread attention from the conference. Among them, many guests discussed the social responsibility of the live broadcast platform and the beneficial experience of live broadcast with goods in their speeches. Nowadays, as an important form of communication to provide users with information or services, live streaming is gradually accepted by more people, and has been integrated with more and more life scenes such as learning, shopping, and fitness.
Especially with the popularity of the Internet, "short video + live broadcast" has become an important channel for entertainment in many people's lives. The "Digital China Development Report (2022)" shows that by the end of 2022, the number of short video users in my country will exceed 1 billion for the first time, and the utilization rate of netizens will reach 94.8%; the number of live webcast users will reach 751 million. As an emerging form of communication, webcasting was originally an interesting way of interaction, but under the operation of some anchors and even platforms, it has become a vulgar and even harmful means of competition. For example, in order to attract traffic and pursue interests, some live broadcast platforms have content such as self-mutilation, fighting, and going to extremes.
For the chaos existing in the live broadcast, we must pay great attention to it and take effective measures to deal with it. Some anchors walk on the edge of the law and challenge public order and good customs during live broadcasts, polluting cyberspace and disrupting social atmosphere. Some platforms have loopholes and lags in auditing, causing some anchors to take chances . There are also anchors who evade platform supervision by designing secret codes, disguising and other means, or repeatedly use other accounts to live broadcast after their accounts are banned, which also poses challenges to platform governance.
A clear sky and clear air in cyberspace and a good ecology are the common expectations of the majority of netizens, and they are also important goals for network governance. In recent years, the state and local governments have issued a series of policies and regulations to regulate the development of the webcasting industry. Special management documents related to webcasting, such as the "Regulations on the Administration of Internet Live Broadcasting Services", "Opinions on Further Regulating the Profit-Profit Behavior of Online Live Streaming and Promoting the Healthy Development of the Industry", and "Code of Conduct for Internet Hosts" and other special management documents related to webcasting, have been issued one after another, showing the "teeth" of the rule of law for regulating webcasting. The State Cyberspace Administration of China launched the "Qinglang" series of special actions in 2023, including the "Qinglang·Internet Hostility Rectification" special action.
Don't take refuge in things, don't escape responsibility. In various institutional documents, the platform is required to strictly implement the main responsibility without exception. Each platform should strengthen the supervision of live broadcast personnel and content, optimize the management rules of the whole process of live account registration, operation, and closure, establish and improve systems and mechanisms such as fan number management and profit-making behavior supervision, further optimize the algorithm recommendation mechanism, strengthen platform content review and checkpoints, and increase manual screening of high-quality content. All live broadcast rooms that violate laws and regulations must be banned to resolutely prevent the phenomenon of "bad money driving out good money". Network anchors should strengthen self-love and self-discipline, abide by laws and regulations, and strive to produce high-quality content that can retain users, and must not be dazzled by traffic and economic interests. The majority of netizens must also continuously improve their media literacy, and do not give bad information flow, and do not give chaotic anchors "support".
Only when the self-discipline of the anchor, strict platform inspection, strict government management, and severe punishment by the law continuously eradicate the living soil of live broadcast chaos, can a clean and upright web live broadcast ecology be formed, and new things such as the live broadcast economy can go further and more steadily.
Editing | Duanlian Du Hengfeng Du Bo
Proofreading| Cheng Peng
Daily Economic News Comprehensive from China Consumer News, @中国新闻周刊, People’s Daily, netizen comments, public information, etc.
Daily Economic News
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