Have you ever met these traps in the “double 11” studio? China Consumer Association has something to say

This year’s “double 11”, live delivery with goods is one of the main marketing methods of major platforms. Have you placed an order in the live broadcast room? With the arrival of the peak of receiving goods, it is necessary to check whether there is a trap in the live broadcasting room. Recently, the Consumer Association of China has conducted an in-depth analysis on the sales behavior of live webcast, and summed up the common “traps in the live broadcasting room”, such as false publicity, difficulty in returning and replacing goods, selling prohibited products, misleading consumers with “special shooting links”, inducing OTC transactions, and abusing extreme words. Although webcast e-commerce has the characteristics of strong interaction and wide range of communication, the new consumption problems brought by it can not be ignored. Consumers should not only make rational consumption according to their ability, but also pay attention to protecting their rights and strengthen self-protection. < p > < p > previously released by the Consumer Association of China showed that consumers’ satisfaction with the propaganda link of live shopping was the lowest, only 64.7 points, among which, false publicity was more common. < p > < p > according to the China Consumer Association, the false publicity in live network sales mainly includes two behaviors: one is that the pictures and texts are inconsistent, and the recommended products are inconsistent with the real objects. Second, exaggerate the propaganda and exaggerate the efficacy of products without any basis. < / P > < p > for example, a head anchor sells a brand hair removal instrument in the live broadcast room of an e-commerce platform, and then consumers reflect on Douban, Weibo and other platforms that the product version is inconsistent. The product actually received is not the version with blue light disinfection function claimed by the anchor. < / P > < p > traditional online shopping emphasizes the combination of pictures and texts, and introduces the product information in detail. However, the information displayed by live broadcast is more intuitive and general, and consumers often have no time or ignore the detailed introduction of products in order to seize the “second price cut” in the live broadcast room. According to Article 25 of the consumer protection law, live delivery with goods, as a new way of online shopping, should provide 7-day return and replacement service without reason, according to Article 25 of the consumer protection law. However, in reality, some live online e-commerce providers do not comply with the regulation for various reasons, resulting in frequent consumer disputes due to refusal of after-sale, restriction of return and refusal of return, which seriously infringes on the rights and interests of consumers. In addition to some special products, such as customized products, fresh and perishable products, digital products, delivered newspapers and periodicals, consumers have the right to return products without reason for seven days. The anchor should not evade the responsibility and refuse to return the products. < / P > < p > the Chinese Consumer Association also found that there is nothing unusual about online live e-commerce promoting all kinds of goods, and some of the items that are prohibited or restricted from being sold offline are quietly flowing into the market through live online e-commerce. Specifically, some live e-commerce companies violate the wildlife protection law and openly sell wild animals; some do not have the corresponding qualifications and sell prescription drugs at will; others sell fake drugs. For example, the comprehensive law enforcement bureau of market supervision in Tangshan City, Hebei Province, received a report and found that a certain anchor sold wild animals through a live broadcast platform. The law enforcement organs seized 12 Caragana rubra and 1 Caragana leucocephala, which were suspected to be national second-class key protected wild animals. Consumer protection departments suggest that consumers should report in time if they find that there are illegal items in the live broadcast room. At the same time, regulatory authorities should also pay attention to this phenomenon, intervene in advance, and “set rules” for live broadcasting. < / P > < p > exclusive auction link is a special purchase link set by the seller. At present, some webcast e-commerce companies use “special shooting links” to mislead consumers. The main pitfalls are: < / P > < p > the lack of product details in the link. There is no clear commodity detail page for the products sold in the live broadcasting room, which accurately describes the commodity properties, quality and parameters. Only the links of second kill, postage and even price links that can not explain the characteristics of the products are sold in the live room. < / P > < p > the products sold are seriously inconsistent with those described in baby link. The anchor may introduce product a in the live room, but ask the consumer to take the link of product B for reasons such as being unable to link; or the anchor may introduce multiple items in the live room, but only one product is described in the link. The Consumer Association of the people’s Republic of China warned that if consumers use the special shot link provided by the anchor, consumers will not be able to prove the direction of the purchased products through the purchase records. Because the anchors delete the live playback or do not retain the playback, it will be difficult for consumers to provide relevant evidence to prove the content of the transaction between the two sides and protect their rights and interests. < / P > < p > the transaction outside the online live TV shopping mall refers to that the host directly or indirectly guides consumers to transfer to wechat and other social software platforms outside the original live broadcast e-commerce platform by means of language, text, graphics, animation, action, etc. In order to protect the rights of over-the-counter transaction consumers, there are many difficulties, such as the ability of proof, the identification of the main body, the sharing of responsibility and so on. < / P > < p > for example, consumer Wang watched the live broadcast in Xu’s live room through a live broadcast platform, added Xu’s wechat through live broadcast instructions, and transferred more than 4000 yuan to buy an apple mobile phone. After receiving the goods, Wang found that the mobile phone was a counterfeit machine, and Xu had already hacked himself when he asked for a refund. Moreover, because Wang’s purchase behavior is an over-the-counter transaction, it becomes a private transaction between Wang and Xu. The live broadcast platform only provides live network service, and is not the contract counterpart, so it is difficult to bear the responsibility of the seller or the operator of the online trading platform. If the mobile phone actually purchased is not a specific brand phone promoted by the studio, then the live broadcast platform will not bear the relevant responsibilities in the sense of advertising law. < / P > < p > China Consumer Association reminds us to avoid using social software such as wechat and QQ to conduct OTC transactions under the guidance of the anchor; if the anchor is found to induce OTC trading, relevant evidence should be saved in time through screen capture and video recording, and complaints and reports should be made to the live online e-commerce platform in a timely manner. Limit words refer to extremely descriptive words such as “best”, “first” and “top”. There is no uniform evaluation standard for these words, which may exaggerate the function and value of products and mislead consumers. In the network live broadcast e-commerce, consumers who are in the information disadvantage position tend to “impulsive consumption” under the guidance of “limited seconds”, which also makes the anchor more inclined to use “extreme advertising words” to attract people’s attention and boost sales. The Chinese Consumer Association also reminds us that we can’t use the edge ball of limit words. For example, if a well-known anchor knows that using extreme words directly violates the law, he will make such words into cardboard and cross them out with a red line. He will inform netizens in the live broadcast that these words violate the advertising law. Although the anchor crossed out the extreme words with a red line, the behavior indirectly attracted the public’s attention and was still suspected of violating the rules. Therefore, the product described with extreme words may not be as good as the anchor said. Privacy Policy