State Administration for Market Regulation: two prominent issues in the live e-commerce sector are false marketing and counterfeit products.

The State Administration for Market Regulation held a press conference today to introduce that in the first half of this year, the national online retail sales reached 7.4295 trillion yuan, an increase of 8.5% year-on-year, with live streaming e-commerce playing an important role. However, based on the actual situation and several batches of case analysis obtained by the State Administration for Market Regulation, there are currently two relatively prominent issues in the field of live streaming e-commerce: one is false marketing. Some operators and anchors in the live streaming rooms make false or misleading commercial promotions about the business entities, performance, functions, quality, source, honors received, qualifications, sales situation, transaction information, business data, user evaluations, etc., deceiving and misleading consumers. The other is counterfeit and shoddy goods. Some merchants on live streaming platforms promote and sell adulterated and counterfeit goods, replacing genuine with fake, replacing good with inferior, infringing on the exclusive rights of registered trademarks, and harming the legitimate rights and interests of consumers and other operators. The typical cases released this time mainly involve the above-mentioned illegal types. The State Administration for Market Regulation stated that in the next step, it will adhere to a problem-oriented approach and strengthen comprehensive governance. By comprehensively using compliance guidance, administrative interviews, administrative penalties, and media exposure, it will guide and urge live streaming e-commerce platform companies to strengthen compliance management system construction, improve internal compliance systems, enhance compliance management capabilities and levels. It will increase the frequency and intensity of special inspections on product quality and food safety in the field of live streaming e-commerce, and require corresponding platform companies to publicly disclose the results to the society.