On July 1 day, the first code of conduct for online live marketing activities in China (hereinafter referred to as the "Code") was officially implemented. The Code comprehensively defines and regulates various roles and behaviors involved in live e-commerce such as merchants, anchors and online live marketing platforms. What impact will the implementation of this new regulation bring to the live broadcast industry? Can it become a good medicine to regulate the development of the industry?
Release of new regulations, live broadcast specification.
A few days ago, China Advertising Association issued a code of conduct for live webcast marketing, which came into effect on July 1. This is the first special self-discipline regulation on online video marketing activities in China, focusing on providing behavioral guidance for merchants, anchors, platforms, anchor service agencies (such as MCN) engaged in online live marketing activities and users participating in marketing interaction.
The "Specification" points out that the main body of webcasting marketing shall not fabricate or tamper with transaction data and user evaluation; Do not engage in false or misleading commercial propaganda, deceive or mislead consumers. In addition, the main body of webcasting marketing should fulfill its obligations in terms of network security and personal information protection according to law, and the collection and use of users' personal information should abide by laws, administrative regulations and other relevant provisions.
At the same time, the "Code" makes it clear that online live marketing activities should disclose the information of goods or services comprehensively, truly and accurately, and protect consumers' right to know and choose according to law; Actively fulfill the after-sales commitments in accordance with the law, establish and improve the consumer protection mechanism, and protect the legitimate rights and interests of consumers.
The "Specification" also points out that the marketing data provided by the anchor to merchants and webcasting marketing platforms. It should be true, and it is not allowed to falsify data such as traffic in any form, and it is not allowed to defraud merchants' commissions by means of false purchase or return afterwards.
Wuhan live broadcast operators actively guide.
The reporter learned that after the introduction of the new regulations, many local live broadcast operators in Wuhan trained and guided their anchors.
"We welcome the implementation of the new regulations, which is more conducive to the sound development of the industry." Yesterday, Chen Jianwu, the head of Wuhan Letaobu E-Commerce Co., Ltd., who signed a contract with more than 40 anchors, said that there was indeed some chaos in the live broadcast field. "For example, the news that' a star's first show was broadcast live by millions of people, and sales exceeded several hundred million in a few minutes' may have moisture."
Chen Jianwu introduced that with the intensification of live broadcast, brushing live broadcast data has developed into an industrial chain. "The competition of head anchors is fierce, and Wuhan anchors are generally at a medium level. There is no great demand for this piece. As an operating platform, it will also strengthen guidance. "
Affected by the epidemic this year, the live broadcast of commodities has increased unprecedentedly. It's just that the live broadcast brings people shopping fun, but at the same time, there are also some problems such as popularity fraud, false trading, shoddy and so on.
There are endless chaos in the live broadcast.
The reporter's search found that on the e-commerce platform, there are a large number of live data products with high programmed prices, with monthly sales of more than 1,000 pieces.
The reporter contacted a number of sellers and learned that according to different live broadcast platforms, the fees for brushing data are different. For example, the short video platform of a fire can only spend 70 yuan brush 100 "machine powder" to watch the data, and the viewing time is as long as 2 hours; On another live broadcast platform, 120 yuan can buy the machine powder viewing data of 10000. Sellers claim that in order to increase the number of viewers in their live broadcast rooms, there are not a few anchors and merchants who choose to brush data.
"I watched a favorite anchor live broadcast before and bought goods in the live broadcast room, but the promised gifts did not arrive, and there was no clear response when contacting customer service." Ms. Liu, a citizen of Wuhan, said that this experience made her a little disappointed with the live broadcast. "At that time, watching netizens rush to place orders in the live broadcast room was indeed impulsive consumption."
Several consumers said that one of the reasons for choosing not to complain is that it is cheap to buy things in the live broadcast room, which is the common feature of all products. If they buy goods on impulse, even if there are quality problems, they will feel less loss and are too lazy to care. In addition, I don't want to spend time dealing with complicated after-sales processes.
Lawyer: Laws and regulations need to be improved.
According to insiders, in reality, it is very common for businesses to change numbers and anchors frequently by taking advantage of the loopholes in the live broadcast room where it is difficult to leave evidence. Under normal circumstances, once the goods sold by this merchant are sold out, they will be removed from the shelves and cannot be viewed together with the product description. This sales strategy is to avoid follow-up tracing.
Faced with all kinds of chaos in the live broadcast, the China Business Federation recently issued a notice, asking the media shopping professional committee under the Federation to take the lead in drafting and formulating two standards: Basic Standards for Shopping Operation and Service of Video Live Broadcast and Evaluation Guide for Online Shopping Credit Service System. After publicly soliciting the opinions of enterprises and consumers, it is also planned to be released and implemented in July.
In fact, from 20 16 to now, relevant departments have been issuing policies to regulate the live broadcast industry environment. The rise of live broadcast with goods puts forward new requirements for the standardization and definition of relevant policies and systems.
In this regard, lawyer Chen Liang of Hubei Dianheng Law Firm believes that the emergence of a new industry, especially a hot industry, is easily targeted or even pursued by criminals, and so is live broadcast. Therefore, in addition to formulating relevant standards, raising access thresholds and formulating rules, the improvement of laws and regulations should also keep up with the situation and effectively safeguard the social and economic order from being affected and interfered.