During the live broadcast, the anchor promotes the products of his shop, and then the consumer jumps to his shop page to place an order after placing an order. In this case, he is a seller, and he needs to bear relevant legal responsibilities for this kind of publicity. If the propaganda content is untrue and involves cheating consumers, it shall bear the legal responsibility of one refund and three compensations in accordance with the provisions of the Consumer Protection Law; Secondly, the anchor promotes the products of other businesses in the live broadcast, and consumers go to other stores to place orders. In this process, the anchor actually acts as an advertising endorsement. If his propaganda is inconsistent with the actual situation, it may violate the advertising law, involve publishing false advertisements, bear relevant legal responsibilities, and need to bear joint liability with advertisers.
This mode of live broadcast with goods is now called new e-commerce, compared with the traditional e-commerce of Taobao and Tmall. Now both online celebrities and social e-commerce have e-commerce, which is actually an online celebrity economy. This kind of fans' love for online celebrities or other factors can be used to transform it into a purchasing power and realize a realization. This transformation should be said to be more sticky than traditional shopping methods, and the conversion rate is higher. Nowadays, with the continuous development of webcasting and online commodity distribution, many people begin to make profits by selling goods online. This was originally a good thing to develop the economy and increase people's income, but these good things will always be used by some people with ulterior motives, causing huge losses to consumers.
If we really want to rectify these chaos, we need the joint efforts of all parties. First of all, the state should formulate relevant and more perfect policies and regulations to limit the live broadcast of goods on the Internet, so that they can follow the rules. At the same time, relevant regulatory authorities should also assume regulatory responsibilities and earnestly safeguard consumers' rights and interests. Secondly, as a webcast platform, they should also bear the main responsibility, because they sell goods on their own platforms and have the obligation to be responsible to consumers. If you find that you have bought fake goods, you should complain to the relevant departments or report to the Public Security Bureau as soon as possible, so that criminals have nowhere to hide.