On May 9th, the State Administration for Market Regulation and the China Consumers Association jointly released live streaming sales consumption tips, reminding consumers to have a scientific understanding and consume rationally, helping them avoid consumption risks, and safeguard their own rights and interests. As an emerging consumption model, online live streaming sales have developed rapidly. While providing convenience for consumers, it has also encountered problems such as false advertising, uneven product quality, and lack of after-sales service. The State Administration for Market Regulation and the China Consumers Association remind consumers to pay attention to choosing legitimate live streaming platforms when purchasing goods through live streaming platforms. Choose a reputable, fully qualified, and highly rated legitimate platform for consumption, verify the merchant’s business license, operating qualifications, and other information to ensure their legality and compliance. Be cautious of transactions conducted through informal channels such as personal social media accounts and temporary links, and do not trust or click on shopping links from unknown sources. It is recommended to complete transactions through the built-in shopping system on the live streaming platform throughout the entire process, and not to conduct private transfer transactions outside the platform. The second is to approach live streaming marketing language rationally. Be wary of promotions such as “lowest price across the internet”, “limited edition flash sale”, “5-second download link”, verify historical prices through third-party price comparison tools, and beware of false original price traps. Do not trust absolute promises such as “100% genuine” and “special effects guarantee”, and require the anchor to present proof documents such as product testing reports and authorization certificates. Pay attention to identifying the behavior of “brushing orders and speculating on letters”, and comprehensively view multidimensional information such as product detail page parameters and user real evaluations. Thirdly, carefully select key product categories. When purchasing health food, it is necessary to go through formal channels, identify the “blue hat” logo on the product packaging, check the health food registration number/filing number, and scientifically choose based on the health functions, suitable and unsuitable populations of the health food. Beware of false and exaggerated advertising.
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