Consumer rights group calls out live-streamers and platforms like Taobao and JD.com for violating product rules
- The Zhejiang Consumer Council said 30 per cent of live-streamers it monitored during Singles’ Day were selling products that did not comply with regulations
- Li Jiaqi and other top hosts were named by the group amid intensifying scrutiny of the booming live-streaming e-commerce industry
A Zhejiang consumer rights watchdog has named and shamed live-streamers including industry heavyweight Li Jiaqi and lectured online shopping platforms such as Taobao over rules violations amid the country’s continued scrutiny of live-streaming e-commerce.
Li Jiaqi, a top streamer known as the “lipstick king” for once selling 15,000 lipsticks in five minutes, was among a handful of broadcasters the consumer group called out. His infraction was selling products that were incorrectly labelled.
Other streamers, who are among the 17 top hosts that the group monitored on major platforms, were criticised for exaggerated sales pitches, obscene gestures, and labelling shipments with incorrect weights, among other violations.
The consumer rights group said it would follow up on the rectification measures each platform proposed, which include suspending offending accounts and removing problematic products.
The live-streaming e-commerce industry has come under increasing scrutiny as its popularity has grown during the pandemic. Most recently it has been the subject of a high-profile crackdown on tax evasion.
