However, while the live broadcast e-commerce is booming, news such as the punishment of live broadcast e-commerce related enterprises is also emerging one after another, and various disputes are increasing day by day. The Consumer Satisfaction Report of Live E-commerce Shopping released by China Consumers Association shows that in all aspects of live shopping, consumers are relatively worried about false propaganda and supply problems.
In order to understand the situation of false propaganda and administrative supervision and punishment in e-commerce live broadcast, the author used "false propaganda+live broadcast" and "false advertisement+live broadcast" as keywords respectively, and retrieved 193 administrative punishment documents through the advanced legal database of Vico (data as of August 2002119). Among them, there were 39 cases * * * that were punished because of the false propaganda that actually happened during the live broadcast of e-commerce (see the attached table for the list of cases). Therefore, the author's analysis below will be based on these 39 administrative punishment documents.
First, geographical distribution: Zhejiang and Shanghai were punished more than other provinces.
As shown in Figure 1, of the 39 cases, 24 occurred in Zhejiang Province, far exceeding other provinces. Part of the reason is that the Zhuji Municipal Market Supervision Administration has punished a number of similar cases in the past two years, resulting in a large number of cases being recovered; On the other hand, the e-commerce economy in Zhejiang Province is relatively developed and there are many employees, which may lead to frequent violations of laws and regulations.
Two. Year distribution: Since 2020, the number of penalties has increased significantly, and the supervision has been continuously strengthened 202 1.
In 2020, affected by the epidemic, users' online consumption habits accelerated, and live e-commerce developed rapidly. 2020 is also called "the first year of live streaming economy". In order to strengthen management and standardize the development of the live broadcast industry, since the second half of 2020, the state has issued a series of norms, such as the Code of Conduct for Webcast Marketing, the Notice on Strengthening the Management of Webcast and E-commerce Live Broadcast, and the Management Measures for Webcast Marketing (Trial). The above-mentioned series of measures finally reflected that the number of related punishment cases began to soar. As shown in Figure 2, in 2020, cases were punished 10, and in August 2026, 22 cases were punished, with 5438+0 cases, much higher than in previous years.