Recently, the live broadcast of "Hong Kong Meicheng Mooncake" by Three Sheep Network Technology Co., Ltd. has attracted a lot of attention. Meicheng Mooncake claims to be a Hong Kong brand, but there are no offline sales points and physical stores in Hong Kong, and the origin is not Hong Kong. Although it has registered relevant trademarks in Hong Kong, the actual operator is Guangzhou company. With the fermentation of public opinion, the relevant live broadcast room of Crazy Little Yang has recently stopped selling Meicheng Mooncake. On September 19, the Hefei Municipal Market Supervision and Administration Bureau issued a notice saying that in response to the relevant issues involving Three Sheep Network Technology Co., Ltd., the Hefei Municipal Market Supervision Bureau has established a joint investigation team with the Bureau of Commerce, the Public Security Bureau and other departments to verify and deal with them in accordance with laws and regulations, and resolutely safeguard the legitimate rights and interests

　　"High-end mooncakes" that cannot be bought in Hong Kong are confidently said to be a Hong Kong brand, and the origin is not Hong Kong, but produced and sold in the mainland. Playing with words and using vague words like this has obviously misled and deceived consumers.

　　In recent years, the live streaming industry has flourished and become an important part of the e-commerce field. However, with the rapid expansion of the industry, problems have also arisen. The head live streaming host represented by Brother Yang has frequently been involved in various controversial incidents, from "trough head meat" to "fake Moutai", and then being investigated for "Hong Kong Meicheng Mooncake". These incidents have not only affected consumer trust, but also once again sounded the alarm for the healthy development of the live streaming industry. According to the "Public Opinion Analysis Report on Consumer Rights Protection in Live Streaming and Delivery (2023) ", public opinion data involving false propaganda accounted for 38.97%. The reason why this kind of problem is high is mainly related to the still vague positioning of the current live streaming. The Anti-Unfair Competition Law stipulates that operators shall not make false or misleading commercial propaganda about the performance, function, quality, sales status, user evaluation, and honors of their products to deceive and mislead consumers. However, live streaming hosts have various ways to strip themselves of their "operator" identity, so as to avoid legal liability. In addition, the division of responsibilities for live streaming hosts in the current regulations is still not clear enough, resulting in even if there is a counterfeiting scandal, many live streaming hosts can still get away with it. This can also explain that live streaming hosts are so frequently overturned on the issue of integrity. So why are there still a large number of live streaming hosts selling goods to counterfeit and shoddy goods on the Internet? The answer is actually very simple: low cost, low risk, and fast money.

　　After the "mooncake" scandal, the hot search was almost brushed by this incident. This public opinion may also reflect the mentality of society – people have been suffering from false propaganda in live streaming for a long time, and this time there has been a general outbreak. As a trend industry, many leading brands have repeatedly flipped over on such a basic issue of integrity, and even showed no care. This is really a strange thing. This abnormal and unreasonable phenomenon also reminds us that market norms need to be strengthened. For example, whether live streaming hosts are spokespersons or sellers, advertisers or marketing platforms; what responsibilities they should bear for false propaganda and wrong goods, and what targeted penalties should be imposed. These vague areas should be clarified as soon as possible to further improve dispute resolution and market supervision channels. Don’t let "untrustworthy" and "counterfeit" become the label of the industry.

　　(Fish flower)