罚款10万元！北京查办直播电商“职业弹幕人”全国首案

Core Viewpoint - The article highlights the case of a Beijing-based biotechnology company fined for employing "professional barrage people" to create false consumer reviews and mislead customers about a weight loss product, marking a significant enforcement action in the live-streaming e-commerce sector [1][4]. Group 1: Company Actions - The company was found to have hired "professional barrage people" to post exaggerated comments in live-streaming sessions, claiming the product could lead to significant weight loss in a short period [2][3]. - The enforcement action revealed that the company had been purchasing services to artificially inflate its product's popularity and fabricate user reviews since May 16, 2024 [3]. Group 2: Regulatory Response - The Beijing Municipal Market Supervision Administration imposed a fine of 100,000 yuan on the company for violating the Anti-Unfair Competition Law and related regulations [3]. - This case is significant as it sets a legal precedent for addressing "review manipulation" in live-streaming, providing a framework for similar future cases [4]. Group 3: Industry Implications - The case exposes a management blind spot in the live-streaming industry regarding the "industrialization of traffic fraud," prompting platforms to enhance real-time anti-cheating systems [4]. - The enforcement action serves as a warning to other online retailers to provide accurate and truthful product information, avoiding artificial methods to manipulate consumer perception [4].