北京查办直播电商“职业弹幕人”首案，开出10万元罚单

Core Viewpoint - The article highlights the enforcement action taken by Beijing's market regulatory authority against a biotechnology company for employing "professional bullet screeners" to create false weight loss claims and manipulate consumer perceptions through fake reviews in live-streaming e-commerce [1][2]. Group 1: Regulatory Action - Beijing's market regulatory bureau imposed a fine of 100,000 yuan (approximately 10,000 USD) on a biotechnology company for engaging in deceptive practices through hired "professional bullet screeners" [1][2]. - This case marks the first enforcement action in the live-streaming e-commerce sector regarding the use of "professional bullet screeners" to fabricate user reviews [2]. Group 2: Company Practices - The company was found to have purchased services from a third party to enhance live-stream popularity and fabricate user reviews since May 16, 2024 [2]. - During live broadcasts, dozens of fake accounts controlled by a third party were used to post misleading reviews about the company's product, "燃咔果冻" (Burning Jelly), claiming exaggerated weight loss effects [1][2]. Group 3: Legal Framework - The case was prosecuted under Article 8 of the Anti-Unfair Competition Law of the People's Republic of China and Article 9 of the Interim Provisions on Online Anti-Unfair Competition, which now includes "live-streaming review manipulation" within the enforcement framework [2]. - The regulatory authority emphasized the need for online traders to provide comprehensive, truthful, accurate, and timely information about their products or services, prohibiting the use of artificial means to inflate traffic or manipulate reviews [2].