“喝酒宵夜也能瘦”刷屏 电商直播“职业弹幕人”被查处

Core Viewpoint - The Beijing Municipal Market Supervision Administration imposed a fine of 100,000 yuan on a biotechnology company for false advertising in the live e-commerce sector, specifically related to the use of "professional barrage commentators" to mislead consumers about a product's weight loss effects [1][4]. Group 1: Company Actions - The company was found to have employed third parties to flood its live streaming comments with fabricated user reviews claiming the product had weight loss benefits, starting from May of the previous year [4]. - The enforcement team identified that dozens of accounts were concentrated in two IP address ranges, with some accounts posting over 300 comments in a single session [3]. Group 2: Industry Implications - The actions of "professional barrage commentators" represent a technological manipulation of market feedback, disrupting fair competition within the industry [6]. - This case highlights a regulatory blind spot in the live streaming industry regarding the "industrialization of traffic fraud," prompting platforms to enhance real-time anti-cheating systems to maintain a fair competitive environment [6]. Group 3: Consumer Awareness - Consumers are advised to be cautious of absolute claims and template reviews in live streaming shopping, particularly those that promise unrealistic results [7]. - The enforcement agency encourages consumers to report any discrepancies between advertised product effects and actual results to both platform customer service and market supervision departments [7].