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Core Viewpoint - The rise of live streaming in e-commerce has led to consumers becoming unwitting participants in marketing activities, raising concerns about privacy and consumer rights [1][2][3] Group 1: Industry Trends - Live streaming has become a popular method for businesses to attract consumers, with a significant increase in the number of merchants achieving revenue growth through live streaming, as indicated by a 45% year-on-year increase in merchants using store broadcasts by 2025 [1] - Over 80,000 new merchants have achieved live streaming sales exceeding 1 million yuan in a short period [1] Group 2: Legal and Regulatory Issues - The unauthorized use of consumers' images in live streams constitutes an infringement of rights, as outlined by the Civil Code, which requires consent from the individual before their likeness can be used [2] - The "Live E-commerce Supervision Management Measures," effective from February this year, clarify the legal responsibilities of all parties involved and strengthen the regulatory framework for live e-commerce [2] Group 3: Consumer Rights and Protections - There is an urgent need to enhance supervision and management of live e-commerce to protect consumer rights while promoting sustainable industry development [3] - Consumers are encouraged to actively defend their rights by collecting evidence of infringement, notifying merchants to cease unauthorized streaming, and reporting to platforms or authorities if necessary [3]