Core Insights - The article highlights the prevalence of deceptive practices in live-streaming e-commerce, where false sales data and inventory levels are manipulated to create a sense of urgency among consumers [1][3][4] Group 1: Sales Manipulation - Many live-streaming sessions feature exaggerated sales figures and claims of limited stock, which are often fabricated to induce impulsive buying behavior among consumers [3][4] - Some live-streamers employ tactics such as "hunger marketing," where they create a false sense of scarcity to attract more viewers and potential buyers [3][4] Group 2: Industry Practices - The competitive nature of the live-streaming market has led to a culture of "data anxiety," where merchants feel pressured to inflate their sales figures to gain visibility on platforms [4][12] - A network of professionals has emerged, offering services to artificially boost live-streaming metrics, including fake interactions and inflated viewer counts [5][10] Group 3: Regulatory Response - Regulatory bodies have begun to take action against these deceptive practices, with significant penalties imposed on companies found guilty of manipulating sales data and engaging in fraudulent activities [13][14] - Major live-streaming platforms are enhancing their monitoring systems to detect and prevent fraudulent activities, including the use of AI and blockchain technology for better oversight [14][15]