Core Viewpoint - The newly established regulations for live e-commerce aim to address rampant issues such as false marketing and counterfeit products, ultimately protecting consumer rights and ensuring a safer shopping environment [1][2] Group 1: Issues in Live E-commerce - Live e-commerce has been plagued by false advertising, with claims like "lowest price on the internet" often misleading consumers, leading to dissatisfaction when products do not match their expectations [1] - Counterfeit and substandard products pose significant risks to consumers, with the new regulations requiring platforms to strictly verify merchant qualifications and product quality, thereby enhancing consumer trust [1] - Consumers have faced challenges in asserting their rights, often encountering evasive responses from platforms and merchants; the new regulations mandate platforms to actively assist consumers in their claims [1] Group 2: Implementation and Consumer Behavior - The effectiveness of the new regulations hinges on strict enforcement against violations, ensuring that businesses and influencers understand the consequences of non-compliance [2] - Platforms are urged to take their responsibilities seriously and implement the regulations effectively, rather than waiting for issues to arise before taking action [2] - Consumers are encouraged to remain rational and cautious, verifying product reviews and comparing prices to avoid impulsive purchases that may lead to regret [2]