直播间宣传内容即便未构成"要约"，仍具有法律约束力，关键在于其是否对消费者产生实质性误导。即 便直播间宣传因信息不完整而未达到"要约"标准，只要其重点提示内容与详情页不一致，且未以显著方 式说明差异，就可能违反《消费者权益保护法》第二十六条关于格式条款的"显著提示义务"，构成虚假 宣传或误导性陈述。除此之外，还有一种情况，详情页提供的信息本身既不详细也不准确。消费者看了 详情页信息后，不能"为准"，只能"为误"。这样的详情页，实际上是逾越法律底线的"虚假页""夸大 页"和"注水页"，商家也需承担虚假宣传的法律责任。 2026年春节假期，旅游消费市场持续升温，直播带货已成为游客预订酒店的一个重要方式。有消费者在 直播间下单度假村套餐后，发现宣传的"3分钟到海边"实为需要打车4公里才能到达，"原价买茅 台"的"福利"附加有高额消费门槛；也有消费者冲动囤购酒店产品后，因忽视了规则未入住导致无法退 款。 相关经营主体在直播间里宣传的酒店环境或服务是一个样，而真实情况又是另一个样，即便商家或主播 在直播时作出了"以详情页为准"的说明或提示，能够减轻或免除他们不实宣传的责任吗？当然不能。 以酒店为例，直播间宣传若包含酒店 ...

Core Insights - The National Consumer Association reported a significant increase in consumer complaints in the first half of 2025, with a total of 995,971 complaints received, marking a year-on-year growth of 27.23% [1] - The association resolved 509,655 complaints, recovering economic losses amounting to 452 million yuan for consumers [1] - The number of consumer visits and consultations reached 330,000 [1] Group 1: Complaint Trends - Complaints related to jade products have seen a notable increase, with live streaming platforms identified as a major area of concern [2] - Key issues include merchants intentionally hiding product flaws during live sales, misleading consumers about the quality and origin of jade, and inducing off-platform transactions [2] - There are also instances of counterfeit certification documents being sold alongside jade products, and merchants failing to honor after-sales commitments [2] Group 2: Recommendations - The National Consumer Association recommends that relevant authorities enhance regulatory oversight of false advertising in live streaming, particularly regarding misrepresentation of origin, exaggerated value, and counterfeit certification [3] - It suggests that suspected illegal activities should be promptly referred to law enforcement to increase the cost of unlawful operations for offenders [3] - Platforms are advised to strengthen their responsibilities by monitoring keywords related to off-platform transactions and taking action against merchants who engage in such practices [3] - Consumers are encouraged to adhere to the "three no principles": do not engage in off-platform transactions, do not trust verbal promises, and do not make payments to private accounts [3]