Core Viewpoint - The article discusses the recent regulatory actions taken by various market supervision departments in China to address illegal practices in the live e-commerce sector, aiming to protect consumer rights and promote fair competition. Group 1: Regulatory Actions - The Hainan Provincial Market Supervision Administration fined Hainan Juguangzhongda E-commerce Consulting Co., Ltd. 2 million yuan and revoked its business license for false advertising related to its online store opening courses [2] - The Guangzhou Baiyun District Market Supervision Administration imposed a fine of 400,000 yuan on Guangzhou Zhiyuan Supply Chain Co., Ltd. for failing to publicly display its business license and for misleading advertising during a live broadcast [3] - The Ningbo Fenghua District Market Supervision Administration fined Ningbo Youduo Household Products Co., Ltd. 117,900 yuan for improper prize sales practices during promotional live streams [4] - The Hengshan District Market Supervision Administration in Hunan Province fined an individual 184,500 yuan for artificially inflating viewer counts in multiple live streams [6] - The Chengdu Market Supervision Administration fined Chengdu Fanxing Media Co., Ltd. 280,000 yuan for misleading claims about a brand's sales performance during a live broadcast [7] - The Nantong City Market Supervision Administration fined an individual 200,000 yuan for false advertising regarding the materials and quality of a down comforter sold through a live stream [8] - The Lishui City Yunhe County Market Supervision Administration imposed fines on two toy companies for selling products that did not meet national safety standards [8] Group 2: Violations and Consequences - Hainan Juguangzhongda E-commerce Consulting Co., Ltd. was found to have fabricated a female host's credentials and made unfulfilled refund promises, leading to numerous complaints [1] - Guangzhou Zhiyuan Supply Chain Co., Ltd. misled consumers about the quality of products during live promotions, which resulted in a lack of transparency regarding its business license [3] - Ningbo Youduo Household Products Co., Ltd. mismanaged prize distribution during promotional events, causing consumer dissatisfaction and confusion [4] - The individual involved in viewer count manipulation used multiple devices to create false engagement across 14 live streams [5] - Chengdu Fanxing Media Co., Ltd. failed to provide evidence for its claims of being the top-selling brand, misleading consumers and disrupting market order [7] - The individual selling the down comforter made false claims about the product's materials and origin, misleading consumers [8] - The toy companies sold products that posed safety risks to children, leading to regulatory penalties for non-compliance with safety standards [8]