Core Viewpoint - The article highlights the issue of misleading marketing practices in live-streaming e-commerce, where consumers receive products that do not match the advertised brands, leading to consumer deception and brand reputation damage [1][2][3]. Group 1: Consumer Experiences - A consumer named Mr. Dong purchased birch sap juice based on a live-stream promotion but received a different product that was labeled as "birch sap-flavored soda," indicating a mismatch between advertisement and actual product [1]. - Similar experiences were reported by other consumers, such as Mr. Zhang and Ms. Wang, who received products that did not correspond to the advertised brands, raising concerns about the authenticity and quality of goods sold through live-streaming platforms [2][3]. Group 2: Legal and Regulatory Implications - Legal experts describe the practice of showcasing one brand while delivering another as "bait-and-switch," which violates consumer rights and damages brand reputation [3][4]. - Merchants engaging in such deceptive practices may face civil liabilities, including the obligation to refund consumers and pay damages, while brands may seek compensation for trademark infringement [4][5]. Group 3: Recommendations for Improvement - Experts suggest that regulatory bodies should enhance enforcement against misleading marketing practices by imposing stricter penalties and establishing data-sharing mechanisms with live-streaming platforms to track violations [5][6]. - Platforms are encouraged to implement rigorous vetting processes for merchants and streamers, utilizing AI technology for real-time monitoring of live-stream content to ensure compliance with advertising standards [6]. Group 4: Consumer Protection Measures - Consumers are advised to improve their self-protection capabilities by retaining evidence of misleading advertisements and utilizing complaint channels to assert their rights [6].