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this year, a dragon year moutai liquor produced by kweichow moutai sales co., ltd. was suspected of being fake in the live broadcast room of an e-commerce platform, which attracted widespread attention. the cause of the incident was that a live broadcast anchor applied the strategy of "one fake, four penalties" to the live broadcast room to attract the attention of buyers. later, the consumer found that the moutai he bought was not authentic and complained to the authorities. however, the anchor claimed that he had caught several "fake" sellers and promised to take subsequent rights protection actions.

the official appraisal results of guizhou moutai liquor sales co., ltd. showed that the outer packaging of the product contained recycled and counterfeit materials, which did not match the style of 53%vol 500ml guizhou moutai liquor and was a counterfeit product. in addition, the appraisal results of a third-party appraisal agency also confirmed this fact.

the incident has triggered consumers' concerns about live streaming sales on e-commerce platforms, and also revealed the shortcomings of regulatory authorities in combating counterfeiting. at the same time, it has also triggered public reflections on the responsibilities and legal liabilities of e-commerce platforms and live streamers.

the contradiction between "official identification as fake" and "live broadcast marketing"

in this incident, there was a contradiction between the judgment of the third-party appraisal agency and the operating model of the e-commerce live streaming platform. many people questioned the authority and legal validity of the third-party appraisal agency, as well as whether the responsibilities and obligations of the e-commerce platform were clear.

the boundary between morality and law

in the incident, the anchor's behavior was ethically problematic, such as using consumers' love and trust in moutai to market "fake goods" and claiming that he had caught the "fake" seller. this behavior violated the norms of the e-commerce platform and infringed on the rights of consumers.

in addition, the incident has also triggered discussions in the legal community. many people believe that e-commerce live streaming platforms should take greater responsibility and strengthen supervision. at the same time, consumers should also pay attention to distinguishing between true and false to avoid being deceived by "fakes".

future outlook

driven by regulatory policies and laws and regulations, the e-commerce live streaming market will face more stringent regulatory measures. at the same time, merchants and platforms need to further improve their risk prevention and control mechanisms and strengthen the investigation and punishment of counterfeiting. in addition, consumers should also improve their rational consumption ability and maintain a cautious purchasing attitude.