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the "fake" high-end mooncake incident has triggered public thinking. crazy xiao yangge and his three sheep company used the gimmick of "hong kong meicheng mooncakes" to attract a lot of attention, but the real situation behind it is questionable. the market supervision department has filed a case for investigation, which will undoubtedly bring new challenges to the live streaming industry.

some consumers have encountered similar tricks in live broadcasts, such as being promoted by the anchor as high-end german kitchenware, but finding that the manufacturer and origin information do not match the promotional content. this kind of false propaganda will not only damage consumers' trust, but may also cause them to suffer huge losses.

faced with this "virtual" golden age, live streaming platforms are facing huge challenges. on the one hand, how to use algorithms to capture suspected illegal information and promptly review the facts has become a new challenge. on the other hand, live streaming platforms need to establish a stricter punishment mechanism and improve the sense of responsibility of anchors to avoid over-reliance on "virtual" interests.

in addition, consumers also need to be vigilant, check product information from multiple sources, and fully understand and judge the authenticity of the product before purchasing. at the same time, chen yinjiang, deputy secretary-general of the consumer rights protection law research association, pointed out that for goods purchased online, consumers can first communicate with the merchant to resolve the problem. if the merchant does not resolve it, they can seek assistance from the platform or complain to the consumer association and market supervision department.

ultimately, the development of the live streaming industry depends not only on the efforts and innovation of the platform, but also on the rational choices and supervision of consumers. only by finding a balance between "authenticity" and "sincerity" can the healthy development of the live streaming industry be truly promoted.