前不久，网红“辛巴”带货燕窝却被曝光是糖水，引发网友对于直播带货监管的质疑。然而最近，又有一起类似事件发生。

12月15日，新晋加入直播带货行列的锤子科技CEO罗永浩，通过微博转发了其直播间官微一则所销售“皮尔卡丹”品牌羊毛衫为假冒伪劣产品的声明，称“向这次事件的消费者致以由衷的、深刻的歉意。”

Luo Yonghao, founder and chief executive of smartphone company Smartisan Technology, forwarded a statement posted by his livestreaming firm on Chinese microblogging platform Weibo on Tuesday, apologizing for selling fake and shoddy products after the wool sweaters they sold during a livestream on the platform last month turned out to be non-wool.



声明中称，作为代理销售方，直播间在向有关方面提出维权索赔的同时，也联系了所有购买产品的消费者，代为进行三倍赔付。客服人员会在一周内陆续联系购买该商品的两万名消费者办理赔付。

According to the statement, the firm will make a triple repayment to more than 20,000 customers who bought the fake products.

同时，直播间方面称还将马上向公安机关报案。
 


罗永浩的帖子很快便成为微博上的热搜话题，截至周四14时，#罗永浩方承认所售羊毛衫为假货#标签阅读量超3亿。

The post soon became a trending topic on Chinese social media, with related hashtags viewed over 300 million times as of Thursday.

今年4月，罗永浩加入电商直播行列，其首秀就创下3小时成交1.1亿元的成交量。

Luo hosted his first e-commerce livestream earlier this year, ending with transactions of over 110 million yuan in just three hours.
 


直播带货是一种新兴的商业模式，将娱乐与消费相结合，近来越来越受到消费者的青睐。同时，直播平台上的广告与销售也备受关注，尤其在重要的购物推广活动中，比如“双十一”等。

Livestreaming e-commerce is a new business model that has combined entertainment with consumption and has become popular among consumers in recent years. The ads and sales on livestreaming platforms get extra attention, especially during big shopping promotions, such as the recently concluded "Double 11" shopping extravaganza.

然而，在一波消费热潮后，中消协曝光的几个事件中，也折射出直播带货的另一面。根据中消协报告，这些事件中涉及了李佳琦、主持人汪涵、脱口秀演员李雪琴等人，出现的问题包括无法退换货、销量注水、直播造假等。

However, soon after the shopping frenzy, the China Consumers Association exposed several cases that reflected a different side of the story. According to the association, Li Jiaqi's livestreams received complaints for not allowing consumers to return the products. Wang Han, a host on Hunan TV, was accused of being involved in creating fraudulent sales revenue, and Li Xueqin, a newly rising influencer known for a variety talk show, for using bots during her livestream.


视频来源：光明网

此前，辛巴直播间出售的燕窝也被网友质疑为糖水引发关注。随后辛巴（辛有志）发表声明，承认带货的燕窝产品实为一款燕窝风味饮品，确实存在夸大销售。他称品牌方一直避而不见，其决定先行赔付，承担“退一赔三”6198万元。
 


12月16日，新华视点微博发布新华微评：直播带货，必须让假货出局。


相关部门已经采取一系列措施，加强对于直播平台的管理。

China has tightened the management of livestreaming platforms.

7月1日，由中国广告协会发布的《网络直播营销行为规范》正式实施，对“直播带货”起到规范引领作用。《网络直播营销行为规范》中详细规定了商家、主播、平台等各方在直播带货活动中的权利、义务和责任。今年11月6日，国家市场监管总局发布了《关于加强网络直播营销活动监管的指导意见》，对网络直播营销活动中的三大主体即网络平台、商品经营者、网络直播者的责任进行梳理，分层次进行责任划分。

On July 1, the China Advertising Association issued a regulation, and on November 6, the State Administration for Market Regulation published an instruction on regulating livestream sales events, clarifying the responsibilities and obligations of the involved bodies. 

11月13日，网信办关于《互联网直播营销信息内容服务管理规定(征求意见稿)》公开征求意见，拟规定：直播间运营者和直播营销人员不得发布虚假信息，欺骗、误导用户；不得通过虚构或者篡改数据流量等方式造假。

On November 13, the Cyberspace Administration also published a drafted regulation on the registration, marketing catalogs and protection of minors in such livestream events.

今年11月23日，国家广播电视总局网站发布《关于加强网络秀场直播和电商直播管理的通知》，其中要求，直播节目应根据内容进行明确分类，如音乐、舞蹈、歌唱、健身、游戏等。

In the newly issued rules by the National Radio and Television Administration, livestreaming shows should be clearly classified, based on their content, as music, dance, singing, fitness or games, among other categories.

自从直播带货成为电商重要构成部分后，对于其监管也在逐步完善。

In fact, regulations about livestream sales have already been made since it became an important part of e-commerce.

综合来源：CGTN，中国消费者报，澎湃新闻