With the rise of live streaming, live slicing has also become a new marketing tool. However, this emerging business model also brings a number of problems, the most prominent of which is who consumers should turn to when they fall into the pit.
Live slicing refers to the editing and splicing of live broadcast content during the live broadcast process, and making it into a short ** for dissemination. Due to the low production threshold and fast dissemination speed of live slicing, more and more businesses have begun to adopt this marketing method. However, some unscrupulous businesses have also taken the opportunity to use live slices to exaggerate and falsely advertise, causing consumers to fall into the trap.
When consumers fall into the trap of live slicing, who should be responsible?First of all, consumers should understand the production and distribution process of live slicing. Generally speaking, the production and dissemination of live slices involves multiple links such as anchors, merchants, and platforms. Therefore, consumers should start from multiple perspectives and specifically analyze the responsibilities and obligations of all parties when protecting their rights.
First of all, for streamers, they should be responsible for their live content. If the anchor has false publicity, exaggerated publicity and other behaviors during the live broadcast, then they should bear the corresponding legal responsibility. Consumers can complain or report to the platform, or complain to the relevant departments.
Secondly, for merchants, they should guarantee the quality of their goods and services. If the merchant has false publicity, quality problems, etc., then they should bear the corresponding legal responsibility. Consumers can make a claim or complaint to the merchant, or complain to the relevant authorities.
Finally, for platforms, they should strengthen the supervision and management of live slicing. Platforms should establish a sound review mechanism to strictly control the live content;At the same time, platforms should also establish a sound complaint mechanism to deal with consumer complaints and reports in a timely manner. If the platform has problems such as improper management and lax review, then they should also bear the corresponding legal responsibility. Consumers can complain or report to the platform, or complain to the relevant departments.
To sum up, when consumers fall into the trap of live slicing, they should start to protect their rights from multiple angles. First of all, we should understand the responsibilities and obligations of all parties, and then choose the appropriate way to protect rights according to the actual situation. At the same time, ** and relevant departments should also strengthen supervision and management, standardize the market order of live slicing, and protect the legitimate rights and interests of consumers.