Revealing and gambling: A series of offensive tricks in livestream sales

(Dan Tri) - The e-commerce race is pushing a part of livestreamers to tricks that go against traditional customs and traditions, and even show signs of violating the law, to attract viewers and stimulate shopping.

There are many livestreams that are against ethics and the law

The explosion of e-commerce and social networks has opened up business opportunities for many people. However, in order to stand out among countless livestreams (live broadcasts), some individuals disregard the law and ethics to attract views and profit.

Recently, the online community was extremely surprised by the livestream series of a Vietnamese girl living abroad.

In the latest livestream session, the girl openly used and sold banned substances right on the live broadcast.

When receiving criticism, instead of being aware of her behavior, the girl issued a challenge to "avoid the sales lady".

Right after that, to show her carefree attitude, this person suddenly pulled up her skirt to reveal her entire chest as a way to challenge the crowd.

Currently, although the livestream owner has stated that the white powder is not a banned substance and that he did not sell it, the incident is becoming a controversial topic on social networks and has the risk of affecting the image of Vietnamese people abroad.

The use of offensive images to attract attention and views for later purposes such as sales has actually been around for a long time.

Especially with fashion items, underwear or loungewear, some accounts often appear in live with revealing outfits, perform sensitive poses or deliberately expose their bodies beyond the need to introduce normal products.

Instead of focusing on materials, functions or product information, the content of these livestream sessions mainly revolves around attracting viewers with appearance and controversial behaviors.

Another tactic that often appears in livestream sessions is to exaggerate and even "deify" the product's uses.

During a livestream session selling skin whitening cream, the seller continuously used advertising statements such as "use it and it will whiten you", "use it for 2 months and it will whiten immediately", "can use it on any skin type", "whitens all skin types" or "refund if you don't use it for whitening".

Instead of providing specific information about ingredients, origin, actual uses or notes when using, the seller mainly urges viewers to close orders quickly with the reason that the discount program is about to end.

Not only that, below the livestream session there were also dozens of comments praising the product. This could be a trick of using a virtual account to post positive comments, creating the feeling that the product is trusted by many people, making it difficult for viewers to distinguish between real feedback and content staged to stimulate purchases.

From cosmetics, functional foods to household appliances, many products are introduced with advertisements that far exceed their actual capabilities.

Sellers constantly use phrases such as "outstanding performance", "best in the market", "effective for anyone" or "100% commitment" to create trust for viewers.

In particular, items related to health and beauty are often the focus of this situation. At some livestream sessions, sellers did not hesitate to make claims about weight loss, skin whitening, disease treatment support or health improvement without any scientific basis.

As noted by Dan Tri reporter, many livestream sessions are now being turned into tools to lead viewers to online gambling and betting activities.

On the surface, the livestream sessions are organized in the form of regular exchanges and gaming. However, the actual gaming interface is just a cover for subjects to blatantly popularize online gambling.

Many people openly introduce betting websites, give instructions on how to participate and give attractive invitations.

To limit the risk of being detected or handled, the accounts use a mesh layer that covers part of the screen, making the betting platform's identifying information difficult to see.

The common point of these accounts is that they do not have specific information and are newly created accounts. In some cases, accounts are only created to livestream once and then completely disappear.

Tighten livestream sales with a series of new regulations

Faced with the increasing emergence of objectionable content, false advertising and acts showing signs of violating the law on livestreams, the E-Commerce Law, effective from July 1, provides many regulations to overcome current gray areas.

One of the notable points is that people who livestream sales must perform electronic identity authentication before being allowed to livestream sales.

For foreigners, authentication will be done through legal documents according to regulations.

At the same time, before conducting livestream, sellers must also provide complete documents related to the product as prescribed in Article 23 of the Law on E-commerce.

These documents include business licenses for conditional business lines, documents proving the quality of products and goods, and documents confirming advertising content for goods and services where the law requires a written confirmation of advertising content before allowing livestream sales.

Notably, the law stipulates that live streamers must not provide false or misleading information about use, origin, quality, price, promotion policies, warranties and other content related to goods and services.

The new regulations also require live streamers not to use language, images, costumes or behavior contrary to social ethics and good customs during the live process.

In addition, the livestreamer is responsible for refusing to cooperate when the seller does not provide complete documents according to regulations.

In case of detecting a violation of the law or receiving a request from the authorities, the live streamer must stop live streaming, terminate cooperation and remove relevant content.