Sales data is filled with water and prices are raised before discounts and promotions are carried out. There are many routines for live streaming to bring goods.

In a recent development, a well-known livestream host stands accused of misleading consumers by artificially inflating product sales during their shopping broadcasts. Footage released by the media indicates that, during negotiations for a livestream collaboration, the host and product seller allegedly conspired to create fake sales links and artificially increase product prices to enhance sales during the stream.

An investigation conducted by reporters reveals that such dishonest practices—such as hiking prices before offering discounts—are alarmingly common on livestream and e-commerce platforms. Sellers often promote new products using links from previously successful items, while others generate fake user reviews to mislead consumers.

Given the widespread nature of these online shopping tactics, it raises an important question: How can consumers protect themselves from data manipulation and inflated pricing during live broadcasts? Moreover, what steps can be taken to mitigate these practices?

For instance, in one livestream selling face masks, a host enthusiastically promoted a mask that supposedly sold 3,038 units and boasted over 100 positive reviews and 900+ interested buyers. The price was showcased at 520 yuan, slashed to a “discounted” final price of 280 yuan.

However, a closer look at the comments section revealed that many of the reviews were unrelated to the face mask; one user even commented on a moisturizing lotion instead. This indicated that the link the host used was not specifically promoting this face mask alone.

During interviews, reporters discovered that this kind of phenomenon is far from rare. Many livestream and e-commerce platforms feature product reviews where customers post feedback that doesn’t correspond with the product being sold—one amusingly unrelated comment on a frying pan review read, “This knife is really fast!”

A store owner on an e-commerce platform explained that many sellers leverage old product links to promote new items, as links with robust sales histories rank higher in search results, thereby gaining consumer trust.

“Many hosts or sellers claim they offer the best discounts or lowest prices, but often these figures either reflect the original price or are inflated relative to previous prices. Consumers have little means to verify this and often feel they’re scoring a deal, much like clearance sales that seem to last indefinitely,” the store owner noted.

According to this store owner, who sells Yixing teapots with only six product links available, regardless of what consumers choose, they ultimately select from those six. For instance, if a teapot is priced at 600 yuan, he might entice customers to pick six links at 100 yuan each, artificially boosting sales numbers.

Addressing the issue of data manipulation on livestreams and e-commerce platforms, Gou Pengcheng, a senior partner at Beijing Kangda Law Firm, stated that the E-commerce Law explicitly prohibits platforms and operators from engaging in deceptive practices like fabricating transactions and reviews. They are also mandated to provide comprehensive and truthful product information, with violations potentially resulting in penalties, including fines and revocation of business licenses.

Gou highlighted that the role of a livestream host deserves particular scrutiny. If a host merely recommends products without handling sales, they are classified as advertisers. However, if they directly sell products or facilitate transactions, they should be regarded as sellers.

“If hosts act as advertisers, they must adhere to advertising laws to ensure their content is precise and not misleading; failing to do so can bring about civil liability,” explained Chen Yinjian, deputy secretary-general of the Consumer Rights Protection Law Research Association.

Chen suggested that if a host serves dual roles as both an advertiser and a seller, they must comply with both advertising laws and consumer protection regulations. This ensures product quality and information transparency, including after-sales services. Deceptive practices during sales can constitute consumer fraud, making businesses liable for refunds and damage compensations.

So, how do we tackle these concerning trends?

Chen posits that the first step is to foster a culture of integrity among livestream operators. E-commerce platforms must adhere strictly to regulations, refine their review processes, provide clear business information from sellers, and strengthen consumer claims and after-sales support.

Secondly, holding livestream platforms accountable is critical. “Online platforms need to manage livestream accounts in accordance with legal standards, verify user information, and implement stringent measures against violations,” Chen urged. This could entail issuing warnings, restricting account functionalities, or implementing permanent bans for violators.

Gou also emphasized the necessity for platforms to establish self-regulation systems, mandating transparent communication channels to monitor information flow and combat data manipulation. Implementing comprehensive content review mechanisms and closely monitoring seller practices are essential to this effort.

“Strengthening regulation in the rapidly evolving livestream shopping landscape is crucial. Authorities must ensure compliance among platforms, hosts, and other stakeholders to effectively address existing concerns,” Chen asserted.

Moreover, consumer vigilance plays a vital role. Given the fast-paced nature of livestream shopping, it’s pivotal for consumers to verify seller credentials and check for proper licensing on the platform. If a seller’s license isn’t visible, consumers should avoid making purchases, especially from unverified external sources.

“Don’t fall for exaggerated product claims or low-price promises; base your purchases on genuine needs,” Chen advised. Consumers should keep records of livestream sessions, chat logs, and payment receipts to back up any disputes. In case of issues, they should reach out to sellers or platforms for resolution or escalate matters to consumer protection agencies or legal avenues.

Additionally, Gou warned that shoppers should remain cautious of tempting promotions like “flash sales” or “limited-time offers,” which may not reflect true pricing. Evaluating honest reviews—particularly negative ones—is crucial in understanding real customer experiences.