Is the host not responsible for fake products in the live broadcast room? Recently, a well-known anchor was fined 500000 yuan for selling "Xianduoyu" fake sliced beef rolls. It is reported that the product has sold over 40000 units, with a total sales revenue of over 3.87 million yuan. Prior to this, the anchor had already attracted the attention of netizens for not being punished in the "bad head meat incident". For many people, buying fresh food in live streaming rooms is nothing more than a daily routine. On the one hand, it is convenient and fast, "sliding fingertips, everything can be bought"; Secondly, the anchor strongly recommends it, and both reputation and quality seem to be guaranteed. But if you buy a product that is not in line with the standards, besides the merchant having to "hit the plate", should the sales anchor "sit together"? Legally speaking, as long as the anchor is involved in any aspect of production, operation, or sales, they will inevitably be held responsible. In reality, some anchors claim to only be responsible for promoting products and do not participate in the production and sales of goods, and they try to shirk responsibility whenever problems arise. Even if sometimes the regulation takes it too seriously, holding broadcasters accountable for false advertising and issuing legal "fines", these punishments are insignificant compared to the high profits of promoting products. As a result, some anchors have become bolder, either neglecting product quality control, selectively ignoring it, or intentionally passing off inferior products as good, promoting fake and inferior products to their "family members" in front of the camera in order to seek high profits. Legal responsibility cannot be avoided, and social responsibility is even more inevitable. In the era of e-commerce, anchors, especially top anchors, have strong bargaining power and actually occupy a higher proportion of profits in the business chain. They should bear more responsibilities both emotionally and logically. The problematic product has been taken down; The issue of responsibility, pretending not to know - such an operation not only overdraws the trust of fans, but also damages one's own reputation. How can it last long? We should still cherish our feathers, strive for product quality, cultivate the self-cultivation of our hosts, treat consumers well, and take on social responsibility in order to achieve long-term success. The live streaming room is not a lawless place. Both live streamers and merchants should strengthen their legal responsibilities and adhere to the principles of business. As the live streaming e-commerce industry continues to grow, the allocation of responsibilities among stakeholders should also be clarified to avoid regulatory vacuum. (New Society)