Recently, Beijing Sunshine consumption big data research institute and the research center of consumer rights and interests protection law of the University of international business and economics jointly released the public opinion report on rights protection of live consumption with goods (2021) (hereinafter referred to as the report). According to the data, in 2021, the 96315 hotline of Beijing Consumer Association accepted 2026 complaints from consumers with live goods, an increase of 98.43% over 1021 complaints in 2020. Among them, the proportion involving false publicity was 31.64%. The report points out that the problem of consumers' Tucao is concentrated on 7 aspects: product quality, false propaganda, make complaints about prices, induce OTC transactions, return goods, slow delivery and illegal sales. 32.35% involved in product quality problems, 31.64% in false publicity, 30.21% in misleading prices, 2.69% in induced OTC transactions, 1.83% in returned goods, 1.2% in slow delivery and 0.09% in sales of prohibited goods. It can be seen that the problems of product quality, false publicity and misleading price are the most prominent. In 2021, the survey results of live delivery consumption experience jointly released by Beijing Consumer Association and Hebei consumer rights and Interests Protection Commission showed that 17 of the 100 live delivery samples were suspected of false publicity. According to the analysis of the report, the reasons for many problems of live broadcasting with goods are as follows: first, some platforms lack the sense of responsibility; Second, some anchors lack integrity and self-discipline; Third, the supervision and punishment are not strong enough, which leads to the failure of timely and effective treatment of some live delivery behaviors that violate laws and regulations or damage the rights and interests of consumers, and objectively connives at some dishonest and law-abiding live delivery business behaviors. In accordance with the requirements of the laws and regulations on the platform for business complaints, improve the management of the platform for business complaints and relevant laws and regulations, and strengthen the management of the platform for business complaints and relevant laws and regulations, Strengthen and improve the construction of after-sales service system. The report also said that we should continue to strengthen supervision and punishment. On the one hand, we should adhere to the new model of legal regulation, and on the other hand, we should adhere to such a model of prudent regulation. (Xinhua News Agency)