According to the official data, by March, the user number of China’s live-streaming e-commerce reached 560 million, about 40% of the country’s total population.

The Beijing Consumer Association recently released a survey on the live-streaming e-commerce industry, which showed that 10% of the surveyed products sold via live-streaming e-commerce are found with the issue of false advertisement, including fish oil and meal replacement products.

Examples of the issues include a host claimed that its breakfast replacement product can help consumers to lose weight of 1-5 kg in legs, belly and waist etc. Another fish oil product is claimed by the host that it can help lower blood pressure and prevent heart disease.

The survey showed that most consumers are buying food, cosmetics and clothes from the live-streaming e-commerce platforms. But a lot of them are concerned of the product’s quality. (

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