The Legal Regulation of Fraudulent Acts in Live Streaming Sales

——Centered on Consumer Protection

DOI

10.2991/978-2-38476-541-6_127How to use a DOI?

Keywords

Consumer Rights and Interests; Live Streaming Sales; Fraudulent Acts

Abstract

With the advent of the internet information age, live streaming sales have provided momentum for the new era’s economy and injected new vitality into the market. Business operators have expanded the promotion and influence of their products by leveraging online platforms, thereby opening up new channels for e-commerce. However, as the trend of live streaming sales grows, online frauds such as fake reviews and information asymmetry have become increasingly rampant. Instances of consumers’ interests being harmed have followed suit. To protect consumers’ basic rights in online transactions, it is necessary to impose strict legal penalties on fraudulent behaviors by merchants, platforms, and live streamers, in accordance with laws and regulations such as the Civil Code, the Advertising Law of the People’s Republic of China, and the Consumer Rights and Interests Protection Law of the People’s Republic of China. These laws and regulations specify the rights that consumers should enjoy and how to protect their legitimate rights and interests when encountering fraudulent acts. For example, the Advertising Law stipulates that if a false advertisement is published, the advertiser shall bear civil liability. At the same time, consumers themselves should enhance their legal awareness. Other entities, such as merchants, live streamers, and platforms, should also take relevant measures to protect consumers’ rights from being harmed by fraudulent acts.

Copyright

© 2026 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Zhaorong Lyu
PY  - 2026
DA  - 2026/02/26
TI  - The Legal Regulation of Fraudulent Acts in Live Streaming Sales
BT  - Proceedings of the 2025 5th International Conference on Culture, Design and Social Development (CDSD 2025)
PB  - Atlantis Press
SP  - 1118
EP  - 1128
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-541-6_127
DO  - 10.2991/978-2-38476-541-6_127
ID  - Lyu2026
ER  -