[경제]’Breast enlargement and aging prevention’…Introduction of live commerce products’splash’

[앵커]

With the increase in non-face-to-face transactions due to Corona 19, the online shopping channels and live commerce markets that sell goods while communicating with viewers in real time are also rapidly growing.

However, one out of four product introductions in live commerce contains false or exaggerated content, so consumers need to be careful.

Reporter Gye Hoon-hee reports.

[기자]

“What I like about this is that this product makes my breasts bigger. It’s a fact of swelling relief and swelling reduction.”

A seller who emphasizes losing belly fat while introducing cosmetics

Although it is only a general processed product, the product is described as if it is effective in treating a specific disease.

“It is said that it is very effective for women’s diseases that women have. Is it right?”

From a massager that removes waste, to pomegranate juice that prevents aging.

It was broadcast on’Live Commerce’, an online shopping channel where everyone communicates with viewers and sells products.

With the increase in non-face-to-face transactions due to Corona 19, the live commerce market is booming.

However, it turned out that there was a problem in some broadcasts, such as advertising cosmetics like medicines or using the’lowest price’ expression without data.

When the Korea Consumer Agency analyzed 120 broadcasts of five live commerce companies, one out of four broadcasts, 30, revealed false or exaggerated expressions.

In particular, 46.7% of the advertisements were likely to violate the’Food Labeling and Advertising Act’.

[정혜운 / 소비자원 시장조사국 약관광고팀장 : 건강기능식품 광고 6건은 한국건강기능식품협회의 사전 광고 심의를 받아야 함에도 심의를 받지 않고 방송을 진행한 것으로 나타났습니다.]

It was found that 8 out of 10 consumers perceived that live commerce, which anyone can do, is similar to TV home shopping regulated by the authorities.

In terms of service satisfaction, consumers answered that they were more satisfied with live commerce in 9 items such as’product price and discount’ and’convenience of consultation’, but in terms of exchange, refund, and delivery, TV home shopping was more satisfied.

Consumers pointed out that live commerce sellers need to be educated on advertising-related laws, and that a reporting function for non-compliant sellers should be introduced.

YTN Kye Hoon-hee [khh0215@ytn.co.kr]is.

[저작권자(c) YTN & YTN plus 무단전재 및 재배포 금지]