Live commerce’s false/exaggerated advertising may cause consumer damages

- Live commerce platform operators should provide legal education for sellers and adopt a reporting system of sellers not complying with the laws -

With an increase in non-contact online transactions resulting from the spread of COVID-19, the live commerce* market is rapidly growing. However, some content containing false/exaggerated advertising are broadcast live, which may cause consumer damages.

* Live commerce: A term used to describe the combination of live streaming and e-commerce. Two-way online shopping channels that present and sell products, communicating with viewers in real-time.