"Take a toothpick into a towering tree boast, boast a monkey into the Monkey King, to a hut into a luxurious villa boast." This is the 2010 Spring Festival Evening Dialogue, "big box" on some TV shopping and expose the irony of false advertising.
TV shopping is exotic, digital thermometer since the mid-90s entering the country, has been more than ten years. Overseas, the TV shopping is the main channel for consumers to buy one product. At home, consumers this way the acceptance of home shopping is gradually increased.
TV shopping with "Product + shopping guide on hand to explain + model demonstration" approach, clinical thermometer to stimulate consumer shopping desires. TV shopping consumer choice is often fancy their shopping fast and convenient, low cost and subject to the temptation of provocative advertising. However, due to market supervision mechanism is not perfect, lack of laws and regulations, and other reasons, the current development of China's TV shopping industry was a state of disorder, profiteering and false advertising was more common. Especially for drugs,ear thermometer medical devices, breast enhancement, weight loss, and other products increased the false propaganda, misleading many consumers, and caused many consumers to health and property losses, which the State Administration of digital blood pressure monitor Radio, TV shopping programs strictly prohibited The five categories of commodities broadcast advertising. TV shopping industry into a serious credibility crisis.
In addition, parties to the transaction because there is the TV shopping geographical distance, lack credibility manufacturers, operators and the media blame each other and other reasons, when the legitimate rights and interests are infringed upon, consumers face difficult return, the complainant prove difficult to deal with difficult issues such as mediation.
And television shopping convenient features would be similar to online shopping, with the popularity of the Internet in China is rising rapidly and with many consumers. However, disclosure of customer information and more fake and shoddy products, publicity does not match with the actual use of "phishing" Web sites for fraud and other events that damage the interests of consumers, than the TV shopping reverse, so that the industry is also caught in credit crisis.
TV shopping and online shopping regulate the market order of operation, so that consumers have a safe and secure environment for consumers is the bounden duty of governments at all levels.
First, in order to safeguard the legitimate rights and interests of consumers, the cost of consumer rights protection should be reduced. It should be said, today's rapid economic development, Chinese people's rights awareness has improved a lot. But faced with strong business, the consumers rights are weak, often because evidence is difficult, complicated procedures, high costs (spend a lot of energy, material and financial resources) and other reasons, had to give up rights. Therefore, the relevant government departments should strive to reduce the cost of rights of consumers to simplify rights procedures, fully protect the legitimate rights and interests of consumers.
Second, improve the TV shopping and online shopping market access barriers, the establishment of business credit system. Some unscrupulous enterprises are brazenly peddling fake and shoddy products, one important reason is the lack of credit system. There is no integrity of the enterprise do whatever they want, consumers keep track of.
Third, establish relevant laws and regulations on business activities of enterprises, rights and obligations of the parties to be bound by norms. In recent years, although the relevant government departments for the TV shopping and online shopping problems in a number of regulations issued, but most do not rise to the legal level, and its authority and binding limited.
Fourth, strengthen supervision and law enforcement. If the lack of regular supervision, enforcement becomes vacant, the perfection of the laws and regulations even if there is paper. Over the years, China has promulgated a number of related laws and regulations, but some violations, behavior was not curbed, a major reason is the absence of regulation, enforcement is lax.
Only multi-pronged approach to regulation in order to purify the TV shopping and Internet shopping environment for consumers to be assured that safe, enjoyable to consume.