Exploration of The Status Quo of Traffic Counterfeiting on Live E-Commerce Platforms and The Path of Regulation

As an important part of the e-commerce industry, live e-commerce has skyrocketed in the past few years to become one of the main choices for Internet users to make online purchases. The income of e-commerce anchors, the income of live sales to attract countless people into the live e-commerce industry, some people choose to take a shortcut through the way of traffic counterfeiting to share a cup of live e-commerce. From the live e-commerce platform point of view, traffic counterfeiting is tantamount to drying up and fishing, short-term live broadcasts and platforms to obtain the phenomenon of false traffic prosperity may eventually detract from the consumer's right to know, disrupt the market order, and will eventually backfire on the live broadcasting e-commerce industry itself, which may ultimately lead to the atrophy of the live broadcasting e-commerce industry. Live e-commerce platform as one of the main live e-commerce industry live e-commerce service providers, should give full play to the role of the platform, participate in the governance of the phenomenon of traffic counterfeiting, to promote the industry's healthy and sustainable development.