E-commerce anchors frequently engage in mutual stepping and blackening, the country is taking action to regulate the chaotic situation of live e-commerce.

Recently, the State Administration for Market Regulation launched a special campaign to address prominent issues in the live e-commerce sector. In recent years, China's live e-commerce industry has experienced rapid growth and played a positive role in promoting consumption and expanding employment. However, there have also been problems such as false marketing, counterfeit and shoddy products, sales of prohibited or restricted items, mutual black PR and criticism among hosts, and fabricated user reviews. Tang Hongbo, director of the Network Trading Enforcement Division of the Internet Supervision Department of the State Administration for Market Regulation, stated that some live streaming rooms use the guise of "collectible exchanges" and "specialty sharing" to sell restricted goods. Some hosts even engage in mutual black PR and criticism to attract traffic, plan controversial topics in advance, create dramatic effects through live streaming, and then leverage short video platforms for further exposure, ultimately to harvest traffic.