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Livestreamers are routinely faking sales data and selling counterfeit products to boost their profits, a new investigation claims. Many of China’s best-known internet celebrities are ripping off both brands and consumers using a range of fraudulent practices, from faking sales figures to selling counterfeit products, a new investigation has found. Livestream e-commerce — in which influencers sell goods directly to customers via live online shows — has become a massive industry in China, with most consumer brands now viewing it as an essential marketing channel. In 2023, the Chinese livestream e-commerce market was estimated to be worth 4.9 trillion yuan ($691 billion), up 35% year over year. Nearly 600 million people in China shop via live commerce. But complaints about dodgy practices in the industry are on the rise, according to the state-owned media outlet Legal Daily. Industry insiders said that livestreamers often use a wide range of fraudulent tactics to deceive both consum
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