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China’s 315 Gala puts the spotlight on live-streaming market abuses as US$188 billion industry continues to attract Beijing’s ire

China’s state broadcaster used the might of its audience reach during the annual 315 Gala on Tuesday to shine a light on fraudulent practices in the country’s US$188.3 billion live-streaming sector, upping the ante on an industry that has seen some of its biggest stars hit by huge tax penalties.

The 315 Gala, watched by up to a billion people and traditionally used to highlight consumer rights abuses in China, this year featured criticism of how some live-streaming e-commerce shows induced male followers to send gifts to attractive, female key opinion leaders (KOLs) who were later impersonated, in some instances, by male members of staff.

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