According to media reports, during the 2026 Spring Festival holiday, the tourism consumption market continues to heat up, and live streaming sales have become an important way for tourists to book hotels. Compared with traditional channel booking, booking hotels in live streaming rooms has the advantages of more favorable prices, more intuitive situations, and smoother communication. However, problems also arise as a result. After placing an order for a resort package in the live broadcast room, some consumers found that the advertised "3 minutes to the beach" actually requires a taxi of 4 kilometers to reach; The "benefit" of "buying Maotai at the original price" promoted in the live broadcast room actually adds a high consumption threshold; There are also consumers who impulsively hoard hotel products but fail to check in due to ignoring the rules, resulting in inability to refund, and so on. During the live streaming process, there are indeed some merchants who boast about themselves and sell melons. In their view, promotion requires vigorous shouting and exaggerated rhetoric. Even if some products are not up to par, it is not a problem. As long as customers are deceived into placing orders, they can only passively accept them. However, they forgot that the law only protects honest business and legal transactions, never exaggerating publicity or illegal transactions. Any behavior that violates consumer rights will be punished by law and morally condemned. Looking back at the Consumer Rights Protection Law, it has long been clearly stipulated that "operators providing consumers with information about the quality, performance, use, expiration date, etc. of goods or services shall be truthful and comprehensive, and shall not make false or misleading propaganda". Some merchants' promotions in the live broadcast room are exaggerated, claiming that "you can walk to the beach in 3 minutes", but in reality, you need to take a taxi for 4 kilometers. If consumers had known the truth earlier, there would have been a big question mark on whether they would still choose to stay in the hotel. Faced with consumer complaints, some businesses have resorted to the excuse of "following the details page", which is also a violation of consumers' right to know. Perhaps some businesses will argue that they also operate according to industry rules. But the question is, have those "supplementary terms" and "additional regulations" been clearly reminded to consumers? According to the Consumer Rights Protection Law, if operators use standard terms in their business activities, they should draw consumers' attention in a prominent manner and provide explanations according to their requirements. The live broadcast promotion of "buying Maotai liquor at the original price upon check-in" actually requires a purchase of 1000 yuan at the restaurant, and it must be consumed on-site and cannot be taken away. If these 'hidden conditions' are not communicated to consumers in advance, it constitutes a violation of' standard terms'. Not only that, booking hotels in live streaming rooms should not be "overbearing" or "oppressive". According to the Consumer Rights Protection Law, operators shall not exclude or restrict consumer rights, reduce or exempt operator responsibilities, or increase consumer responsibilities through standard terms and other means. Simply put, rule makers cannot 'benefit themselves'. According to the so-called "refund rules" agreed upon between the live streaming platform and the merchant, once the reservation is successful, the order transaction is considered complete and the payment cannot be refunded. It is obvious that such "rules" are meant to break the customer's desire to change their mind, which is only beneficial to the operator but not friendly to consumers, and cannot be considered fair and reasonable. Therefore, in the face of consumer complaints, the so-called "refund rules" of merchants are untenable in front of the law. It should be noted that live streaming hotel booking has brought many conveniences to consumers and opened up new industry tracks, but relevant regulations should also keep up with the times and keep up quickly. The various irregularities reported by the media, such as false advertising and overbearing clauses, should be taken seriously by all parties. Functional departments need to strengthen law enforcement and supervision, and platforms and merchants should also assume legal obligations in accordance with the law, adhere to honest operation, reasonable publicity, truthfully and comprehensively display information such as room types, and truthfully explain promotion periods, after-sales support, and other situations. Only in this way can we protect the legitimate rights and interests of consumers and promote the healthy development of emerging industries. (New Society)