Abstract
This article studies the protection of consumers' right to know in live streaming sales. Firstly, the rise and development trend of live streaming sales in the e-commerce field were outlined, and the challenges faced by consumers' right to know in the process of live streaming sales were analyzed, such as information asymmetry, false advertising, and product quality issues. Next, the importance of protecting consumers' right to know and its impact on consumers, businesses, and the market were discussed. Finally, measures were proposed to improve the protection of consumers' right to know, including strengthening regulatory measures, improving laws and regulations, and promoting platform responsibility, in the hope of providing some reference for consumers.
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