Despite the popularity of live commerce and livestream shopping, there have been news reports of cases of fraudulent food sales that did not match advertised descriptions, such as durian, counterfeit MSG, fake coconut water and canned fish labelled as mackerel but containing tilapia.
To address problems regarding selling food through live commerce, Kasetsart University recently hosted a panel discussion titled "Food Safety Or Just Marketing? Product Labelling Crisis In The Era Of Live Commerce".
In 2024, Rakuten Insight surveyed shopping behaviour and discovered that over 31% of consumers purchased products via live commerce more than six times in the past 12 months, and approximately 12% watched live commerce, but did not make a purchase.
Niratchaya Sakunharn, director of the business service network development division, Department of Business Development, Ministry of Commerce, explained that live commerce has changed consumer purchasing behaviour.
Traditional e-commerce relies on a rational decision-making process where shoppers spend time searching, comparing products and reading reviews to find quality items at reasonable prices. Live commerce, however, emphasises speed and real-time interaction.
It often plays with viewers' emotions by mentioning limited stock or time-limited offers which forces them to make impulse purchasing decisions.
"Live commerce combines e-commerce and entertainment which creates interaction and emotional engagement that stimulates viewers' desire to purchase products. Real-time communication and friendly conversation help build a sense of sincerity and trust. As a result, viewers are more likely to stay engaged with sellers for longer periods, even after transactions are completed," explained Niratchaya.
Assoc Prof Kriskamol Na Jom, lecturer at the Department of Food Science and Technology, Faculty of Agro-Industry, Kasetsart University, explained that when promoting food products -- particularly dietary supplements through live commerce --presenters and influencers usually create a health halo effect. This means they focus only on the positive aspects while omitting drawbacks and other essential information.
"Live commerce often uses fear-based marketing strategies to draw viewers' attention. For example, influencers may claim that heavy alcohol consumption leaves viewers with a dirty colon that needs cleansing. The promotion would use pseudo-science that lacks medical validation, such as the term detox, which is based on a scientific theory without medical support," said Assoc Prof Kriskamol.
"Providing this kind of information through live commerce raises concerns regarding vulnerable groups such as children, pregnant women, patients and the elderly. When consumers receive information about only the positive aspects of a product and decide to purchase it without receiving complete information, they may face unintended health risks.
"For example, a person with diabetes may purchase a dietary supplement that is promoted as beneficial for blood vessels without information about the sugar content. As a result, the product could contribute to elevated blood sugar levels and negatively affect their health."
Busayarin Kongkaew, a lecturer at the Department of Digital Marketing and Branding, Faculty of Management Science, Kasetsart University, Sriracha Campus, revealed the power of influencers.
According to a survey, 70% of youngsters purchased products because they believe in influencers over traditional celebrities. Also, 49% of respondents admitted that influencers' advice had an impact on their purchase of new products while 42% purchased products after viewing videos or posts by influencers.
Although influencers have a significant impact on purchasing decisions, many do not adhere to ethical standards which can lead to problems.
First, viewers may not realise that some influencers receive payment for reviewing products positively. Second, they may overclaim product capabilities. Third, some create dramatic or controversial content to increase engagement.
Busayarin pointed out that although influencers have a strong impact on consumer behaviour, Thailand has no specific regulations to control their content.
"Unlike Thailand, China requires influencers who make content related to areas such as finance, investment, food, health and education to obtain certifications. Additionally, activities of influencers and their content are monitored by the Cyberspace Administration of China. In Norway and the UK, influencers are required to inform viewers when images or videos of their appearances are retouched or modified," said Busayarin.
There are many food products sold through livestreams that are problematic, especially dietary supplements. Naruemol Chatsanga, a specialist in food safety and food consumption of the Food and Drug Administration (FDA), emphasised that food is not medicine, herbal products or cosmetics have no therapeutic, palliative, or curative properties and cannot provide whitening or beauty benefits. For safety reasons, consumers must read food labels carefully.
"Dietary supplements cannot claim through advertising or on food labels that they prevent any kind of disease, reduce symptoms of illness, or control weight. Food labels must clearly indicate how the product should be consumed. Consumers can verify the FDA registration number by searching on Google to see if the product is genuine," said Naruemol.
During the forum, an audience member commented that during a live commerce session, a dietary supplement with FDA approval was promoted with claims not listed on its label. For instance, a salesperson claimed that the product could immediately block fat after consumption and result in weight loss overnight.
As an FDA representative, Naruemol responded that such advertising violates the law which has penalties of both imprisonment and fines. She also noted that these exaggerated claims were omitted from the label because the salesperson realised that it would be an obvious infraction which leads companies to deploy these fraudulent claims during live commerce instead.
According to the Food Act B.E. 2522 (1979), Section 40 states that no one shall falsely advertise the benefits, qualities or properties of food in such a way that misleads or causes deception. Section 70 further states that anyone who advertises food in violation of Section 40 shall be punished by imprisonment not exceeding three years, or pay a fine not exceeding 30,000 baht or both.
Jaruwan Anekkhana, a senior investigator at the Office of the Consumer Protection Board (OCPB), explained that the OCPB regulates direct sales and direct marketing. The OCPB has urged businesses on shopping platforms like Shopee, Lazada and TikTok to register with it.
Jaruwan urged shoppers to check if businesses are registered with the OCPB because it provides a level of credibility because they are required to provide product labels that specify the manufacturer, product type, importer name, country of origin, ingredients, price, quantity, volume and usage instructions.
"However, many consumers encounter labels in foreign languages without Thai instructions. The OCPB is working with entrepreneurs and platform owners to examine products sold on shopping platforms to ensure labels are provided in Thai," said Jaruwan.
Additionally, the OCPB is working to sign an MoU with various platforms. If consumers encounter problems that platforms cannot help or solve, they can file a complaint with the OCPB. Then, the OCPB will ask the platform representatives to clarify the facts, negotiate a settlement and refund the consumer. If consumers feel that they have been treated unfairly, they can reach out to the OCPB hotline at 1166.
All speakers emphasised that consumers must make careful purchasing decisions by checking labels with detailed descriptions in Thai and considering if the advertisement appears exaggerated. They also suggested that consumers read through reviews and ratings of previous customers before purchasing.
For instance, if a salesperson claims that a food product is made from 100% natural ingredients and has a long shelf life, consumers should be suspicious and not immediately believe it.
Despite the challenges, Naruemol hopes to see live commerce grow internationally.
"The FDA hopes that consumers will pay attention to product details before purchasing. Additionally, we also hope that businesses, manufacturers and importers will cooperate with the FDA to ensure quality and standardised products which will drive economic growth and promote expansion into international markets," he said.
