Workflow
直播电商将迎新监管办法
Chang Jiang Shang Bao·2025-06-11 05:36

Core Viewpoint - The rapid growth of the live e-commerce industry has led to positive impacts on consumption and employment, but it has also resulted in issues such as false marketing and counterfeit products. The introduction of the "Live E-commerce Supervision Management Measures (Draft for Comments)" aims to enhance regulation and promote healthy development in the industry [1][2]. Group 1: Industry Growth and Market Data - The live e-commerce sector has experienced explosive growth, with the number of enterprises increasing from 3,545 in 2018 to 76,000 in 2024, representing a year-on-year growth of 216.66% [1]. - The transaction scale of live e-commerce is projected to reach 53,256 billion yuan in 2024 [1]. Group 2: Regulatory Measures and Responsibilities - The new regulations clarify the legal responsibilities and obligations of live e-commerce platform operators, live room operators, service agencies, and marketing personnel, aiming to strengthen regular supervision [2][3]. - Platform operators are required to establish comprehensive rules, enhance identity verification and qualification audits, and actively assist consumers in protecting their rights [2]. - The regulations emphasize the need for live room operators to implement systems for reviewing product information and to avoid misleading commercial promotions [3].