直播电商新规细化平台责任，拟建立黑名单制度并禁止“复活”

Core Insights - The live e-commerce market in China has grown 10.5 times over the past five years, reaching a scale of 4.9 trillion yuan in 2024, while complaints have surged by 47.1 times [1][2] - The complexity of the live e-commerce ecosystem includes traditional e-commerce platforms like Alibaba, JD, and Pinduoduo, as well as social platforms like WeChat and Xiaohongshu, and short video platforms like Douyin and Kuaishou [1][3] - The State Administration for Market Regulation (SAMR) has released a draft regulation to clarify the responsibilities of live e-commerce platforms, including identity verification and the establishment of a blacklist system [1][7] Market Overview - The live e-commerce market is seen as a new growth engine, with significant participation from various platforms, including traditional e-commerce and social media [2][3] - Platforms like Douyin and Kuaishou have leveraged their content advantages to support the growth of live e-commerce, with over 200,000 small and medium-sized businesses using live streaming to boost sales [3][4] Regulatory Developments - The SAMR's draft regulation specifies that live e-commerce platforms must verify the credentials of live stream operators and marketers, requiring regular updates every three months [7][8] - The regulation introduces a blacklist system to manage non-compliant operators, preventing them from re-entering the market through account changes [9][10] Platform Responsibilities - Platforms are required to conduct thorough pre-approval processes for live stream operators, including verification of their identity and business licenses [7][8] - The regulation emphasizes the need for platforms to monitor live e-commerce activities actively and implement measures against violations, such as warnings and traffic restrictions [7][10] Challenges and Concerns - There are concerns about the operational burden on platforms due to the new regulatory requirements, although officials assert that these measures align with industry characteristics [8][10] - The complexity of enforcing the blacklist system and the need for clear operational guidelines pose significant challenges for effective implementation [10] Influencer and Merchant Guidelines - The regulation mandates that live streamers must provide accurate and comprehensive information about products, avoiding misleading or deceptive practices [11][15] - Specific requirements for displaying product pricing and promotional information are outlined to enhance transparency for consumers [14][15]