【e公司观察】从“事后追责”转向“事前预防” 严监管护航直播电商

Core Viewpoint - The introduction of the "Live E-commerce Supervision Management Measures (Draft for Comments)" marks a shift in regulatory focus from post-event accountability to preemptive measures, aiming to reshape the industry ecosystem [1][4]. Group 1: Regulatory Framework - The draft establishes differentiated obligations for various participants in the live e-commerce industry, including platforms, streamers, and service providers, to create a collaborative governance structure [1][2]. - Platforms are required to implement agreement management with streamers and service agencies, clearly defining rights and responsibilities, and will bear joint liability for consumer rights violations due to inadequate review [1][2]. - A product information review system must be established by platforms, making them responsible for the authenticity of promotional content [1][2]. Group 2: Compliance and Accountability - The draft mandates that live marketing personnel and service agencies must provide truthful, accurate, and comprehensive information about products or services, prohibiting misleading or false claims [2][3]. - Specific rules are set for live marketing personnel, including the prohibition of fabricating or disseminating false information that could harm competitors' reputations [2][3]. - The draft also addresses the issue of false advertising, citing cases where streamers misrepresented product quality, leading to significant penalties, such as a fine of 1.65 million yuan for false claims about sweet potato noodles [2][3]. Group 3: Industry Impact - The new regulations are expected to increase compliance costs for platforms, merchants, and streamers, potentially accelerating industry consolidation and restructuring [4]. - The inclusion of digital human streamers under regulatory oversight aims to address challenges posed by technological advancements, ensuring that virtual hosts are not a regulatory blind spot [4]. - The anticipated outcome is a transition towards a more sustainable development model for the live e-commerce industry, fostering consumer trust and orderly market conditions [4].