直播电商监督管理办法公开征求意见 明确责任边界 推动直播电商健康发展

Core Viewpoint - The National Market Supervision Administration has drafted the "Live E-commerce Supervision Management Measures (Draft for Comments)" to enhance supervision and management of live e-commerce, aiming to protect consumer and operator rights while promoting healthy industry development [1][3]. Group 1: Key Responsibilities and Obligations - The draft clarifies the responsibilities and obligations of live e-commerce platform operators, live room operators, marketing personnel, and service institutions [1][2]. - It emphasizes the need for live e-commerce platforms to establish multi-dimensional protection mechanisms for account management, transactions, product quality, and consumer rights [2]. Group 2: Regulatory Framework and Challenges - The draft aims to create a comprehensive regulatory framework that addresses the long-standing issues of unclear responsibilities and broken regulatory chains in the live e-commerce industry [2]. - It seeks to balance the interests of consumers, platforms, and MCN institutions, highlighting the complexity of regulation in this new consumption model [2]. Group 3: Future Developments - The National Market Supervision Administration plans to refine the draft based on public feedback and expedite its implementation to establish a regularized supervision system for live e-commerce [3]. - The implementation of the draft is expected to transition the industry from "wild growth" to a more regulated and quality-driven approach [3].