直播电商监督管理办法公开征求意见——为直播带货立规明矩

Core Viewpoint - The State Administration for Market Regulation has released a draft regulation aimed at strengthening the supervision of live e-commerce, protecting consumer and operator rights, and promoting healthy industry development [1][4]. Group 1: Regulatory Framework - The draft regulation seeks to clarify the legal responsibilities and obligations of various stakeholders in the live e-commerce ecosystem, including platform operators, live room operators, marketing personnel, and service agencies [1][3]. - It emphasizes the need for platforms to implement compliance management and to establish a blacklist system to address illegal activities [2][3]. Group 2: Industry Challenges - The complexity of the live e-commerce sector, with multiple participants and extended transaction chains, poses new regulatory challenges, necessitating a robust framework to manage risks [3]. - The regulation aims to enhance the responsibilities of live room operators and marketing personnel, ensuring accurate representation of products and services to prevent misleading advertising [3]. Group 3: Stakeholder Engagement - The formulation of the regulation involved extensive consultations through written research, field studies, and expert discussions to incorporate diverse opinions and suggestions [4]. - The next steps include refining the regulation based on public feedback before its implementation to foster the healthy development of the live e-commerce industry [4].