整治直播电商乱象！市场监管总局召开专题发布会

Core Points - The State Administration for Market Regulation (SAMR) is intensifying regulatory efforts in the live e-commerce sector to address issues such as false marketing and counterfeit products [3][6][10] - A new regulatory framework, the "Live E-commerce Supervision Management Measures," is being drafted to clarify the legal responsibilities of various stakeholders in the live e-commerce ecosystem [6][7] - The SAMR is focusing on enhancing compliance management among live e-commerce platforms and ensuring they fulfill their responsibilities in monitoring and regulating their operators [7][11] Regulatory Framework - The SAMR is working on the "Live E-commerce Supervision Management Measures," which aims to establish a comprehensive legal framework for the industry [6][7] - The measures will define the legal responsibilities of platforms, operators, and service providers, and create a closed-loop regulatory enforcement system [6][7] Enforcement Actions - The SAMR has increased the frequency of enforcement actions, having released multiple batches of typical cases related to live e-commerce violations [7][11] - Specific cases of false marketing and counterfeit products have been highlighted, with the aim of deterring similar violations in the future [10][11] Platform Responsibilities - The SAMR is urging live e-commerce platforms to take on greater responsibility for compliance and to implement internal management systems to ensure lawful operations [7][11] - National standards for live e-commerce platform services and compliance data reporting are being developed to enhance operational quality [7][11] Collaborative Efforts - The SAMR is promoting a collaborative regulatory approach involving multiple departments to enhance the effectiveness of live e-commerce oversight [11][21] - Local market regulatory bodies, such as those in Shanghai and Fujian, are implementing specific measures to strengthen monitoring and enforcement in their regions [15][21] Regional Initiatives - Shanghai has established a comprehensive regulatory mechanism involving multiple departments to address live e-commerce issues, conducting regular inspections and monitoring [15][16] - Fujian has developed a regulatory governance system focusing on source prevention, precise monitoring, and multi-party collaboration to tackle live e-commerce challenges [21][22] Industry Impact - The live e-commerce sector has seen significant growth, with online retail sales reaching 74,295 billion yuan in the first half of the year, marking an 8.5% increase year-on-year [10] - The SAMR's efforts aim to create a healthier and more compliant environment for consumers and businesses in the live e-commerce space [11][22]