新规即将出台 剑指直播电商乱象

Core Viewpoint - The upcoming "Live E-commerce Supervision Management Measures" aims to address issues such as false marketing and counterfeit products in the live e-commerce sector, protecting consumer and operator rights while promoting healthy industry development [1] Group 1: Industry Issues - Over the past five years, the annual transaction volume of live e-commerce has surged from less than 1 trillion to nearly 5 trillion yuan, leading to significant industry issues [2] - In 2024, complaints and reports related to live e-commerce reached 402,000, a year-on-year increase of 19.3%, highlighting the problems accumulated during rapid industry expansion [2] - False marketing is a prominent issue, with examples including misleading claims about product effectiveness and deceptive sales practices, such as selling fake pearls [2][3] Group 2: Regulatory Framework - The "Measures" will clarify the legal boundaries for platforms, hosts, and agencies, shifting the focus from "traffic-oriented" to "responsibility-oriented" governance [1][4] - The framework consists of seven chapters and fifty-seven articles, detailing the responsibilities of various stakeholders in the live e-commerce ecosystem [4][5] - The measures will enforce stricter responsibilities on platforms, including verification of qualifications, information reporting, and consumer protection [5] Group 3: Enforcement Actions - In 2024, the market regulatory authority, in collaboration with 13 departments, will conduct a special action to combat false advertising and price fraud in live e-commerce, resulting in the investigation of 36,000 internet-related cases [6]