Core Insights - The online retail sales in China are projected to reach 74,295 billion yuan in the first half of 2025, marking an 8.5% year-on-year growth, with live e-commerce playing a significant role [1] - The State Administration for Market Regulation (SAMR) is set to intensify efforts to address issues of false marketing and counterfeit products in the live e-commerce sector [1][4] Summary by Sections Live E-commerce Issues - The live e-commerce sector is facing prominent issues of false marketing and counterfeit products, as highlighted by Liu Junwei from SAMR [2][3] - Operators and hosts in live streaming often misrepresent product details, leading to consumer deception [2][3] Regulatory Actions - SAMR has initiated investigations into several cases of false marketing, including a notable case involving Yunnan Shi He Tea Co., which was fined 200,000 yuan for misleading claims about its products [3] - Local regulatory bodies, such as those in Shanghai and Fujian, are implementing comprehensive monitoring and enforcement mechanisms to tackle these issues [4][5] Legislative Developments - The SAMR, in collaboration with the National Internet Information Office, is drafting the "Live E-commerce Supervision Management Measures," which is currently in the legal review process and will soon be officially released [1][6][7] - This new regulation aims to clarify the legal responsibilities of various stakeholders in the live e-commerce ecosystem and enhance the supervisory framework [7]
虚假营销、假冒伪劣问题突出 直播电商乱象迎监管重拳
Zhong Guo Jing Ying Bao·2025-09-24 18:40