直播电商监管新规出台在即 市场监管总局构建行业全方位制度体系

Core Viewpoint - The rapid development of the digital economy has made live e-commerce a significant driver of consumption and economic growth, but it also faces issues such as false advertising, after-sales difficulties, and data fraud. The new regulatory framework aims to establish a comprehensive system for managing responsibilities among all parties involved in live e-commerce [1][2]. Group 1: Regulatory Framework - The State Administration for Market Regulation (SAMR) and the National Internet Information Office have developed the "Live E-commerce Supervision Management Measures," which will soon be officially released [1]. - The new regulations aim to define the responsibilities of all parties involved in live e-commerce, moving the industry towards a more standardized and legally compliant phase of "high-quality development" [1][2]. Group 2: Industry Characteristics and Challenges - Live e-commerce features a distinct separation of "people, goods, and scenes," complicating the resolution of disputes as consumers often struggle to identify responsible parties [2]. - The SAMR plans to enhance the regulatory framework by establishing an integrated supervision mechanism that includes both online detection and offline investigation [2][3]. Group 3: Regulatory Innovations - The SAMR will implement a "layered and graded supervision" approach and a "penetrating supervision" system to improve governance capabilities in the live e-commerce sector [3]. - The focus of competition in live e-commerce is expected to shift from mere traffic and lowest prices to supply chain capabilities, service quality, and brand reputation as the regulatory framework matures [3].