直播电商迎来强监管

Core Insights - The rapid growth of the digital economy has made live-streaming e-commerce a significant shopping channel for consumers, but it also raises concerns about irregular practices and misleading marketing [2] - The National Market Supervision Administration has intensified regulation of live-streaming e-commerce to address issues such as false marketing and price irregularities, aiming to create a fair and orderly market environment [2][3] Regulatory Measures - The regulatory body will implement a tiered and graded supervision approach, clarifying platform responsibilities and enhancing enforcement against significant cases with national impact [3] - There will be a focus on cross-regional command and coordination to tackle major cases in live-streaming e-commerce, establishing an integrated regulatory mechanism for online and offline monitoring [4] - A penetrating regulatory approach will be adopted to address the complex legal relationships among participants in live-streaming e-commerce, enabling comprehensive monitoring and analysis of related illegal activities [4] Local Initiatives - Local market supervision departments are exploring tailored regulatory and service paths, such as Shanxi's compliance guidelines and Shandong's targeted monitoring of advertising and product quality [4] Institutional Innovations - The National Market Supervision Administration is set to release a new regulatory framework for live-streaming e-commerce, defining responsibilities and establishing a comprehensive system for compliance and oversight [5] - The administration emphasizes the dual focus on strict enforcement and proactive service to support platforms and businesses in risk prevention and compliance [5]