“剧本式”直播营销被罚50万元，市场监管总局发布一批典型案例

Core Viewpoint - The news highlights the regulatory actions taken against a jewelry store in Guangdong for false advertising during a live-streaming sales event, emphasizing the need for stricter oversight in the live e-commerce sector [1][2]. Group 1: Regulatory Actions - The Guangdong market supervision authority imposed a fine of 500,000 yuan on the jewelry store for fabricating marketing narratives and making misleading claims about their products [1][2]. - The case was handled under various legal provisions, including the Interim Provisions on the Prohibition of Unfair Competition in Online Transactions and the Anti-Unfair Competition Law of the People's Republic of China [2]. Group 2: Industry Insights - The rapid development of live e-commerce in Guangdong has led to increased consumer attraction through direct product displays and interactive explanations, but also raised concerns about misleading marketing practices [2]. - The Guangdong market supervision authority has implemented a "compliance ecosystem" to guide operators in adhering to regulations, including the issuance of management standards for live-streaming sales [2][3]. Group 3: Monitoring and Enforcement - The upgraded monitoring platform in Guangdong employs AI and other technologies to conduct daily checks and special monitoring, covering over 12,000 live-streaming rooms and more than 110,000 sessions in 2025 [3]. - A total of 697 illegal cases in the live e-commerce sector were addressed in 2025, resulting in fines totaling 14.88 million yuan, focusing on counterfeit goods, false advertising, and price fraud [3].