记者结合市场监管部门查处案例，辗转于多家直播电商平台直播间进行暗访，发现不少直播间存在虚假 宣传、"评价"造假等问题。不少直播间的主播利用信息不对称，大肆进行虚假宣传，欺诈消费者；"观 看量破亿""秒光10万单"等这些光鲜的"评价"数据背后，藏着刷单、机器人互动等黑产操作。一位业内 人士告诉记者，当前市场上，不少MCN机构还会联合商家刷单，骗取平台流量扶持。 记者在淘宝平台随机与刷评价账号取得微信联系。 新华社北京6月27日电（记者冯松龄）近年来，我国直播电商快速发展，在提振消费、促进灵活就业等 方面发挥了重要作用。近日，市场监管总局发布《直播电商监督管理办法（征求意见稿）》（以下简称 《办法》），就直播电商领域消费者关注的问题向社会公开征集监管意见。专家表示，该《办法》有望 进一步规范直播电商行业，释放消费活力。 国家市场监管总局官网。 天眼查数据显示，当前我国直播电商现存相关企业总量已接近36万家。《2024年直播电商行业发展趋势 观察》报告显示，2024年1月至11月，全国直播电商零售额达4.3万亿元。但随着市场急速拓展，消费者 不愉快的购物体验也接踵而至。 中国消费者协会发布的《2024年"双11"消 ...

Core Viewpoint - The new regulation by the State Administration for Market Regulation aims to enhance consumer safety in online shopping and impose stricter accountability on e-commerce platforms and merchants [1][2][3] Group 1: Regulation Details - The new regulation addresses the previous challenges in recalling defective products, such as difficulties in information access, halting sales, and accountability for compensation [1] - E-commerce platforms are now required to establish a "defective consumer goods information sharing" mechanism, ensuring that merchants immediately remove products from sale upon receiving recall information [1] - The regulation mandates that e-commerce platforms assist regulatory authorities in identifying transaction data related to recalled products, allowing consumers to quickly access recall information through official channels [1] Group 2: Impact on E-commerce - The regulation imposes higher standards on e-commerce operators, requiring them to create systems for collecting and analyzing defective product data and prominently displaying recall information on their homepages [2] - Merchants are now held accountable for product defects and must proactively disclose recall plans, including detailed product information for consumer verification [2] - The regulation also targets live-streaming e-commerce, where influencers may have previously concealed product defects; such actions will now be subject to a credit supervision system [2] Group 3: Market Implications - The new regulation is expected to shift the e-commerce industry towards "quality competition," compelling platforms to improve product entry mechanisms and merchants to invest in quality control [2] - Long-term, the regulation will foster a market environment that favors businesses prioritizing quality and service, while those relying on low-price competition may be phased out [2][3] - The regulation serves as a protective measure for consumer rights and aims to create a more trustworthy e-commerce landscape [3]

1 S / 19 BP to 11:51 1 104 6月17日，执法人员深入摸排辖区内电商平台及网店，聚焦食品、美妆、护肤等热门品类商品，开展针 对性检查。重点查处商品页面中是否存在虚假宣传、夸大功效、误导性表述等行为，严格核查商品价格 标识，严厉打击"先涨价后打折""虚构原价""不履行价格承诺"等价格欺诈行为。同时，执法人员督促商 家落实证照公示义务，确保商品质量合格，要求提供真实商品来源及质检报告，切实提升商品可追溯性 和透明度，从多个维度规范电商经营秩序。 延吉市市场监管部门依托网络交易监测系统，对辖区内重点电商平台、网店开展实时动态监测，特别加 强对直播带货、社交电商等新兴业态的关注。针对监测中发现的涉嫌销售假冒伪劣商品、侵犯知识产 权、刷单炒信等违法行为，第一时间启动调查处理程序。同时，加强与平台方沟通协作，督促其落实审 核责任，对违规店铺及时采取下架商品、限制交易等措施。此外，执法人员深入开展普法宣传，向经营 者普及网络交易相关法律法规，倡导诚信守法经营，共同维护健康有序的网络交易环境。 === e "6·18"年中购物狂欢节临近，各大电商平台促销活动如火如荼。为切实规范网络市场秩序，保障消费者 ...

Core Viewpoint - The rapid development of live e-commerce, particularly in the jewelry and jade sectors, has led to increased consumer complaints and regulatory scrutiny, highlighting the need for improved oversight and consumer protection measures [1][3][5]. Group 1: Regulatory Developments - The State Administration for Market Regulation and the National Internet Information Office have released a draft for the "Live E-commerce Supervision Management Measures," which clarifies the legal responsibilities of various stakeholders in the live e-commerce ecosystem [1][3]. - The draft emphasizes the responsibilities of live e-commerce platform operators, live room operators, marketing service agencies, and marketers, aiming to strengthen regular supervision [1][3]. Group 2: Consumer Complaints and Issues - A report indicated that live streaming sessions for jewelry and luxury goods ranked fourth in terms of consumer complaints, with issues primarily related to misleading advertising, product quality, and price deception [1]. - As of June 10, there were 5,332 complaints related to "jewelry live streaming" and 1,032 complaints for "pearl live streaming," with common issues including false advertising and refusal to process return requests [1][2]. Group 3: Industry Challenges - Many live streaming sellers are reportedly offering "e-commerce version" products, leading to a decline in product quality as sellers prioritize profit over quality [2]. - The immediacy of live streaming poses risks for consumers, as it is difficult to prove discrepancies between advertised and actual products without recorded evidence [2]. Group 4: Recommendations for Improvement - Experts suggest that e-commerce platforms should establish anti-counterfeiting mechanisms and create strict merchant admission standards to enhance consumer protection [4]. - There is a call for improved regulatory frameworks, including a unified credit record system for online operators and increased enforcement against fraudulent sellers [4][5]. - Consumers are advised to be vigilant, retain evidence of transactions, and choose reputable platforms to mitigate risks associated with impulsive purchases during live streams [5].

以下文章来源于市值榜 ，作者市值榜团队 市值榜 . 资本与商业研究 来源丨市值榜（ID： shizhibang2021 ） 作者丨竹铭 编辑丨 何玥阳 图源丨Midjourney 今年618的首日提前到了5月13日，提前了整整36天，号称"史上最长618"。 然而，相比以往的热闹场面，今年变得冷清了不少。各家电商平台的宣传攻势显得不温不火，消费者 的兴趣也在降温。就像一场被调低音量的演唱会——舞台还是那个舞台，但观众不再尖叫。 最为明显的是，过去卖力吆喝、无比活跃的超头主播们，也变得异常低调。小杨哥和薇娅基本已经消 失匿迹，李佳琦和辛巴的直播场次变少，罗永浩去了声量更小的百度电商。如今风头正劲的董宇辉， 直播场次也不算多，而且此前直言"抵触卖东西"，显得较为"佛系"。 这些曾经掌控流量密码的操盘手，正在集体转向何方？在这背后，电商江湖正在搅动怎样的变局？ 低调的超头主播： 从流量中心到去中心化 今年618，直播间里的超头主播正以肉眼可见的速度减少。 作为"淘宝一哥"，李佳琦在经历"口红事件"后低调了不少。今年618他还是如期而至，不过只重点押 注预售日和开卖日，其余时间全交给其他主播。对比去年的节奏，李佳琦露 ...

市场监管总局近日发布《直播电商监督管理办法（征求意见稿）》，面向社会公开征求意见，旨在加强 直播电商监督管理，维护广大消费者和经营者合法权益，促进直播电商健康发展。 市场监管总局网监司相关负责人介绍，《办法》的出台，有利于落实落细电子商务法等相关法律法规， 明确直播电商平台经营者、直播间运营者、直播营销人员服务机构和直播营销人员的法定责任和义务， 进一步加强直播电商常态化监管，营造良好的网络交易环境和消费环境，保护消费者和经营者合法权 益，促进直播电商行业健康发展。 直播电商行业包括多方主体，平台经营者在其中发挥着关键枢纽作用。《办法》着力落实直播电商平台 经营者的主体责任，细化平台经营者的责任和义务，加强平台经营者的合规管理，向其他主体层层传导 监管压力，实现监管效率的最大化。 此外，《办法》还将结合直播电商行业特点，着眼于构建直播电商行业的一般性、基础性、普遍性监管 制度，规范不同主体在从事直播电商经营活动时的基本法律责任和义务，明确对违法违规行为的监管手 段。在加强对交易行为监管的同时，探索对违法违规主体的流量监管，推动对自然人主播、数字人等的 监管，推动建立直播营销人员培训、黑名单管理等制度。 市场监 ...

Core Viewpoint - The rapid development of live e-commerce in China has led to significant contributions to consumption and economic growth, but it is also plagued by issues such as false advertising and poor consumer trust, prompting the need for regulatory measures [1][2]. Group 1: Industry Overview - Live e-commerce retail sales in China reached 4.3 trillion yuan from January to November 2024, contributing 80% of the e-commerce sector's growth [1]. - Complaints related to live commerce reached 402,000 in 2024, marking a 19.3% year-on-year increase, with social media platforms seeing a threefold increase in complaints [1]. Group 2: Regulatory Measures - The newly drafted "Live E-commerce Supervision Management Measures" aims to address long-standing issues in the industry, including false advertising and unclear responsibilities [2]. - The measures establish a systematic responsibility framework for platforms, hosts, and merchants, requiring platforms to implement dynamic verification mechanisms and a tiered management system for high-risk live streams [2][3]. Group 3: Enforcement and Compliance - The regulations propose a blacklist system for violators, allowing for cross-platform restrictions and public disclosure of serious violations on national credit information systems [3]. - The implementation of these measures is expected to enhance regulatory effectiveness and promote a more sustainable and orderly development of the live e-commerce industry [3].

本报记者 矫月 见习记者 梁傲男 6月10日，国家市场监督管理总局（以下简称"市场监管总局"）发布消息称，为加强直播电商监督管理，维护广大消费者 和经营者合法权益，促进直播电商健康发展，市场监管总局在充分调研和广泛征求意见的基础上，会同国家网信办研究起草了 《直播电商监督管理办法（征求意见稿）》（以下简称《办法》），正式向社会公开征求意见。 从《办法》主要内容来看，一是细化直播电商平台经营者的责任和义务；二是明确直播间运营者、直播营销人员服务机 构、直播营销人员的责任和义务；三是强化监督管理手段；四是强调不履行法定义务应当承担的法律责任。 据市场监管总局网监司相关负责人表示，对于直播电商新业态新模式，《办法》坚持监管规范与促进发展并重。在着眼于 促进行业规范健康创新发展的同时，坚持问题导向、有针对性地规范直播电商行业乱象，进一步明确直播电商行业各参与主体 的法定责任和义务，维护广大消费者和经营者合法权益，维护公平竞争的市场秩序。《办法》的制定，将进一步压实平台企业 的主体责任，并通过平台企业向其他主体层层传导合规要求，实现监管效率的最大化。 网经社电子商务研究中心特约研究员陈虎东表示，直播消费是一种比较新型的 ...

6月10日，市场监管总局会同国家网信办研究起草了《直播电商监督管理办法（征求意见稿）》，面向 社会公开征求意见。此次《办法（征求意见稿）》结合直播电商行业特点，关键在于针对直播电商行业 各参与主体设定差异化义务，形成治理合力。这一监管政策出台，或标志着直播电商监管从"事后追 责"转向"事前预防"，重构行业生态。 近年来，直播电商行业发展迅速，已成为我国电商领域的重要力量，但在促进消费、扩大就业的同时， 虚假营销、假冒伪劣等行业乱象逐渐显现。因此，《办法（征求意见稿）》细化了直播电商平台经营者 的责任和义务，针对直播间运营者、主播及服务机构，《办法（征求意见稿）》设立多重规则。 例如，针对直播电商平台，《办法（征求意见稿）》要求平台对直播间运营者、主播服务机构实施协议 管理，明确约定双方权利义务，若平台未履行审核义务导致消费者权益受损，将承担连带赔偿责任。平 台还需建立商品信息发布审核制度，对宣传内容的真实性负责。 这一规定意味着直播平台需切实承担起第一道把关责任，不能再对入驻商家和主播"睁一只眼闭一只 眼"，倒逼平台从流量中介向治理主体转型。《办法（征求意见稿）》的制定，将进一步压实平台企业 的主体责任，并通 ...

Core Viewpoint - The rapid development of the live e-commerce industry has positively impacted consumption and employment, but issues such as false marketing and counterfeit products have emerged, prompting the release of a regulatory draft aimed at enhancing supervision and promoting healthy industry growth [1][3]. Group 1: Industry Growth and Challenges - The live e-commerce sector has seen explosive growth, with the number of enterprises increasing from 3,545 in 2018 to 76,000 in 2024, representing a year-on-year growth of 216.66% [3]. - The transaction scale of live e-commerce is projected to reach 53,256 billion yuan in 2024 [3]. - Despite growth, there are concerns about inadequate responsibility among industry participants, leading to quality issues and consumer rights violations [3]. Group 2: Market Penetration and Competition - The penetration rate of live e-commerce is expected to reach 34.3% in 2024, with a growth rate of 7.52%, indicating a decline in growth momentum [4]. - The industry is transitioning from a "traffic dividend period" to a "stock competition period," emphasizing a shift from scale expansion to quality enhancement [4]. Group 3: Regulatory Framework - The newly proposed regulatory draft consists of seven chapters and 57 articles, clarifying the legal responsibilities of various participants in the live e-commerce ecosystem [5][6]. - Key responsibilities for platform operators include verifying qualifications, managing information disclosure, and ensuring compliance with laws [6]. - The draft also emphasizes the need for live stream operators and marketing personnel to provide accurate information and avoid misleading promotions [6][7]. Group 4: Impact on Stakeholders - The regulatory draft aims to balance supervision and development, ensuring that it does not impose additional burdens on platform operators while enhancing consumer protection [8][9]. - The draft incorporates feedback from various stakeholders and is designed to align with existing laws, promoting compliance and efficiency in regulatory practices [9].