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]

Core Viewpoint - The regulatory authority is intensifying efforts to address issues of false marketing and counterfeit products in the live e-commerce sector, implementing a comprehensive regulatory framework that includes increased frequency and intensity of product quality and food safety inspections [1][2]. Group 1: Regulatory Actions - The State Administration for Market Regulation (SAMR) plans to strengthen the oversight of live e-commerce, focusing on the prominent issues of false marketing and counterfeit goods [2]. - There will be an increase in the frequency and intensity of special inspections related to product quality and food safety in the live e-commerce sector [2]. - A comprehensive regulatory system will be established, involving online detection and offline investigation, as well as online management of offline issues [2][3]. Group 2: Compliance and Accountability - Live e-commerce platforms will be scrutinized for failing to perform due diligence in verifying the qualifications of operators and for not taking action against violations of consumer rights [3]. - The regulatory authority will collaborate with multiple departments to enhance information sharing, risk assessment, and regulatory coordination to tackle challenges in cross-industry and cross-regional oversight [3]. - Local regulatory responsibilities will be reinforced, with a focus on serious cases being escalated for higher-level oversight and coordination [3].

Core Viewpoint - The upcoming "Live E-commerce Supervision Management Measures" aims to address issues such as false marketing and counterfeit products in the live e-commerce sector, protecting consumer and operator rights while promoting healthy industry development [1] Group 1: Industry Issues - Over the past five years, the annual transaction volume of live e-commerce has surged from less than 1 trillion to nearly 5 trillion yuan, leading to significant industry issues [2] - In 2024, complaints and reports related to live e-commerce reached 402,000, a year-on-year increase of 19.3%, highlighting the problems accumulated during rapid industry expansion [2] - False marketing is a prominent issue, with examples including misleading claims about product effectiveness and deceptive sales practices, such as selling fake pearls [2][3] Group 2: Regulatory Framework - The "Measures" will clarify the legal boundaries for platforms, hosts, and agencies, shifting the focus from "traffic-oriented" to "responsibility-oriented" governance [1][4] - The framework consists of seven chapters and fifty-seven articles, detailing the responsibilities of various stakeholders in the live e-commerce ecosystem [4][5] - The measures will enforce stricter responsibilities on platforms, including verification of qualifications, information reporting, and consumer protection [5] Group 3: Enforcement Actions - In 2024, the market regulatory authority, in collaboration with 13 departments, will conduct a special action to combat false advertising and price fraud in live e-commerce, resulting in the investigation of 36,000 internet-related cases [6]

Core Points - The "Live E-commerce Supervision Management Measures" is entering the legal review process and will be officially released soon [1] - The measures clarify the legal responsibilities of live e-commerce platforms, operators, marketers, and service agencies, enhancing supervision and establishing a comprehensive responsibility system [1] - In the first half of the year, China's online retail sales reached 74,295 billion RMB, with live e-commerce playing a significant role, but issues like false marketing and counterfeit products are prevalent [1] - A national platform economy governance standardization technical committee has been established to promote compliance and improve operational quality in the platform economy [1] - The National Market Supervision Administration will focus on problem-oriented approaches to strengthen governance and create a better online trading environment [2]

Core Viewpoint - The State Administration for Market Regulation (SAMR) is set to officially introduce the "Live E-commerce Supervision Management Measures," aiming to enhance regulatory oversight in the live e-commerce sector [1][2]. Group 1: Legislative and Regulatory Framework - The SAMR, in collaboration with the National Internet Information Office, has drafted the "Measures" and is currently in the legal review process, with an official release expected soon [2]. - The "Measures" will clarify the legal responsibilities of various stakeholders in live e-commerce, including platforms, operators, and marketing personnel, while establishing a comprehensive accountability system [2][3]. Group 2: Strengthening Platform Responsibilities - To reinforce the responsibilities of live e-commerce platforms, the SAMR has established a national standardization technical committee to promote compliance and improve operational quality [3]. - The SAMR is advancing the construction of a monitoring system for live e-commerce, focusing on high-risk activities and ensuring timely access to relevant stakeholder information [3]. Group 3: Addressing Violations and Consumer Protection - The SAMR has identified two major issues in the live e-commerce sector: false marketing and counterfeit products, which mislead consumers regarding product quality and origin [4]. - The SAMR plans to adopt a problem-oriented approach to strengthen governance and combat irregularities in live e-commerce, maintaining a high-pressure stance against violations [4]. - A comprehensive regulatory system will be established to integrate online and offline monitoring, ensuring strict enforcement against non-compliance by platforms and operators [4].

Core Points - The State Administration for Market Regulation (SAMR) is set to officially release the "Live E-commerce Supervision Management Measures" to enhance regulation in the live e-commerce sector [1][2] - The measures will clarify the legal responsibilities of various stakeholders in live e-commerce, including platforms, operators, and marketers, and establish a comprehensive regulatory framework [2][3] - The SAMR aims to strengthen the accountability of live e-commerce platforms and promote compliance through the establishment of national standards [3] Group 1: Legislative and Regulatory Framework - The "Live E-commerce Supervision Management Measures" has entered the legal review process and will be officially released soon [2] - The SAMR has initiated the drafting of two national standards: "Basic Requirements for Live E-commerce Platform Services" and "Compliance Data Reporting Standards for Online Transactions" [3] - A comprehensive accountability system will be established to ensure a closed-loop regulatory enforcement mechanism [2] Group 2: Strengthening Platform Responsibilities - The SAMR has formed a national standardization technical committee to enhance compliance levels among platform enterprises [3] - The agency is advancing the construction of a monitoring system for live e-commerce to identify major risks and enhance oversight of high-risk activities [3] - A pilot program for product coding verification has been launched for ten categories of products closely related to public safety [3] Group 3: Combating Illegal Activities - The SAMR has identified two major issues in the live e-commerce sector: false marketing and counterfeit products [4] - The agency will maintain a high-pressure stance against illegal activities and implement an integrated regulatory system for live e-commerce [4] - Platforms failing to fulfill their obligations regarding qualification reviews and consumer protection will face strict investigations and potential legal actions [4]

Core Viewpoint - The regulatory authorities are intensifying enforcement efforts to address issues in the live e-commerce industry, with new regulations and standards being developed to enhance oversight and compliance [1][2][4]. Regulatory Framework - The "Live E-commerce Supervision Management Measures" will be officially released soon, clarifying the legal responsibilities of various stakeholders in the live e-commerce ecosystem [2][3]. - Two national standards, "Basic Requirements for Live E-commerce Platform Services" and "Network Transaction Compliance Data Reporting Standards," have been established and are in the process of being drafted [2][3]. Enforcement Actions - The regulatory body has released multiple typical cases to deter misconduct in the live e-commerce sector, focusing on issues such as false marketing and counterfeit goods [4][5]. - A comprehensive regulatory approach is being implemented, combining administrative guidance, compliance checks, and public exposure of violations to enhance platform accountability [4][5]. Compliance and Monitoring - The regulatory authority is pushing for the establishment of a national platform economy governance standardization technical committee by August 2025 to improve compliance standards [3]. - A real-time monitoring system for live e-commerce activities is being developed to identify and address risks associated with high-risk live broadcasts [3][4]. Collaborative Efforts - There is a strong emphasis on inter-departmental collaboration and regional coordination to tackle regulatory challenges across different sectors and regions [6]. - The regulatory framework aims to create a unified approach to monitoring and managing live e-commerce activities, ensuring effective oversight and accountability [6].

近期，市场监管部门加大监管执法力度，有力有效整治直播电商行业乱象，组织查处了一批典型案 件。 9月23日，市场监管总局网监司副司长刘军卫在直播电商监管专题新闻发布上透露，《直播电商监督管理 办法》（下称《办法》）将于近期出台；《直播电商平台服务管理基本要求》《网络交易合规数据报送规 范》两项国家标准已完成立项，正加快起草制定。 两项国家标准正在制定 当前，直播电商已成为拉动网络消费的重要力量。为破解行业发展中的突出问题，市场监管总局多方面发 力，构建闭环监管格局。 立法立规方面，《办法》近期将正式出台。刘军卫介绍，为维护消费者与经营者合法权益，市场监管总局 会同国家网信办起草该《办法》，今年6月至7月已向社会公开征求意见，目前进入法制审查程序。 加大直播电商领域监管执法力度上，多批典型案例释放"以案促治"震慑效应。刘军卫指出，今年4月、7 月，市场监管总局先后两次集中发布直播电商领域典型案例；7月15日，总局召开专项整治部署推进会， 聚焦侵害群众利益的突出问题再动员再部署。截至目前，已组织指导地方依法查办"大LOGO"虚假营销等 案件，并对成都快购科技有限公司立案调查。 平台责任落实层面，行政指导与标准建设双 ...

Core Points - The State Administration for Market Regulation (SAMR) is set to officially release the "Live E-commerce Supervision Management Measures" to enhance regulatory oversight in the live e-commerce sector [2][3] - The measures will clarify the legal responsibilities of various stakeholders, including platforms, operators, and marketers, and establish a comprehensive accountability system [2][3] - The SAMR aims to strengthen the enforcement of regulations by addressing issues such as false marketing and counterfeit products, ensuring consumer rights protection [4] Group 1: Legislative Developments - The "Live E-commerce Supervision Management Measures" has entered the legal review process and is expected to be published soon [2] - Two national standards, "Basic Requirements for Live E-commerce Platform Services" and "Compliance Data Reporting Standards for Online Transactions," have been initiated and are being drafted [3] Group 2: Regulatory Framework - The SAMR is promoting a transparent regulatory system for live e-commerce, including the establishment of a monitoring system to identify high-risk activities [3] - A national platform economy governance standardization technical committee has been established to unify standards and enhance compliance among platform enterprises [3] Group 3: Enforcement Actions - The SAMR has identified two major issues in the live e-commerce sector: false marketing and counterfeit goods, and is committed to a comprehensive crackdown on these practices [4] - A robust integrated regulatory system will be implemented to address violations by operators, hosts, and merchants on platforms [4] Group 4: Inter-agency Collaboration - The SAMR plans to enhance inter-departmental cooperation and regional collaboration to tackle regulatory challenges across industries and regions [5]

陶爱莲表示，按照综合监管一件事的要求，上海积极构建网络直播营销跨部门综合监管机制，牵头会同 网信、商务、公安、税务、通信管理等部门开展网络直播营销跨部门综合监管改革，梳理汇总16大类综 合监管事项，着力通过加强数据互联共享、监管执法联动等方式深化直播电商领域的监管协作。9月 起，陆续对上海重点直播电商平台、直播间运营者开展跨部门联合检查。 在市场监管总局9月23日举行的新闻发布会上，上海市市场监管局二级巡视员陶爱莲介绍，近年来，直 播电商行业发展迅速，但也出现了虚假营销等问题。上海市场监管部门持续加大直播电商监测监管力 度，严厉打击虚假营销等违法违规行为，着力促进直播行业规范健康发展。今年以来共查办直播相关案 件50件。 为加强直播电商平台主体责任落实，上海市市场监管局在整合平台主体数据、投诉举报、舆情反映、日 常监管等信息数据的基础上，围绕商户资质核验、内容审核等社会关注的重点方面，对上海主要直播电 商平台定期开展"体检式监测"，根据监测发现的问题制发行政指导书，"一对一"指导平台针对性整改问 题。截至目前，共指导直播电商平台整改49项风险问题。(经济日报记者李思雨) ...