人民财讯9月23日电，9月23日上午，市场监管总局召开直播电商监管专题新闻发布会。市场监管总局网 监司副司长刘军卫表示，为了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，市场监管总局会同国家网信办起草了《直播电商监督管理办法》。该《办法》今年6月至7 月向社会公开征求意见，目前已进入法制审查程序，近期将正式发布出台。《办法》进一步明确直播电 商平台、直播间运营者、直播营销人员及其服务机构等主体的法律责任，强化了监督管理手段，明确了 监管部门与平台之间的联动处置机制，构建全链条责任体系，形成监管执法闭环。 ...

市场监管总局今天（23日）召开新闻发布会介绍，今年上半年，全国网上零售额74295亿元，同比增长 8.5%，直播电商在其中发挥了重要作用。但从市场监管总局掌握的实际情况和发布的几批案例分析， 直播电商领域当前两类问题相对突出： 一是虚假营销。一些直播间运营者和主播对商品或服务的经营主体以及性能、功能、质量、来源、曾获 荣誉、资格资质、销售情况、交易信息、经营数据、用户评价等作虚假或者引人误解的商业宣传，欺 骗、误导消费者。 二是假冒伪劣。一些直播间和平台内商家推销和销售掺杂、掺假，以假充真、以次充好，侵犯注册商标 专用权的商品，损害消费者和其他经营者合法权益。 （文章来源：央视新闻） 本次集中发布的典型案例主要涉及上述违法类型。 市场监管总局表示，下一步，将坚持问题导向，强化综合治理。综合运用合规指导、行政约谈、行政处 罚、媒体曝光等手段，指导督促直播电商平台企业加强合规管理制度机制建设，完善内部合规体系，提 升合规管理能力和水平。加大对直播电商领域产品质量、食品安全专项抽查抽检频次和力度，并关联对 应的平台企业向社会公示。 ...

Core Viewpoint - The State Administration for Market Regulation has initiated an investigation into Chengdu Kuaigou Technology Co., Ltd., a subsidiary of Kuaishou, focusing on issues of "false marketing and counterfeit goods" in the live e-commerce sector [1][3]. Group 1: Company Overview - Chengdu Kuaigou, established in 2019, is a wholly-owned subsidiary of Kuaishou, primarily responsible for the e-commerce business "Kuaishou Xiaodian" [1]. - The company has stated that all its business operations are currently running normally [4]. Group 2: Regulatory Environment - The live e-commerce industry has become a significant segment of the e-commerce landscape, with 597 million users projected by December 2024, accounting for 54.7% of internet users [4]. - The National Market Supervision Administration has reported a 19.3% year-on-year increase in complaints related to live commerce, totaling 402,000 cases in 2024, with "false marketing and counterfeit goods" being the core issues [4]. Group 3: Regulatory Actions and Future Directions - The investigation aims to enforce platform responsibilities and protect consumer rights, as well as to enhance compliance within the live e-commerce industry [3][5]. - The National Market Supervision Administration is drafting the "Live E-commerce Supervision Management Measures (Draft for Comments)," which will clarify the responsibilities of platform operators in areas such as compliance, identity verification, and data reporting [4][5].

Core Viewpoint - The State Administration for Market Regulation has initiated an investigation into Chengdu KuaiGou Technology Co., Ltd. for suspected violations of the E-commerce Law of the People's Republic of China, highlighting the regulatory scrutiny in the live e-commerce sector [2][3]. Company Summary - Chengdu KuaiGou, established in October 2019, is a wholly-owned subsidiary of Kuaishou Technology, primarily operating the e-commerce platform "Kuaishou Xiaodian" [2]. - The company provides services such as product listing, transaction management, and traffic conversion for merchants, playing a crucial role in Kuaishou's e-commerce ecosystem [2]. - As of 2024, Chengdu KuaiGou has 773 insured employees and its business scope includes technology services, advertising, and computer system services [2]. Industry Summary - The live e-commerce sector is recognized as a significant part of the platform economy, contributing to innovation, consumption, and employment [3]. - The market regulator emphasizes the need for improved compliance in the live e-commerce industry due to prevalent issues such as false marketing and counterfeit products [3]. - The investigation into Chengdu KuaiGou aims to enforce platform responsibilities and protect the rights of consumers and small businesses, promoting higher compliance standards in the industry [3][4].

市场监管总局表示，直播电商作为平台经济的重要组成部分，在推动创新、促进消费、扩大就业等方面 发挥了重要作用。但由于参与交易主体类型多元，法律关系复杂，责任落实不到位，直播电商行业乱象 多发，虚假营销、假冒伪劣等违法违规行为屡禁不止，社会各界对此反映强烈。 据悉，市场监管总局坚持问题导向，健全直播电商监管制度，依法严厉打击直播电商领域违法违规行 为，组织查办了一批重大违法案件，曝光了一批典型案例，充分发挥以案促改作用。 市场监管总局表示，此举是为了进一步压实电商平台主体责任，更好地保护广大消费者和中小微商家合 法权益，推动直播电商行业提升合规水平。下一步，市场监管总局将严格依照《电子商务法》等法律规 定公平公正推进案件调查，调查结果将及时向社会公布。 根据天眼查信息，北京快手科技有限公司以5000万元认缴出资额，对成都快购科技有限公司持股 100%。 南都讯 记者黄莉玲 9月18日，市场监管总局在官网宣布，根据前期核查，依法对成都快购科技有限公司 涉嫌违反《中华人民共和国电子商务法》等法律法规的行为立案调查。 ...

Core Viewpoint - The company "Three Sheep" has resumed live streaming with its hosts after a period of suspension due to regulatory issues related to false advertising of a mooncake brand. The hosts are now promoting self-owned products from their new app "Xiao Yang Selection" [1][8][11]. Group 1: Resumption of Live Streaming - On September 15, several hosts from "Three Sheep" resumed live streaming, primarily to engage with their audience rather than focus on sales [1]. - The live stream by host "Zui Ge" attracted over 2.47 million viewers, generating sales between 250,000 to 500,000 yuan [3]. Group 2: Regulatory Background - Last year, "Three Sheep" faced backlash for promoting a mooncake brand falsely claimed to be from Hong Kong, leading to a joint investigation by local authorities [5][7]. - The company was fined 68.95 million yuan and compensated consumers 27.78 million yuan, after which it was deemed eligible to resume operations [7]. Group 3: New Business Model - Following the regulatory issues, "Three Sheep" launched its self-operated app "Xiao Yang Selection," which requires a 99 yuan annual membership fee and offers various product categories [8][11]. - The company aims to ensure product quality and expand shopping options while continuing to engage in live streaming on platforms like Douyin [11]. Group 4: Industry Context - The live commerce industry is facing increased scrutiny, with a reported 402,000 complaints in 2024, marking a 19% increase from the previous year [13]. - The regulatory environment is shifting from individual penalties to broader industry warnings, emphasizing the need for quality and integrity among hosts and companies [13].

直播行业乱象层出不穷。 近日，上海市场监管部门通报了一批电商虚假营销案例，这是上海首次针对奢侈品直播带货中 涉嫌售假的行为作出公开处置。上海妃鱼网络科技有限公司杭州第二分公司（以下简称"当事 人"）因在直播带货中采用虚假抢购方式进行虚假营销，被处以罚款20万元。 据通报，当事人主要通过其在电商平台运营的店铺和账号从事直播营销，实际经营场所位于上 海市宝山区。2024年1月11日，当事人在某平台直播中，推出一款红色"香奈儿"箱包，售价 7999元，并要求消费者按付款顺序抢拍。 1月12日，当事人通过伪造页面信息的方式，告知唯一成功抢拍的消费者并未实际抢拍成功， 多次要求其退款。平台协查确认该消费者为唯一有效购买人。监管部门认定，该行为违反《网 络交易监督管理办法》第十四条第二款第三项的规定，构成虚假营销。 记者丨 陶力 实习生蒋雨彤 编辑丨骆一帆 公开资料显示，二手奢侈品直播电商渠道品牌妃鱼成立于2016年，曾在2021年获得近3000万 美元B轮融资，由五岳资本N5Capital和某美元基金联合领投，君联资本、经纬中国、晨晖创投 等老股东加码跟投。 近年来，随着互联网经济的不断发展，直播带货作为新型电商模式呈 ...

据通报，当事人主要通过其在电商平台运营的店铺和账号从事直播营销，实际经营场所位于上海市宝山 区。2024年1月11日，当事人在某平台直播中，推出一款红色"香奈儿"箱包，售价7999元，并要求消费 者按付款顺序抢拍。 1月12日，当事人通过伪造页面信息的方式，告知唯一成功抢拍的消费者并未实际抢拍成功，多次要求 其退款。平台协查确认该消费者为唯一有效购买人。监管部门认定，该行为违反《网络交易监督管理办 法》第十四条第二款第三项的规定，构成虚假营销。 2025年1月，宝山区市场监管局依据《网络交易监督管理办法》第四十三条及《中华人民共和国反不正 当竞争法》第二十条第一款，责令当事人停止违法行为，并处以20万元罚款。 监管与合规显得尤为关键。 直播行业乱象层出不穷。 近日，上海市场监管部门通报了一批电商虚假营销案例，这是上海首次针对奢侈品直播带货中涉嫌售假 的行为作出公开处置。上海妃鱼网络科技有限公司杭州第二分公司（以下简称"当事人"）因在直播带货 中采用虚假抢购方式进行虚假营销，被处以罚款20万元。 妃鱼品牌负责人方承向21世纪经济报道记者回应称，这件事发生在去年1月，是当时相关运营团队的私 下违规操作，并未报备公 ...

Core Viewpoint - The State Council's news office emphasizes the overall stability of food safety in China during the "14th Five-Year Plan" period, highlighting the importance of comprehensive regulation to prevent various risks [1] Group 1: Regulatory Measures - The market regulatory authority is enhancing all-chain supervision and strict licensing to ensure food safety [1] - Continuous high compliance rates for grain processing, meat, and dairy products have been reported over the years [1] Group 2: New Consumption Scenarios - The rapid development of platform economy has led to new consumption scenarios such as online shopping, food delivery, and live streaming sales, prompting the need for stricter compliance guidance for platform enterprises [1] - Special inspections are being intensified to address issues like "ghost deliveries" and false claims in the market [1] Group 3: Future Regulations - The market regulatory authority is in the process of formulating regulations for live e-commerce and online sales to clarify food safety responsibilities among various stakeholders [1] - The aim is to maintain consumer convenience while promptly addressing new risk factors [1]

Core Viewpoint - The implementation of AI technology in live commerce regulation is transforming the industry, enhancing compliance and operational efficiency while addressing regulatory challenges. Group 1: AI in Live Commerce Regulation - The "Live Commerce Full Process Smart Supervision System" launched in Shanghai's Changning District has monitored over 2,000 live sessions and identified more than 160 illegal clues within six months of operation [1] - The system utilizes generative large language model technology to conduct real-time monitoring across various platforms such as Douyin, Kuaishou, Taobao, Pinduoduo, and Xiaohongshu [1] - AI technology is becoming a key variable in driving transformation in the live commerce industry, improving efficiency and quality in core processes like product selection, data analysis, and compliance review [2] Group 2: Compliance and Efficiency Enhancements - The "Lingke System" developed by Qianxun Holdings integrates with national enterprise credit systems to enhance compliance checks during product selection, significantly shortening compliance review cycles [3] - AI has improved the efficiency of creating live broadcast scripts from 20-30 minutes to just 3 minutes, achieving nearly a tenfold increase in productivity while ensuring compliance by automatically filtering prohibited content [3] - The "Pengyou Cloud" platform has integrated the DeepSeek model to automate compliance checks across three dimensions: business qualifications, brand authorization, and product information, resulting in over a 30% increase in compliance rates [4] Group 3: Regulatory Framework and Future Developments - The National Market Supervision Administration has proposed a regulatory framework for live commerce, introducing a "blacklist" system and cross-platform constraints to address issues like false marketing and counterfeit goods [4][5] - The new regulations provide clear legal boundaries for innovative business models such as AI-driven live streaming and virtual hosts, promoting sustainable and high-quality development in the industry [5]