舒玲敏表示，经过一年的直播电商专项治理，直播电商行业乱象得到初步遏制。今年市场监管总局将进一步加强直播电商行业常态化监管，进一步压实平 台"守门人"责任。结合《直播电商监督管理办法》实施，督促直播电商平台经营者严格履行资质核验、信息报送、培训机制、分级分类管理、信用评价、 违法处置、动态管控、信息公示、消费者权益保护、投诉机制等方面的法定义务。制定出台直播电商平台服务管理国家标准，进一步细化和规范平台经营 者的责任。 "今年将以直播电商为重点，开展网络交易平台落实入驻商家核验登记义务专项行动，对平台履行资质核验、信息公示、定期更新等法定义务的情况进行 摸排；对商家资质证照、实际经营地址等信息的真实性进行核查。"舒玲敏表示，将指导各地市场监管部门用好流量监管等新型监管工具，在依法对直播 间运营者、直播营销人员、直播营销人员服务机构作出行政处罚的同时，依据《直播电商监督管理办法》有关规定，将违法情况通报直播电商平台经营 者，及时采取限制流量、暂停直播、限期停播等处置措施，防止其通过违法行为获利，从源头上提高违法成本，对违法主体形成有力震慑。（经济日报记 者 李思雨） 1月30日，市场监管总局召开直播电商监管专题新 ...

本报讯（记者张楠）昨天，市场监管总局集中发布第五批直播电商领域典型案例。近期，市场监管总局 依法查处成都快购科技有限公司违法案，对当事人作出罚没2669.29万元的行政处罚。 市场监管总局网监司副司长舒玲敏表示，2025年，市场监管部门对直播电商领域存在的虚假营销、假冒 伪劣等突出问题始终保持高压态势。指导山西、福建等地市场监管部门依法查办"太原老葛""大 LOGO"等头部主播虚假宣传案件。 舒玲敏表示，新的一年，市场监管总局将制定出台直播电商平台服务管理国家标准。持续加大直播电商 领域执法力度，综合运用提级管辖、指定管辖、跨区域指挥调度等手段，组织查办一批重大典型案件。 推动"一案三查"，对发现的违法行为，同时核查商家、主播、平台三方责任。针对假冒伪劣、虚假营销 等较为突出的问题，会同相关部门联合开展直播电商专项治理。 ...

Group 1 - New regulations on agricultural products will require a "Quality Assurance Certificate" for fruits, vegetables, poultry, and other specified products starting February 1, 2026 [1][5] - The new "Live E-commerce Supervision Management Measures" will include regulations for AI-generated avatars in live e-commerce, mandating identification and continuous consumer notifications [1][5] - The "Regulations on Cash Payment and Services" will prohibit the refusal of cash payments, ensuring that cash remains a viable payment option [2][5] Group 2 - The "National Reading Promotion Regulations" aim to enhance reading culture and improve the moral and cultural literacy of the population, with a focus on supporting underprivileged areas [2][3] - The "Unified Social Credit Code Management Measures" will provide organizations with a unique, lifelong identification code to improve the accuracy of organizational identification and enhance the social credit system [3]

近期，市场监管总局依法查处成都快购科技有限公司违法案，在案件查处过程中，坚持依法行政，做到 事实清楚、证据确凿、定性准确、过罚相当，对当事人作出罚没2669.29万元的行政处罚。指导山西、 福建等地市场监管部门依法查办"太原老葛""大LOGO"等头部主播虚假宣传案件，充分发挥以查促改、 以案促治的震慑作用。 2025年，市场监管总局会同国家网信办制定出台《直播电商监督管理办法》，《办法》将于2月1日起施 行。1月30日下午，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舒玲敏表示，市场监管部门坚持监管为民，对直播电商领域存在的虚假营 销、假冒伪劣等突出问题，始终保持"零容忍"。 21世纪经济报道记者章驰 ...

Group 1: Agricultural Product Management - The "Commitment to Quality Certificate" management for agricultural products, including fruits and vegetables, will be implemented starting February 1. This certificate ensures that the products have not used banned pesticides or veterinary drugs and that the residues of allowed substances are within limits [1] - The management method specifies that vegetables (including cultivated edible fungi), fruits, fresh tea leaves, livestock, poultry, eggs, aquaculture products, and other products designated by the Ministry of Agriculture and Rural Affairs must comply with this certification [1] Group 2: Live E-commerce Regulation - The "Live E-commerce Supervision Management Measures" will also take effect on February 1, incorporating AI-generated content, such as digital anchors, into the regulatory framework. This aims to prevent the misuse of new technologies for generating or spreading false information [2] - The measures require that any AI-generated images or videos used in live e-commerce activities must be clearly labeled and continuously inform consumers [2] Group 3: Cash Payment Regulations - The "Regulations on Cash Payment and Services" will be enforced from February 1, prohibiting the refusal of cash payments except in legally mandated situations. It also forbids encouraging or inducing others to refuse cash [3] - Businesses supporting cash payments must maintain reasonable change availability and ensure conditions for smooth cash transactions [3] Group 4: National Reading Promotion - The "National Reading Promotion Regulations" will be effective from February 1, focusing on enhancing reading accessibility, especially in rural, revolutionary, ethnic, border, and underdeveloped areas [4] - The regulations emphasize support for reading among minors, disabled individuals, and the elderly, including providing suitable reading materials and establishing reading courses [4] Group 5: Unified Social Credit Code - The "Unified Social Credit Code Management Measures" will be implemented on February 1, providing organizations with a unique, permanent identification code for accurate identification and tracking across the country [5] - This initiative aims to strengthen the social credit system and enhance market regulation [5] Group 6: Administrative Law Enforcement Supervision - The "Administrative Law Enforcement Supervision Regulations" will take effect on February 1, emphasizing a balanced approach to supervision, prevention, and correction of administrative law enforcement issues [6] - The regulations will enhance the management of administrative enforcement personnel and monitor for illegal practices such as arbitrary fines and inspections [6]

Group 1 - The new regulations on cash payments and services will take effect on February 1, prohibiting refusal of cash payments and any discriminatory measures against cash transactions [1] - The live commerce supervision regulations will also be implemented on February 1, which includes oversight of AI-generated content in live commerce activities, holding operators accountable for any violations [3] - The management measures for agricultural product quality safety commitment certificates will be enforced starting February 1, requiring certification for various agricultural products to ensure they meet safety standards [5] Group 2 - The online trading platform rules will come into effect on February 1, preventing platforms from imposing mandatory refund policies or forcing merchants to adopt unnecessary value-added services [7] - The administrative law enforcement supervision regulations will be enacted on February 1, focusing on the management of law enforcement personnel and monitoring for illegal practices [9] - The national standard for community comprehensive disaster reduction public information signs will be implemented on February 1, covering various types of disaster warning and evacuation signs [12] Group 3 - The promotion of national reading regulations will take effect on February 1, designating the fourth week of April as National Reading Activity Week and emphasizing support for reading in underdeveloped areas [10] - Starting February 1, Beijing will no longer provide paper invoices for toll roads, transitioning entirely to electronic invoices to enhance efficiency and optimize public services [14]

合规不是终点，而是健康增长的起点。 近日，国家市场监督管理总局联合国家网信办正式发布了《网络交易平台规则监督管理办法》 （ 以 下 简 称 《 平 台 监 管 办 法 》 ） 和 《 直 播 电 商 监 督 管 理 办 法 》 （ 以 下 简 称 《 直 播 电 商 办 法》），两项规章均自2 0 2 6年2月1日起同步施行。 " 我理解更多是合规升级。 " 缙嘉集团渠道销售总监王子雄 在 接 受 《 FBe a u t y 未 来 迹 》 的 采 访时，如此概括新规对行业的核心影响。这一判断也点明了新阶段的本质：规则在升级，竞争 的门槛也在同步升级。 2 0 2 5年，直播电商逐步迈入"精耕细作"的成熟阶段。商务部数据显示，其市场规模将突破7万 亿元，占据线上零售总额的3 5%以上。而对于本就高度线上化的美妆行业，直播更是核心的增 长引擎。在抖音等核心平台，店铺自播的贡献率已经稳定在5 2%以上。 然而，规模扩大往往伴随着乱象滋生。从"AI明星"换脸直播到成分功效的科学玄学，从价格 圈套到资质存疑的产品，美妆直播在创造商业奇迹的同时，也不乏因责任模糊、规则缺失而陷 入信任危机的案例。 在此背景下，将于2月1 ...

中国加快推进直播电商平台服务管理国家标准研制 中新网北京1月30日电 (记者 刘亮)记者30日从新闻发布会上获悉，中国市场监管部门正加快推进直播电 商平台服务管理国家标准研制，通过统一明确的技术规范和操作指引，引领行业有序发展。 中国国家市场监管总局当天召开直播电商监管专题新闻发布会，通报市场监管部门2025年在加强直播电 商监管方面开展的主要工作。 国家市场监管总局网监司副司长舒玲敏在会上通报，2025年市场监管部门对直播电商领域存在的虚假营 销、假冒伪劣等突出问题始终保持高压态势。指导山西、福建等地市场监管部门依法查办"太原老 葛""大LOGO"等头部主播虚假宣传案件，充分发挥以查促改、以案促治的震慑作用。 近期，国家市场监管总局还依法查处快手电商平台运营主体成都快购科技有限公司违法案，在案件查处 过程中，市场监管部门坚持依法行政，做到事实清楚、证据确凿、定性准确、过罚相当，对当事人作出 罚没2669.29万元人民币的行政处罚。 舒玲敏称，此案是在平台经济领域综合运用《电子商务法》等多部法律查处违法行为的典型案件，对促 进平台企业合规经营，保护广大经营者和消费者合法权益，推动直播电商行业创新健康发展具有积 ...

市场监管总局网监司副司长舒玲敏介绍，《办法》创新性地将"流量监管"等手段纳入监管工具箱。市场 监管总局将在依法对直播间运营者、直播营销人员、直播营销人员服务机构作出行政处罚的同时，依据 《直播电商监督管理办法》有关规定，将违法情况通报直播电商平台经营者，及时采取限制流量、暂停 直播、限期停播等处置措施，防止其通过违法行为获利，从源头上提高违法成本，对违法主体形成有力 震慑。 2025年，市场监管总局会同国家网信办制定出台《直播电商监督管理办法》，《办法》将于2月1日起施 行。1月30日下午，市场监管总局召开直播电商监管专题新闻发布会。 21世纪经济报道记者章驰 ...

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].