Core Viewpoint - The State Administration for Market Regulation has released a draft regulation for live e-commerce, aiming to clarify the responsibilities of various parties involved and enhance compliance requirements to improve regulatory efficiency [1][6]. Group 1: Responsibilities and Obligations - The draft regulation specifies the responsibilities of live stream operators, requiring them to clearly indicate comparison prices, actual sales prices, discount amounts, and avoid misleading advertising [3][4]. - Live stream operators using AI-generated images or videos must prominently label these as AI-generated to distinguish them from real individuals [3][4]. - E-commerce platforms are required to display the registration details of live marketing personnel prominently on their pages [4][6]. Group 2: Compliance and Enforcement - The regulation emphasizes legal consequences for non-compliance, detailing specific violations and enhancing the applicability of existing laws such as the E-commerce Law and Anti-Unfair Competition Law [5]. - In 2024, complaints related to live commerce increased by 19.3%, highlighting ongoing consumer issues in the sector [5]. - The regulation mandates credit supervision of various stakeholders in the live e-commerce ecosystem, with serious violations leading to joint penalties [5][6]. Group 3: Industry Self-Regulation - Platforms like Douyin have begun self-regulation, banning deceptive practices such as using AI avatars to impersonate real live streams, resulting in significant account suspensions and removals [6]. - The regulation aims to enforce the primary responsibility of e-commerce platforms, enhancing compliance management and transmitting regulatory pressure throughout the industry [6].

Core Viewpoint - The Market Regulatory Administration has released a draft for public consultation on the "Live E-commerce Supervision Management Measures," aiming to clarify the responsibilities and obligations of various stakeholders in the live e-commerce industry, thereby enhancing regulation and promoting healthy development of the sector [1][3][9]. Group 1: Regulatory Framework - The draft specifies the legal responsibilities of live e-commerce platform operators, live room operators, service agencies for live marketing personnel, and the marketing personnel themselves, to strengthen regular supervision of the industry [1][3]. - The draft emphasizes that it will not increase the burden on relevant parties, aligning with higher laws and the characteristics of the live e-commerce industry [1][5][9]. Group 2: Industry Growth and Trends - The "2024 China Live E-commerce Market Data Report" indicates that the transaction scale of live e-commerce will reach 53,256 billion yuan in 2024, although the growth rate has significantly declined from over 589% in 2018 to 8.31% [1][6][8]. - The decline in growth rate signifies a transition from a "traffic dividend period" to a "stock competition period," indicating a shift from "scale expansion" to "quality upgrade" in the industry [1][8]. Group 3: Responsibilities of Stakeholders - The draft outlines specific responsibilities for live e-commerce platform operators, including the establishment of rules for platform agreements, identity verification, and quality control of products and services [3][4]. - Live room operators are required to implement systems for reviewing product information and ensuring accurate marketing without misleading consumers [4][9]. Group 4: Legal Compliance and Enforcement - The draft mandates that live e-commerce platforms must cooperate with regulatory authorities in addressing violations and emphasizes the legal responsibilities for non-compliance [9][10]. - It incorporates existing laws such as the "E-commerce Law" and "Anti-Unfair Competition Law" to enhance the enforceability and specificity of the regulations [9][10].

细化电商平台、直播间经营者等相关主体责任 近年来，直播电商行业发展迅速，在促进消费、扩大就业等方面发挥了积极作用。直播电商行业在快速发展的同时，虚假营销、假冒伪劣等乱象逐渐显现。 直播电商行业相关主体责任落实不到位，一些平台对直播带货商家资质和商品质量审核不严，一些商家和主播及相关机构质量意识淡薄，重营销、轻质量，重成 交、轻售后，追逐短期利益，损害了广大消费者合法权益，影响了直播电商行业规范健康发展。 6月10日，市场监管总局就《直播电商监督管理办法（征求意见稿）》（下称《办法》）面向社会公开征求意见。 《办法》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，促进直播电商行 业健康发展。市场监管总局有关负责人表示，《办法》符合上位法要求，符合直播电商行业特点，不会增加相关主体负担。 《2024年中国直播电商市场数据报告》显示，2024年直播电商交易规模达到53256亿元，与此同时，增速出现明显下滑。业内人士认为，这标志着行业从"流量红利 期"进入"存量竞争期"，将推动行业从"规模扩张"转向"质量升级"。 《办法》细化了直播电商平台经营者 ...

例如，直播电商行业相关主体责任落实不到位，一些平台对直播带货商家资质和商品质量审核不严，一些 商家和主播及相关机构质量意识淡薄，重营销、轻质量，重成交、轻售后，追逐短期利益，损害了广大消 费者合法权益，影响了直播电商行业规范健康发展。 可以看到，《办法》细化了直播电商平台经营者的责任和义务。具体而言，《办法》明确直播电商平台经 营者在违规处置、资质核验、信息报送、培训机制、分级管理、动态管控、信息公示等方面的责任。要求 平台经营者建立健全平台协议规则，加强对直播间运营者、直播营销人员服务机构、直播营销人员的身份 认证和资质审核，强化对违法违规行为的处置，依法依规报送数据信息，积极协助消费者维权，进一步压 实平台企业的主体责任。 南都讯 记者黄莉玲 6月10日国家市场监管总局官网消息，为加强直播电商监督管理，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《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。征求意见的截止日期为2025年7月10日。 《办法》分总则、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、监督管 理、法律责任、 ...

这位负责人介绍，对于直播电商新业态新模式，征求意见稿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。 征求意见稿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。 新华社北京6月10日电 题：直播电商如何加强监管？市场监管总局回应社会关切 新华社记者赵文君 市场监管总局10日发布《直播电商监督管理办法（征求意见稿）》，向社会公开征求意见。制定这一办 法的主要考虑是什么？如何规范直播电商行业乱象，营造良好的网络交易环境和消费环境？市场监管总 局网监司相关负责人进行了回应。 近年来，直播电商行业发展迅速，在促进消费、扩大就业等方面发挥了积极作用，同时虚假营销、假冒 伪劣等乱象逐渐显现。直播电商行业相关主体责任落实不到位，一些平台对直播带货商家资质和商品质 量审核不严，一些商家和主播及相关机构质量意识淡薄，重营销、轻质量，重 ...

Core Viewpoint - The article discusses the newly proposed regulations for live e-commerce in China, aimed at enhancing supervision and management to protect consumer rights and promote healthy development in the industry [1][2]. Summary by Sections General Principles - The regulations, titled "Live E-commerce Supervision and Management Measures (Draft for Comments)," consist of seven chapters and fifty-seven articles, focusing on the responsibilities of various stakeholders in the live e-commerce ecosystem [2]. Responsibilities of Live E-commerce Platforms - The regulations specify the responsibilities and obligations of live e-commerce platform operators, including handling violations, verifying qualifications, reporting information, and establishing training mechanisms. Platforms must enhance identity verification and qualification audits for operators and marketers, and actively assist consumers in protecting their rights [2][3]. Responsibilities of Live Room Operators and Marketers - The regulations emphasize the responsibilities of live room operators and marketing personnel, requiring them to establish systems for reviewing product information, publicizing information, and verifying identities. They are prohibited from making false or misleading commercial promotions and must provide accurate and comprehensive product information to consumers [3][4]. Strengthening Supervision and Management - The regulations outline the supervisory measures applicable to live e-commerce activities, including jurisdiction, collaborative regulation, supervision, credit monitoring, and corrective actions. Market supervision and internet information departments are empowered to investigate violations and require platform operators to take corrective measures [3][4]. Legal Responsibilities for Non-compliance - The regulations detail the legal responsibilities for failing to fulfill obligations, specifying various scenarios that may lead to penalties under existing laws such as the E-commerce Law, Anti-Unfair Competition Law, Advertising Law, and Price Law. This enhances the operability and specificity of the regulations [4].

新华社北京6月10日电（记者赵文君）市场监管总局10日发布《直播电商监督管理办法（征求意见 稿）》，向社会公开征求意见。 据介绍，征求意见稿由市场监管总局会同国家网信办研究起草，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。 征求意见稿强调了不履行法定义务应当承担的法律责任，细化了不履行法定义务的相关具体情形，通过 适用电子商务法、反不正当竞争法等相关法律法规规章或者新设处罚条款，明确了处罚依据，增加了可 操作性和针对性。 下一步，市场监管总局将根据社会公开征求意见反馈情况完善相关内容，尽快出台实施直播电商监督管 理办法，进一步健全直播电商常态化监管制度，推动直播电商健康发展。（完） 征求意见稿细化了直播电商平台经营者的责任和义务，明确了直播电商平台经营者在违规处置、资质核 验、信息报送、培训机制、分级管理、动态管控、信息公示等方面的责任。要求平台经营者建立健全平 台协议规则，加强对直播间运营者、直播营销人员服务机构、直播营销人员的身份认证和资质审核，强 化对违法违规行为的处置，依法依规报送数据信息，积极协助消费者维权，进一步压实平台企业的主体 责任。 征求意见稿明确了直播 ...

市场监管总局就《直播电商监督管理办法（征求意见稿）》公开征求意见。《办法》明确了直播电商平 台经营者在违规处置、资质核验、信息报送、培训机制、分级管理、动态管控、信息公示等方面的责 任。要求平台经营者建立健全平台协议规则，加强对直播间运营者、直播营销人员服务机构、直播营销 人员的身份认证和资质审核，强化对违法违规行为的处置，依法依规报送数据信息，积极协助消费者维 权，进一步压实平台企业的主体责任。 ...

市场监管总局就《直播电商监督管理办法（征求意见稿）》公开征求意见。《办法》强化直播间运营者 责任，要求直播间运营者建立健全商品或者服务信息发布审核、信息公示、身份核验等制度，不得作虚 假或者引人误解的商业宣传。规范直播营销人员服务机构行为，要求加强对直播营销人员的管理，建立 健全直播营销人员培训、直播选品、直播纠错等制度。要求直播营销人员真实、准确、全面地介绍商品 或者服务，不得欺骗、误导消费者。 ...

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》），今日正式向社会公开征求意见。 《办法》分总则、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、监督 管理、法律责任、附则等七章，共五十七条。主要内容如下： 一是细化了直播电商平台经营者的责任和义务。《办法》明确了直播电商平台经营者在违规处置、资质 核验、信息报送、培训机制、分级管理、动态管控、信息公示等方面的责任。要求平台经营者建立健全 平台协议规则，加强对直播间运营者、直播营销人员服务机构、直播营销人员的身份认证和资质审核， 强化对违法违规行为的处置，依法依规报送数据信息，积极协助消费者维权，进一步压实平台企业的主 体责任。 二是明确了直播间运营者、直播营销人员服务机构、直播营销人员的责任和义务。《办法》强化直播间 运营者责任，要求直播间运营者建立健全商品或者服务信息发布审核、信息公示、身份核验等制度，不 得作虚假或者引人误解的商业宣传。规范直播营销人员服务机构行为，要求加强对 ...