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]

Core Viewpoint - The State Administration for Market Regulation (SAMR) is drafting a new regulation aimed at strengthening the supervision of live e-commerce, addressing issues such as false marketing and ensuring consumer rights [1][2]. Group 1: Regulatory Framework - The new regulation, titled "Live E-commerce Supervision Management Measures (Draft for Comments)," aims to clarify the legal responsibilities of various stakeholders in the live e-commerce ecosystem, including platform operators, live streamers, and marketing personnel [1][2]. - The regulation emphasizes a balanced approach between regulatory compliance and promoting industry development, focusing on problem-oriented measures to address existing issues in the live e-commerce sector [2][3]. Group 2: Responsibilities of Platform Operators - The regulation outlines specific responsibilities for platform operators, including compliance with verification, information reporting, and training mechanisms, to enhance accountability and consumer protection [3][4]. - It aims to establish a collaborative governance model that includes not only platform operators but also live streamers and service agencies, addressing the complexities and risks associated with the live e-commerce model [3]. Group 3: Implementation and Impact - The SAMR assures that the new regulation will not impose additional burdens on stakeholders, as it aligns with existing laws such as the E-commerce Law and Consumer Rights Protection Law [4]. - The regulation will incorporate a blacklist system for non-compliant entities, which is already a common practice among live e-commerce platforms [4][5].

Core Viewpoint - The draft regulation on live e-commerce aims to clarify the responsibilities and obligations of platform operators, enhancing supervision to protect consumer rights and promote healthy industry development [1][2][5]. Group 1: Responsibilities and Obligations - The draft specifies the responsibilities of live e-commerce platform operators in areas such as violation handling, qualification verification, information reporting, training mechanisms, hierarchical management, dynamic control, and information disclosure [1][5]. - Platform operators are required to establish comprehensive platform agreement rules, strengthen identity verification and qualification audits for live stream operators and marketing personnel, and enhance the handling of illegal activities [1][5][6]. Group 2: Industry Challenges and Regulatory Approach - The rapid growth of the live e-commerce industry has led to issues such as false marketing and counterfeit products, primarily due to inadequate responsibility enforcement among industry participants [2][3]. - The draft aims to implement the Electronic Commerce Law and other regulations, clarifying the legal responsibilities of various stakeholders, including platform operators and marketing personnel, to foster a better online trading environment [2][3]. Group 3: Regulatory Framework and Future Directions - The draft emphasizes the need for a foundational and forward-looking regulatory framework tailored to the characteristics of the live e-commerce industry, establishing basic legal responsibilities and obligations for different entities [3][4]. - It highlights the critical role of platform operators in the ecosystem, aiming to maximize regulatory efficiency by ensuring they fulfill their responsibilities and transmit compliance requirements to other stakeholders [4][5]. Group 4: Consumer Protection and Market Integrity - The draft regulation seeks to enhance product quality oversight through special inspections and stricter enforcement against false advertising, thereby maintaining fair competition and improving online product quality [5][6]. - It addresses public concerns regarding the potential burden on platform operators, clarifying that the draft aligns with existing laws and will not impose additional burdens on stakeholders [6][7].

Core Viewpoint - The live commerce industry in China is facing significant issues, including a rise in complaints and various forms of misconduct, prompting regulatory authorities to take action [1][2]. Group 1: Industry Issues - The live commerce sector has seen a substantial increase in complaints, with 402,000 cases reported in 2024, marking a 19.3% year-on-year growth [1]. - Five major issues have been identified in the live commerce industry, with "false marketing" being the most prominent [2]. - Specific cases of misconduct include the use of pre-packaged pearls in live demonstrations and misleading consumer interactions through fake reviews [5][6]. Group 2: Regulatory Actions - The State Administration for Market Regulation (SAMR) is conducting special rectifications to address the prominent issues in live commerce [1][2]. - A new regulatory framework, the "Live Commerce Supervision Management Measures," has been drafted to clarify responsibilities among platforms, merchants, and hosts, preventing them from shifting blame [10][12]. - The measures include a "blacklist" system to prevent repeat offenders from continuing their activities under different identities [17]. Group 3: Technological and Monitoring Enhancements - The new regulations will also encompass AI-generated content and digital influencers, holding operators accountable for any violations [14]. - The SAMR plans to promote the use of product coding and establish a monitoring system to enhance regulatory capabilities in live commerce [18].

Group 1: Market Overview - The Hang Seng Index rose by 386 points or 1.6%, closing at 24,590, marking a four-day cumulative increase of 697 points or 2.9% [4][5] - The trading volume for the day was 288.4 billion HKD, with a net inflow of 3.82 billion HKD from northbound trading [4] - Major blue-chip stocks such as HSBC and Tencent saw increases of 1.1% and 3.5% respectively, while Meituan surged by 4.4% [4] Group 2: Economic Indicators - Hong Kong's overall export volume increased by 13.4% year-on-year in May, while import volume rose by 16.5% [8] - The export prices and import prices rose by 1.8% and 1.9% respectively [8] - Exports to Taiwan, Vietnam, India, and mainland China showed significant year-on-year increases of 48%, 39.5%, 37.6%, and 15.9% respectively [8] Group 3: Company-Specific Developments - QiuTai Technology plans to sell 51% of its Indian subsidiary for approximately 4.61 billion RMB, with expected net proceeds of about 3.57 billion RMB for operational funding [13] - Longfor Group reported a 31.51% year-on-year decrease in total contract sales amounting to 35.01 billion RMB in the first half of the year [14] - Air China experienced a 3.9% year-on-year increase in passenger turnover for June, with an average seat occupancy rate of 81.1% [15] Group 4: Regulatory and Policy Updates - The Hong Kong Industrial Federation proposed seven policy initiatives to develop a new industrial strategy focusing on high-end manufacturing [9] - The State Administration for Market Regulation is intensifying efforts to regulate the live e-commerce sector, aiming to address prominent issues and protect consumer rights [10] - New regulations prohibit local asset management companies from creating new hidden debts for local governments [11]

Group 1 - The State Administration for Market Regulation held a special meeting to address prominent issues in the live e-commerce sector, emphasizing the need for increased regulatory enforcement [1] - The meeting aims to standardize the live e-commerce industry and tackle its chaotic practices, ensuring the protection of consumers' and operators' legitimate rights and interests [1]

Core Viewpoint - The rapid development of live e-commerce in China has played a significant role in boosting consumption and promoting flexible employment, with new regulatory measures expected to further standardize the industry and enhance consumer confidence [1][6]. Industry Overview - The total number of live e-commerce related enterprises in China has approached 360,000 [3]. - The retail sales of live e-commerce are projected to reach 4.3 trillion yuan from January to November 2024 [3]. Consumer Experience Issues - The live e-commerce industry faces challenges such as poor shopping experiences due to a mix of qualified and unqualified operators, with many influencers and small businesses lacking operational, quality control, and after-sales experience [3]. - Reports indicate widespread issues including false advertising and fake reviews, with some live streams employing deceptive practices to mislead consumers [3][5]. Regulatory Developments - The State Administration for Market Regulation has drafted the "Live E-commerce Supervision Management Measures" to address existing issues, requiring operators to establish systems for product selection and error correction to ensure accurate product representation [6]. - Platforms are mandated to take action against violations, including warnings, limiting traffic, suspending broadcasts, and blacklisting severe offenders [6]. AI and Digital Influencers - The use of AI-generated digital influencers in live streams raises concerns, particularly regarding transparency, as many consumers are unaware they are interacting with AI rather than human hosts [5][8]. - The regulatory framework aims to include AI-generated content under supervision to prevent the spread of false information [6]. Future Outlook - As regulatory measures tighten, the industry is expected to undergo a reshuffle, with high-quality influencers and businesses likely to thrive while those relying on deceptive practices may be eliminated [8]. - The emphasis on building a transparent and fair trading environment is seen as essential for the maturity of the live e-commerce sector [8].

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].