Core Viewpoint - The introduction of the "Live Streaming Marketing Management Measures" marks a new phase of standardization, transparency, and strict regulation in the private domain live streaming e-commerce industry, with compliance becoming crucial for long-term development [1] Group 1: Compliance and Regulation - The report indicates that the number of online shopping consumers in China has rapidly increased, reaching 970 million in 2024, with an online shopping penetration rate close to 90%, highlighting the growing consumer potential [2] - Private domain e-commerce has a channel share of 60%, making it one of the most commonly used purchasing channels for consumers, driven by lower customer acquisition costs and a focus on user operations [2] - Live streaming marketing is fundamentally a form of commercial advertising, subject to strict regulations under laws such as the "Anti-Unfair Competition Law" and the "Advertising Law," requiring brands and merchants to ensure the accuracy and truthfulness of promotional content [5] Group 2: Consumer Rights and Product Quality - Live streaming merchants are required to fulfill the legal obligation of a "seven-day no-reason return" policy and cannot restrict consumer rights through standard clauses or reduce after-sales service quality under the guise of promotions [7] - The industry must adhere to laws regarding product quality and consumer rights protection, prohibiting the sale of special drugs, prescription medications, tobacco, and illegal financial products [5][7] Group 3: Industry Collaboration and Trust - Platforms like Weizan Live have proactively engaged in compliance rectification, implementing systematic compliance measures, and strictly reviewing merchant qualifications, product content, and marketing behaviors to eliminate false advertising and price fraud [7] - The industry emphasizes the need for collaboration between platforms and merchants to build a trustworthy and sustainable consumption ecosystem, focusing on consumer-centric practices for long-term development [7]

近日，市场监管总局举行直播电商监管专题新闻发布会，集中发布一批近期各地市场监管部门查办的直 播电商领域典型案例，引导直播电商经营主体进一步依法合规经营，净化行业生态。今年上半年，全国 网上零售额达74295亿元，同比增长8.5%，直播电商在其中发挥了重要作用。与此同时，直播电商领域 存在的乱象也损害了消费者合法权益，影响了行业健康发展。接下来，还需多方协同发力。相关部门应 加快推动立法立规，建立跨部门协同监管机制，常态化发布典型案例；平台须严格落实主体责任，推 行"红黑榜"公示制度，将合规情况与商家信用评价挂钩，加强内容审核与商家管理；此外，消费者应提 升风险防范意识和理性维权能力，主动参与社会监督，共同营造健康有序的直播电商生态。 （文章来源：经济日报） ...