新浪科技讯 1月30日晚间消息，市场监管总局通报第五批直播电商领域典型案例。据市场监管总局官方 发文，2025年9月，市场监管总局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》等法律规定的行为立案调查。 经查，成都快购科技有限公司存在下述违法行为：一是未依法履行信息公示义务；二是向平台内经营者 收取不合理费；三是对消费者未尽到安全保障义务；四是对实施侵犯知识产权行为未依法采取必要措 施；五是发布违法广告；六是帮助其他经营者实施虚假或者引人误解的商业宣传；七是为违法出售、购 买野生动物及其制品或者禁止使用的猎捕工具提供展示、交易服务。 2025年12月，市场监管总局综合考量违法事实、案件性质、违法情节以及社会危害程度，依法对成都快 购科技有限公司的违法行为作出行政处罚，责令当事人立即改正违法行为，并处罚没款26692904.62 元。 对此，成都快购科技有限公司回应称，公司收到了国家市场监督管理总局行政处罚决定书，对此处罚， 我们诚恳接受，坚决服从。我们将强化依法经营，进一步提升合规水平，积极履行社会责任，努力营造 平台良好生态，携手平台上的经营者为广大消费者提供更优质的服务。 对此，成都快购 ...

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） ...