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 ...