首先，它明确了直播电商平台、直播间运营者、营销人员等各方主体责任，解决了以往责任划分模糊导致 的推诿问题；同时建立多部门协同监管格局与信用监管手段，让监管从分散走向系统，有效填补行业监管 空白。 其次，《办法》细化了不履行法定义务的情形与处罚依据，既为消费者维权提供明确法律支撑，也为合法 经营企业营造公平竞争的市场环境，进而保护消费者权益、维护市场正常秩序，减少虚假宣传、假货等乱 象。 《直播电商监督管理办法》 近期将正式出台。 9月23日，市场监管总局在直播电商监管专题新闻发布会上透露：今年6月至7月向社会公开征求意见的 《直播电商监督管理办法》已进入法制审查，近期将正式出台；《直播电商平台服务管理基本要求》《网 络交易合规数据报送规范》两项国家标准也在加快起草。这标志着直播电商行业将告别粗放发展，迈入规 范化治理新阶段。 今年7月，中国社会科学院财经战略研究院课题组等发布的报告显示，2024年直播电商行业商品交易总额 （GMV）超4.5万亿元，占网络零售额近三分之一，贡献电子商务增量的80%，用户规模约6亿人。 然而，高速扩张背后，行业乱象如影随形，虚假宣传、假冒伪劣、售后缺位等问题屡屡引发社会热议。据 ...

Core Viewpoint - The upcoming regulations for live e-commerce in China signify a shift from unregulated growth to a structured governance model, addressing issues such as false advertising and consumer protection [1][2] Group 1: Regulatory Developments - The "Live E-commerce Supervision Management Measures" is in the legal review stage and will be officially released soon, marking a new phase of standardized governance in the industry [1] - Two national standards, "Basic Requirements for Live E-commerce Platform Services" and "Compliance Data Reporting Standards for Online Transactions," are being drafted to further enhance regulation [1] Group 2: Industry Growth and Challenges - A report indicates that the live e-commerce sector's gross merchandise volume (GMV) is expected to exceed 4.5 trillion yuan in 2024, accounting for nearly one-third of online retail sales and contributing 80% of e-commerce growth, with a user base of approximately 600 million [1] - The number of complaints received by the 12315 platform regarding live commerce reached 402,000 in 2024, reflecting a 19.3% year-on-year increase, highlighting ongoing issues in the sector [1] Group 3: Implications of New Regulations - The new regulations will clarify the responsibilities of various stakeholders, including platforms, operators, and marketers, addressing previous ambiguities in accountability [2] - The regulations will provide legal support for consumer rights protection and create a fair competitive environment for legitimate businesses, thereby reducing issues like false advertising and counterfeit products [2] - The measures will require platforms to enhance risk control and qualification review systems, promoting a shift from reactive to proactive regulation, which is expected to improve transparency and trust in the industry [2]

证券时报记者 曹晨 今年7月，中国社会科学院财经战略研究院课题组等发布的报告显示，2024年直播电商行业商品交易总额 （GMV）超4.5万亿元，占网络零售额近三分之一，贡献电子商务增量的80%，用户规模约6亿人。 最后，《办法》要求平台完善风控、资质审核制度，建立全链路追溯、跨平台黑名单等机制，推动直播电商监管 从事后追责转向事前预防，倒逼行业告别野蛮生长，提升整体透明度与信任度。未来，随着监管体系不断完善， 直播电商有望在规范中焕发新活力，为数字经济高质量发展注入新动能。 然而，高速扩张背后，行业乱象如影随形，虚假宣传、假冒伪劣、售后缺位等问题屡屡引发社会热议。据市场监 管部门统计，2024年12315平台接收的直播带货投诉举报达40.2万件，同比增长19.3%。 其次，《办法》细化了不履行法定义务的情形与处罚依据，既为消费者维权提供明确法律支撑，也为合法经营企 业营造公平竞争的市场环境，进而保护消费者权益、维护市场正常秩序，减少虚假宣传、假货等乱象。 9月23日，市场监管总局在直播电商监管专题新闻发布会上透露：今年6月至7月向社会公开征求意见的《直播电商 监督管理办法》已进入法制审查，近期将正式出台；《直 ...

Core Viewpoint - The upcoming regulations for live e-commerce in China signify a shift from unregulated growth to a structured governance model, addressing industry issues such as false advertising and counterfeit products [1][2]. Group 1: Regulatory Developments - The "Live E-commerce Supervision Management Measures" has entered legal review and will be officially released soon, marking a new phase of regulation in the industry [1]. - Two national standards, "Basic Requirements for Live E-commerce Platform Services" and "Compliance Data Reporting Standards for Online Transactions," are also being drafted to enhance regulatory frameworks [1]. Group 2: Industry Growth and Challenges - A report indicates that the total merchandise transaction volume (GMV) of the live e-commerce industry is expected to exceed 4.5 trillion yuan in 2024, accounting for nearly one-third of online retail sales and contributing 80% of e-commerce growth, with a user base of approximately 600 million [1]. - The number of complaints received by the 12315 platform regarding live commerce reached 402,000 in 2024, reflecting a 19.3% year-on-year increase, highlighting ongoing issues within the industry [1]. Group 3: Implications of New Regulations - The new regulations will clarify the responsibilities of various stakeholders, including platforms, operators, and marketers, addressing previous ambiguities in accountability [2]. - The regulations will establish a collaborative regulatory framework and credit supervision methods, transitioning from fragmented oversight to a more systematic approach [2]. - The measures will detail the circumstances of non-compliance and the basis for penalties, providing legal support for consumer rights and fostering a fair competitive environment [2]. - Platforms will be required to enhance risk control and qualification review systems, promoting proactive measures to prevent issues rather than merely responding to them [2].

在北京市社会科学院研究员王鹏看来，《办法》首次明确平台、主播、机构等主体的法律边界，通过差 异化责任划分(如平台审核义务、主播行为规范、机构选品责任)，将"流量导向"转向"责任导向"，为行 业建立可持续的治理框架。 "直播电商越来越繁荣，但直播电商带来的问题也不少，所以对行业规范治理刻不容缓，直播电商监督 管理办法主要意义在于，能够明确各方责任，比如落实直播平台监管本平台直播电商的责任，让平台建 立一些必要的机制，包括算法的方式，来及时发现直播电商上存在的虚假宣传等问题。"知名经济学者 盘和林对证券时报记者表示。 值得一提的是，从平台角度看，直播电商的规范化治理也在不断强化。9月21日，在抖音创作者大会电 商作者交流专场上，抖音电商发布的数据显示，过去一年，超过511万名新入驻电商作者和536万新商家 通过平台获得收入。 记者23日从中国国家市场监管总局网站获悉，市场监管总局会同国家网信办起草的《直播电商监督管理 办法》今年6月至7月向社会公开征求意见，目前已进入法制审查程序，近期将正式发布出台。 在当天召开的新闻发布会上，国家市场监管总局网络交易监督管理司副司长刘军卫指出，《办法》进一 步明确直播电商平台、 ...