商报讯(通讯员孟娟记者汪晓筠)近日，由杭州市高新技术产业开发区(滨江)市场监管局联合辖区直播电 商企业起草的《放心消费直播间管理与运营规范》(以下简称《规范》)顺利通过专家评审，正式发布实 施，为区域直播电商产业高质量发展筑牢制度根基。 作为数字经济"优等生"，滨江区集聚了大量直播电商企业及MCN机构，直播电商已成为拉动消费、促 进就业的重要引擎，但售后处理、虚假广告等行业痛点也亟待破解。此次《规范》立足滨江产业特点， 明确了直播间主体责任、商品(服务)管理、消费保障等核心要求。 《规范》的发布实施，对滨江直播电商产业意义深远。对消费者而言，将有效降低购物风险，实现放心 看、安心买；对企业而言，提供了清晰的合规指引，有助于减少恶性竞争，培育一批示范标杆；对区域 发展而言，进一步完善了"政府引导、平台协同、企业自律"的治理格局，契合滨江区打造"中国数谷"、 优化营商环境的发展目标。此次标准制定是杭州市以标准化手段规范新业态的生动实践，既呼应了"放 心消费在浙江"的城市品牌建设，也为全国直播电商规范发展提供了"杭州样本"。 评审会于10月下旬在杭州高新技术产业开发区(滨江)市场监管局召开，评审专家组涵盖商贸、头部 ...

Core Viewpoint - The newly established regulations for live e-commerce aim to address rampant issues such as false marketing and counterfeit products, ultimately protecting consumer rights and ensuring a safer shopping environment [1][2] Group 1: Issues in Live E-commerce - Live e-commerce has been plagued by false advertising, with claims like "lowest price on the internet" often misleading consumers, leading to dissatisfaction when products do not match their expectations [1] - Counterfeit and substandard products pose significant risks to consumers, with the new regulations requiring platforms to strictly verify merchant qualifications and product quality, thereby enhancing consumer trust [1] - Consumers have faced challenges in asserting their rights, often encountering evasive responses from platforms and merchants; the new regulations mandate platforms to actively assist consumers in their claims [1] Group 2: Implementation and Consumer Behavior - The effectiveness of the new regulations hinges on strict enforcement against violations, ensuring that businesses and influencers understand the consequences of non-compliance [2] - Platforms are urged to take their responsibilities seriously and implement the regulations effectively, rather than waiting for issues to arise before taking action [2] - Consumers are encouraged to remain rational and cautious, verifying product reviews and comparing prices to avoid impulsive purchases that may lead to regret [2]