市场监管总局集中发布第五批直播电商领域典型案例： 一、市场监管总局查处成都快购科技有限公司违法案 2025年9月，市场监管总局依法对成都快购科技有限公司（以下简称当事人）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，当事人存在下述违法行为： 一是未依法履行信息公示义务。当事人未在首页显著位置持续公示证照信息，且未及时更新发生变更的 行政许可公示信息，违反《中华人民共和国电子商务法》第十五条的规定。当事人未在首页显著位置持 续公示平台服务协议以及未公示交易规则信息，违反《中华人民共和国电子商务法》第三十三条的规 定。 二是向平台内经营者收取不合理费用。当事人利用服务协议和交易规则，对平台内经营者违反法律法规 或平台协议规则的部分行为收取惩罚性非定额违约金，部分违约金超出合理范围，存在向平台内经营者 收取不合理费用的问题，违反《中华人民共和国电子商务法》第三十五条的规定。 三是对消费者未尽到安全保障义务。当事人运营的平台内存在不符合保障人身、财产安全的要求，或侵 害消费者合法权益的多类商品在售，当事人未及时采取必要措施，对消费者未尽到安全保障义务，违反 《中华人民共和国电子商务法》第三十八 ...

Core Viewpoint - The State Administration for Market Regulation has released typical cases in the live e-commerce sector, highlighting issues such as false advertising, price fraud, trademark infringement, and illegal advertising across various product categories including food, health products, cosmetics, and clothing [1] Group 1: False Advertising and Price Fraud - The live e-commerce sector is experiencing a surge in demand for weight loss products, but some merchants are exaggerating effects and engaging in false marketing [2] - Dongying Rongcan Trading Co., Ltd. was fined 100,000 yuan for using misleading advertising tactics to promote weight loss products, including creating a false sense of urgency and downplaying potential risks [2] - Shanxi Province's "Taiyuan Old Ge," a prominent influencer with over 90 million followers, was fined 5.6 million yuan for a series of false advertising and price fraud cases [2] Group 2: Trademark Infringement - Trademark infringement is prevalent in the live e-commerce sector, with companies using similar trademarks or logos to mislead consumers [3] - Ningbo Hanyang E-commerce Co., Ltd. was fined 1.023 million yuan for selling counterfeit shoes that closely resembled a well-known brand's trademark without authorization [3] Group 3: Facilitating Intellectual Property Infringement - A group selling counterfeit watches collaborated with a live streamer to drive traffic to their sales, resulting in a fine of 100,500 yuan for the streamer [4] - In another case, individuals were penalized for artificially inflating follower counts for e-commerce accounts, leading to a fine of 270,000 yuan [4] Group 4: Targeting Vulnerable Consumers - Shanghai's Lunlun Food Store targeted elderly consumers through private live streams, falsely claiming health benefits for their products, resulting in a fine of 200,000 yuan [5]