例如，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。 可以看到，《办法》细化了直播电商平台经营者的责任和义务。具体而言，《办法》明确直播电商平台经 营者在违规处置、资质核验、信息报送、培训机制、分级管理、动态管控、信息公示等方面的责任。要求 平台经营者建立健全平台协议规则，加强对直播间运营者、直播营销人员服务机构、直播营销人员的身份 认证和资质审核，强化对违法违规行为的处置，依法依规报送数据信息，积极协助消费者维权，进一步压 实平台企业的主体责任。 南都讯 记者黄莉玲 6月10日国家市场监管总局官网消息，为加强直播电商监督管理，市场监管总局在充分 调研和广泛征求意见的基础上，会同国家网信办研究起草《直播电商监督管理办法（征求意见稿）》（以 下简称《办法》），正式向社会公开征求意见。征求意见的截止日期为2025年7月10日。 《办法》分总则、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、监督管 理、法律责任、 ...

极目新闻记者 康旭阳 随着618购物节的临近，直播电商再次成为公众关注的焦点。 6月9日，互联网博主"约翰啥都懂"发布的一则视频引发热议，视频中揭露的直播电商佣金比例之高远超想象，特别是目前风头正盛的"聊播"模式，其商业变 现效率与分成比例令人咋舌。 什么是聊播？聊播为何分成如此之高？为何这么多品牌愿意付出高额佣金？聊播所售胶原蛋白面膜不含胶原蛋白？极目新闻进行了了解。 互联网博主"约翰啥都懂"视频截图 "聊播"模式异军突起 "聊播"这一新型直播形式源于去年某平台算法调整。平台为了提升用户黏性，在推荐算法中大幅增加了用户停留时长的权重指标。这一变化催生了一批以聊 天为主要内容、间歇性插播卖货的主播，他们通过吸引用户长时间停留来获得平台流量倾斜，进而实现更高的转化率。 博主"约翰啥都懂"介绍，在众多聊播主播中，某雪凭借传奇的情感经历迅速崛起，成为该类目的领军人物，据传其去年GMV（商品交易总额）超过20亿 元。 某直播电商平台运营总监李明（化名）向记者解释："聊播之所以能实现如此高的变现效率，关键在于它完美契合了平台算法的偏好。用户因为对主播个人 故事感兴趣而停留，平均观看时长是传统叫卖式直播的3-5倍，这使直 ...

这位负责人介绍，对于直播电商新业态新模式，征求意见稿坚持监管规范与促进发展并重。在着眼于促 进行业规范健康创新发展的同时，坚持问题导向、有针对性地规范直播电商行业乱象，进一步明确直播 电商行业各参与主体的法定责任和义务，维护广大消费者和经营者合法权益，维护公平竞争的市场秩 序。 征求意见稿结合直播电商行业特点，着眼于构建直播电商行业的一般性、基础性、普遍性监管制度，规 范不同主体在从事直播电商经营活动时的基本法律责任和义务，明确对违法违规行为的监管手段。 新华社北京6月10日电 题：直播电商如何加强监管？市场监管总局回应社会关切 新华社记者赵文君 市场监管总局10日发布《直播电商监督管理办法（征求意见稿）》，向社会公开征求意见。制定这一办 法的主要考虑是什么？如何规范直播电商行业乱象，营造良好的网络交易环境和消费环境？市场监管总 局网监司相关负责人进行了回应。 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，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 ...

Core Viewpoint - The article discusses the newly proposed regulations for live e-commerce in China, aimed at enhancing supervision and management to protect consumer rights and promote healthy development in the industry [1][2]. Summary by Sections General Principles - The regulations, titled "Live E-commerce Supervision and Management Measures (Draft for Comments)," consist of seven chapters and fifty-seven articles, focusing on the responsibilities of various stakeholders in the live e-commerce ecosystem [2]. Responsibilities of Live E-commerce Platforms - The regulations specify the responsibilities and obligations of live e-commerce platform operators, including handling violations, verifying qualifications, reporting information, and establishing training mechanisms. Platforms must enhance identity verification and qualification audits for operators and marketers, and actively assist consumers in protecting their rights [2][3]. Responsibilities of Live Room Operators and Marketers - The regulations emphasize the responsibilities of live room operators and marketing personnel, requiring them to establish systems for reviewing product information, publicizing information, and verifying identities. They are prohibited from making false or misleading commercial promotions and must provide accurate and comprehensive product information to consumers [3][4]. Strengthening Supervision and Management - The regulations outline the supervisory measures applicable to live e-commerce activities, including jurisdiction, collaborative regulation, supervision, credit monitoring, and corrective actions. Market supervision and internet information departments are empowered to investigate violations and require platform operators to take corrective measures [3][4]. Legal Responsibilities for Non-compliance - The regulations detail the legal responsibilities for failing to fulfill obligations, specifying various scenarios that may lead to penalties under existing laws such as the E-commerce Law, Anti-Unfair Competition Law, Advertising Law, and Price Law. This enhances the operability and specificity of the regulations [4].

新华社北京6月10日电（记者赵文君）市场监管总局10日发布《直播电商监督管理办法（征求意见 稿）》，向社会公开征求意见。 据介绍，征求意见稿由市场监管总局会同国家网信办研究起草，旨在加强直播电商监督管理，维护广大 消费者和经营者合法权益，促进直播电商健康发展。 征求意见稿强调了不履行法定义务应当承担的法律责任，细化了不履行法定义务的相关具体情形，通过 适用电子商务法、反不正当竞争法等相关法律法规规章或者新设处罚条款，明确了处罚依据，增加了可 操作性和针对性。 下一步，市场监管总局将根据社会公开征求意见反馈情况完善相关内容，尽快出台实施直播电商监督管 理办法，进一步健全直播电商常态化监管制度，推动直播电商健康发展。（完） 征求意见稿细化了直播电商平台经营者的责任和义务，明确了直播电商平台经营者在违规处置、资质核 验、信息报送、培训机制、分级管理、动态管控、信息公示等方面的责任。要求平台经营者建立健全平 台协议规则，加强对直播间运营者、直播营销人员服务机构、直播营销人员的身份认证和资质审核，强 化对违法违规行为的处置，依法依规报送数据信息，积极协助消费者维权，进一步压实平台企业的主体 责任。 征求意见稿明确了直播 ...

为加强直播电商监督管理，维护广大消费者和经营者合法权益，促进直播电商健康发展，市场监管总局 在充分调研和广泛征求意见的基础上，会同国家网信办研究起草了《直播电商监督管理办法（征求意见 稿）》（以下简称《办法》），今日正式向社会公开征求意见。 《办法》分总则、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、监督 管理、法律责任、附则等七章，共五十七条。主要内容如下： 一是细化了直播电商平台经营者的责任和义务。《办法》明确了直播电商平台经营者在违规处置、资质 核验、信息报送、培训机制、分级管理、动态管控、信息公示等方面的责任。要求平台经营者建立健全 平台协议规则，加强对直播间运营者、直播营销人员服务机构、直播营销人员的身份认证和资质审核， 强化对违法违规行为的处置，依法依规报送数据信息，积极协助消费者维权，进一步压实平台企业的主 体责任。 二是明确了直播间运营者、直播营销人员服务机构、直播营销人员的责任和义务。《办法》强化直播间 运营者责任，要求直播间运营者建立健全商品或者服务信息发布审核、信息公示、身份核验等制度，不 得作虚假或者引人误解的商业宣传。规范直播营销人员服务机构行为，要求加强对 ...

金十数据6月10日讯，为加强直播电商监督管理，维护广大消费者和经营者合法权益，促进直播电商健 康发展，市场监管总局在充分调研和广泛征求意见的基础上，会同国家网信办研究起草了《直播电商监 督管理办法（征求意见稿）》，今日正式向社会公开征求意见。 （市场监管总局） 相关链接 《直播电商监督管理办法》面向社会公开征求意见 ...

市场监管总局就《直播电商监督管理办法（征求意见稿）》公开征求意见。《办法》规定了直播电商活 动的管辖适用、协同监管、监督检查、信用监管、约谈与整改等方面内容。《办法》规定，市场监督管 理、网信部门对调查核实违反市场监督管理、网信领域法律、法规、规章的直播间运营者、直播营销人 员服务机构、直播营销人员，依法要求直播电商平台经营者采取处置措施制止的，直播电商平台经营者 应当予以配合。 ...

Core Viewpoint - The article discusses the recent activities of Viya, a prominent figure in the live-streaming industry, indicating her potential return through a new mini-program called "Qianxun Super Member" launched by her husband, Dong Haifeng [1][2]. Group 1: Viya's Return and New Initiatives - Viya's husband, Dong Haifeng, shared a video commemorating Viya's nine years in live streaming and introduced the "Qianxun Super Member" mini-program, encouraging fans to register [1]. - The mini-program functions as a private marketplace, offering products in categories such as beauty, food, daily necessities, and fashion, with successful sales events like the "605 Snack Festival" [2][5]. - The mini-program does not directly associate with Viya but features her in promotional materials, using terms like "sister" to refer to her [5][6]. Group 2: Company Background and Structure - The mini-program is operated by Hangzhou Landu Technology Co., Ltd., established in January 2024, with a registered capital of 1 million yuan, focusing on cultural and brand management services [6][7]. - Viya is linked to 18 companies across various sectors, with only three currently operational, including companies in e-commerce and apparel [7]. - Dong Haifeng has been active in the industry, with previous investments in short drama production and involvement in the "Fengwei Pai" food brand [8][9].

Group 1 - The article emphasizes the importance of regulating promotional activities during the "6.18" shopping festival to maintain order in online transactions and protect consumer rights [1] - The State Administration for Market Regulation has issued compliance guidelines for various e-commerce platforms, including comprehensive, live-streaming, and cross-border e-commerce [1] - Platforms are required to ensure the authenticity of operator information, enhance algorithm compliance management, and improve transparency and fairness in online business practices [1] Group 2 - The guidelines prohibit unfair market competition practices such as "big data killing familiarity," false marketing, and fraudulent reviews [1] - Consumers are encouraged to engage in rational consumption and to report any illegal activities to the market regulation authorities to protect their legal rights [1]