Core Insights - The State Administration for Market Regulation (SAMR) has highlighted significant issues in the live e-commerce sector, particularly focusing on false marketing and counterfeit products [1][4] - A series of typical cases have been released to guide live e-commerce operators towards lawful and compliant business practices, aiming to purify the industry ecosystem [1][4] Group 1: Regulatory Actions - SAMR has reported that false marketing and counterfeit goods are prominent issues in the live e-commerce sector, with misleading promotions regarding product performance, qualifications, and user evaluations being common [1][4] - The case of Xiamen Fresh Meow Network Technology Co., Ltd. involved false claims about government support and exaggerated project returns during live broadcasts [2][4] - In Henan Province, a crackdown on the jade market has led to the investigation of 12 illegal cases since August, with a focus on categorizing and managing e-commerce operators [3][4] Group 2: Monitoring and Compliance - The monitoring system established by the Fujian market regulatory department has tracked over 7,900 key live broadcasts this year, identifying 163 suspected illegal activities [2][4] - The introduction of the "Public Online Evidence Collection Platform" has facilitated the legal and efficient collection of electronic data, with over 1,300 pieces of evidence gathered [2][4] - The SAMR is set to strengthen comprehensive governance and address the chaos in the live e-commerce sector to create a better online trading environment [4][5] Group 3: Future Regulations - The SAMR, in collaboration with the National Internet Information Office, is drafting the "Live E-commerce Supervision Management Measures," which is currently in the legal review process [5] - Two national standards related to live e-commerce platform service management and compliance data reporting are being expedited for development [5]

Core Points - The State Administration for Market Regulation held a press conference on September 23, announcing six typical cases of live e-commerce violations, including two from Shanghai related to false marketing [1] - Shanghai has intensified its monitoring and regulatory efforts in live e-commerce, having investigated 50 related cases this year [1] - A comprehensive regulatory mechanism covering monitoring, handling, and co-governance has been established in Shanghai to promote standardized development in the live e-commerce industry [1] Regulatory Measures - Shanghai is promoting cross-departmental comprehensive regulatory reforms for online live marketing, involving over ten departments such as cybersecurity, commerce, public security, taxation, and communication management [1] - Sixteen categories of regulatory matters have been identified through data sharing and law enforcement collaboration, forming a regulatory synergy [1] - Joint inspections of key platforms and live streaming rooms have commenced since September [1] Risk Management - Regular "health checks" are conducted on major live streaming platforms focusing on merchant qualifications and content review [1] - Complaints, public opinion, and regulatory data are integrated to accurately identify risks, leading to the guidance of platforms in rectifying 49 risk issues through administrative guidance [1] Digital Regulation - Exploration of new digital regulatory pathways includes encouraging key platforms to develop collaborative governance systems for real-time reporting of live streaming data [2] - Third-party organizations are being introduced to utilize technologies such as artificial intelligence and blockchain for monitoring and spot checks [2] - A closed-loop mechanism for monitoring, dispatching, handling, and feedback has been established, significantly improving the efficiency of addressing illegal activities in live streaming [2]

Core Points - The State Administration for Market Regulation (SAMR) is intensifying regulatory efforts in the live e-commerce sector to address issues such as false marketing and counterfeit products [3][6][10] - A new regulatory framework, the "Live E-commerce Supervision Management Measures," is being drafted to clarify the legal responsibilities of various stakeholders in the live e-commerce ecosystem [6][7] - The SAMR is focusing on enhancing compliance management among live e-commerce platforms and ensuring they fulfill their responsibilities in monitoring and regulating their operators [7][11] Regulatory Framework - The SAMR is working on the "Live E-commerce Supervision Management Measures," which aims to establish a comprehensive legal framework for the industry [6][7] - The measures will define the legal responsibilities of platforms, operators, and service providers, and create a closed-loop regulatory enforcement system [6][7] Enforcement Actions - The SAMR has increased the frequency of enforcement actions, having released multiple batches of typical cases related to live e-commerce violations [7][11] - Specific cases of false marketing and counterfeit products have been highlighted, with the aim of deterring similar violations in the future [10][11] Platform Responsibilities - The SAMR is urging live e-commerce platforms to take on greater responsibility for compliance and to implement internal management systems to ensure lawful operations [7][11] - National standards for live e-commerce platform services and compliance data reporting are being developed to enhance operational quality [7][11] Collaborative Efforts - The SAMR is promoting a collaborative regulatory approach involving multiple departments to enhance the effectiveness of live e-commerce oversight [11][21] - Local market regulatory bodies, such as those in Shanghai and Fujian, are implementing specific measures to strengthen monitoring and enforcement in their regions [15][21] Regional Initiatives - Shanghai has established a comprehensive regulatory mechanism involving multiple departments to address live e-commerce issues, conducting regular inspections and monitoring [15][16] - Fujian has developed a regulatory governance system focusing on source prevention, precise monitoring, and multi-party collaboration to tackle live e-commerce challenges [21][22] Industry Impact - The live e-commerce sector has seen significant growth, with online retail sales reaching 74,295 billion yuan in the first half of the year, marking an 8.5% increase year-on-year [10] - The SAMR's efforts aim to create a healthier and more compliant environment for consumers and businesses in the live e-commerce space [11][22]

此外，强化跨部门跨区域协同。通过联席会议、信息共享、风险会商等方式，形成人、物、网、号等多 维度监管合力；压实属地责任，推进重大案件提级管辖与挂牌督办，破解直播电商跨行业、跨区域监管 难题。 刘军卫表示，市场监管总局会同国家网信办起草了《直播电商监督管理办法》，已于今年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。办法进一步明确直播电商平台、直 播间运营者、直播营销人员及其服务机构等主体的法律责任，强化了监督管理手段，明确了监管部门与 平台之间的联动处置机制，构建全链条责任体系，形成监管执法闭环。 针对上述乱象，市场监管总局表示将坚持问题导向，实施综合治理。具体措施包括三方面。首先，压实 平台主体责任。通过分层分级监管，运用合规指导、行政约谈、处罚曝光等方式，督促平台完善内部合 规体系，提升管理能力。同时，加大产品质量和食品安全的抽检频次，并将结果关联对应平台向社会公 示，督促平台严格审核经营者资质，确保主体身份真实有效。 其次，保持高压打击态势。建立"线上发现、线下追查"的一体化监管机制，对直播间运营者、主播、商 家等主体的违法行为坚决打击。对平台未履行审核义务、未及时处理侵权 ...

Core Viewpoint - The National Market Supervision Administration (NMSA) is intensifying regulation in the live e-commerce sector, focusing on issues of false marketing and counterfeit products to protect consumer rights and promote healthy industry development [1][2][4]. Group 1: Regulatory Actions - NMSA has released a third batch of typical cases in the live e-commerce sector, highlighting significant issues in false marketing and counterfeit products [2][4]. - A case in Fujian involved Xiamen Fresh Meow Network Technology Co., Ltd. falsely promoting government support and benefits to attract investment, resulting in a fine of 450,000 yuan [2]. - In Zhejiang, Ningbo Xuemeilin Lighting Technology Co., Ltd. was penalized for selling non-compliant lamps, with 37 lamps confiscated and a fine of 61,000 yuan imposed [3]. Group 2: Monitoring and Compliance - NMSA is enhancing its monitoring systems to identify major risks in live e-commerce, aiming to purify the industry ecosystem [4][6]. - The establishment of a national standardization technical committee for platform economy governance is underway to unify standards and improve compliance among platform enterprises [5]. - NMSA is promoting a transparent regulatory system and strengthening data connections with live e-commerce platforms to monitor high-risk activities effectively [6].

中国经济网北京9月23日讯（记者 佟明彪）23日，市场监管总局集中发布一批直播电商典型案例。市场 监管总局网监司副司长刘军卫介绍了近期市场监管部门对直播电商的监管情况。 三是强化部门协同和区域联动。充分发挥协调机制、联席会议作用，会同多部门，强化信息互通、风险 会商、监管联动，在人、物、网、号等监管上形成组合拳，合力推进直播电商行业治理。压实属地监管 责任，强化重大案件提级管辖、挂牌督办，加强跨地域信息共享和协同配合，着力破解直播电商跨行 业、跨区域监管难题。 据了解，各地市场监管部门也在加强直播电商监管方面进行了机制、体系建设的探索。 福建省市场监管局党组成员、副局长王文生介绍称，面对直播电商快速发展中出现的各类问题，福建省 市场监管局成立直播电商行业专项治理工作领导小组，积极构建"源头防范、精准监管、全链整治、多 元共治"的监管治理体系。出台包含24项具体要求的网络直播营销活动合规指引，划定清晰的合规边 界。全省召开42场行政指导会，压实平台主体责任，推动"合规经营"成为行业共识，从源头上降低违法 风险。 上海市市场监管局二级巡视员陶爱莲表示，上海市场监管部门持续加大直播电商监测监管力度，严厉打 击虚假营 ...

一是落实直播电商平台合规管理主体责任。按照分层分级、层级对应合规监管要求，综合运用合规指 导、行政约谈、行政处罚、媒体曝光等手段，指导督促直播电商平台企业加强合规管理制度机制建设， 完善内部合规体系，提升合规管理能力和水平。加大对直播电商领域产品质量、食品安全专项抽查抽检 频次和力度，并关联对应的平台企业向社会公示。督促平台企业依法履行平台内经营者资质审核义务， 定期开展核验更新和动态监测，确保入网经营主体身份信息真实有效。 国家市场监管总局23日召开直播电商监管专题新闻发布会。会上，市场监管总局网监司副司长刘军卫介 绍，今年上半年，全国网上零售额74295亿元，同比增长8.5%，直播电商在其中发挥了重要作用。但从 监管中掌握的实际情况和总局发布的几批案例分析，直播电商领域当前两类问题相对突出。 一是虚假营销。一些直播间运营者和主播对商品或服务的经营主体以及性能、功能、质量、来源、曾获 荣誉、资格资质、销售情况、交易信息、经营数据、用户评价等作虚假或者引人误解的商业宣传，欺 骗、误导消费者。 二是假冒伪劣。一些直播间和平台内商家推销和销售掺杂、掺假，以假充真、以次充好，侵犯注册商标 专用权的商品，损害消费者和 ...

智通财经APP获悉，9月23日，市场监管总局召开直播电商监管专题新闻发布会。市场监管总局网监司 副司长刘军卫介绍，为了加强直播电商监督管理，该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。 《办法》进一步明确直播电商平台、直播间运营者、直播营销人员及其服务机构等主体的法律责任，强 化了监督管理手段，明确了监管部门与平台之间的联动处置机制，构建全链条责任体系，形成监管执法 闭环。 刘军卫介绍到，今年上半年，全国网上零售额74295亿元，同比增长8.5%，直播电商在其中发挥了重要 作用。但从监管中掌握的实际情况和总局发布的几批案例分析，直播电商领域当前两类问题相对突出。 一是虚假营销。一些直播间运营者和主播对商品或服务的经营主体以及性能、功能、质量、来源、曾获 荣誉、资格资质、销售情况、交易信息、经营数据、用户评价等作虚假或者引人误解的商业宣传，欺 骗、误导消费者。二是假冒伪劣。一些直播间和平台内商家推销和销售掺杂、掺假，以假充真、以次充 好，侵犯注册商标专用权的商品，损害消费者和其他经营者合法权益。本次集中发布的典型案例主要涉 及上 ...

市场监管总局今天（23日）召开新闻发布会介绍，今年上半年，全国网上零售额74295亿元，同比增长 8.5%，直播电商在其中发挥了重要作用。但从市场监管总局掌握的实际情况和发布的几批案例分析， 直播电商领域当前两类问题相对突出： 一是虚假营销。一些直播间运营者和主播对商品或服务的经营主体以及性能、功能、质量、来源、曾获 荣誉、资格资质、销售情况、交易信息、经营数据、用户评价等作虚假或者引人误解的商业宣传，欺 骗、误导消费者。 二是假冒伪劣。一些直播间和平台内商家推销和销售掺杂、掺假，以假充真、以次充好，侵犯注册商标 专用权的商品，损害消费者和其他经营者合法权益。 （文章来源：央视新闻） 本次集中发布的典型案例主要涉及上述违法类型。 市场监管总局表示，下一步，将坚持问题导向，强化综合治理。综合运用合规指导、行政约谈、行政处 罚、媒体曝光等手段，指导督促直播电商平台企业加强合规管理制度机制建设，完善内部合规体系，提 升合规管理能力和水平。加大对直播电商领域产品质量、食品安全专项抽查抽检频次和力度，并关联对 应的平台企业向社会公示。 ...

Core Viewpoint - A governance action is underway in the live e-commerce industry, marking a shift from chaotic growth to regulated development, as Douyin e-commerce releases its first public community operation guidelines [1][9]. Industry Overview - The live e-commerce sector has experienced rapid growth alongside significant risks, including influencer accountability, consumer rights violations, and the pressure on small merchants [1][3]. - The industry faces challenges such as extreme content creation for attention, which can harm consumer trust and business integrity [1][3]. Governance Actions - Douyin e-commerce has taken strict measures against violations, processing approximately 13 million instances of non-compliant content and indefinitely revoking the selling privileges of 470,000 violators [3][9]. - The platform emphasizes that compliance is foundational for transactions, as trust is essential for the e-commerce ecosystem [3][9]. Support for Quality Contributors - Since April, over 30,000 quality creators have received traffic support from the platform, with each gaining an average of over 60,000 additional exposure instances [5]. - Douyin e-commerce is adjusting its algorithms to evaluate both "transaction value" and "content quality," ensuring that high-value content receives more distribution [5][10]. Market Dynamics - Data indicates that influencers with over one million followers contribute only 9% of the platform's GMV, highlighting the importance of smaller creators who understand market needs and focus on niche areas [8][9]. - Over the past year, more than 511,000 new e-commerce authors and 536,000 new merchants have generated income through Douyin, showcasing the platform's role in supporting small businesses [8][9]. Long-term Vision - The release of the guidelines is seen as a microcosm of the broader evolution of internet platform governance in China, transitioning from chaotic growth to rule establishment and ecological optimization [9][10]. - The future competition in live e-commerce will focus on the health of the ecosystem rather than mere traffic acquisition, promoting a fair and sustainable environment for all participants [10].