State Administration for Market Regulation: Increase law enforcement efforts in the field of live-streaming e-commerce.

On the morning of April 18th, the State Administration for Market Regulation held a special news conference on the regulation of live-streaming e-commerce. Zhu Jianqiao, the director of the Internet Supervision Department of the State Administration for Market Regulation, stated that efforts will be increased to strengthen law enforcement in the field of live-streaming e-commerce. Last year, the Administration led a special action on network market regulation to promote development and ensure safety in 2024, involving 13 departments including the Central Cyberspace Administration, to crack down on illegal actions such as false advertising, illegal advertisements, and price fraud in live-streaming e-commerce, resulting in the resolution of 36,000 internet-related cases, including various cases involving live-streaming e-commerce. Organizational guidance was provided to local market regulation departments to investigate major typical cases in the field of live-streaming e-commerce, such as "Three Squirrel" and "Northeast Rain Sister", effectively purifying the industry ecosystem. Zhu Jianqiao also stated that they will focus on addressing the issues, crack down on the chaos in live-streaming e-commerce, and respond promptly to the concerns of the people. Firstly, they will improve the regulatory system for live-streaming e-commerce by accelerating the introduction of the "Regulations for the Supervision and Management of Live-streaming e-commerce" to further clarify the responsibilities of platform operators, live room operators, live marketing personnel, and service agencies. Secondly, they will strengthen the management of the origin of goods for live-streaming sales. Thirdly, they will strictly crack down on false marketing and other illegal activities. To regulate the order of the live-streaming e-commerce market, promote the standardized and healthy development of the live-streaming e-commerce industry, the State Administration for Market Regulation is leading the drafting of the "Regulations for the Supervision and Management of Live-streaming e-commerce" based on the "E-commerce Law" and other legal provisions. This regulation focuses on fostering industry innovation while working to regulate the chaos in the live-streaming e-commerce industry, ensuring the quality and safety of goods and services, maintaining a fair market order, and protecting the legitimate rights and interests of consumers and operators. The transcript is as follows: Wang Qiuping, Director of the News and Publicity Department of the State Administration for Market Regulation: Ladies and gentlemen, media friends, good morning! Welcome to the special news conference of the State Administration for Market Regulation. In recent years, China's live-streaming e-commerce industry has developed rapidly, but at the same time, issues such as false marketing and counterfeiting have emerged. These issues are of common concern to the public and have received high attention from all sectors of society. To further help everyone understand the work of the market supervision department in the field of live-streaming e-commerce regulation, we have invited Mr. Zhu Jianqiao, the director of the Internet Supervision Department of the State Administration for Market Regulation, and Mr. Yan Weiguo, a first-level inspector, to introduce the relevant situation and answer questions from interested journalists. Firstly, please allow Director Zhu Jianqiao to introduce the situation. Zhu Jianqiao, Director of the Internet Supervision Department of the State Administration for Market Regulation: Dear journalist friends, good morning to all! I am very pleased to participate in today's press conference. Today, the State Administration for Market Regulation will announce a group of typical cases of live-streaming e-commerce, such as the false propaganda case of Beijing Xuanyantang Biotechnology Co., Ltd., please pay attention. Below, I will briefly introduce the overall work situation of the market supervision department in the field of live-streaming e-commerce regulation. In recent years, the State Administration for Market Regulation has implemented the central government and the State Council's decisions on the platform economy, coordinated development and safety, adhered to the principles of standardized supervision and promoting development, and effectively strengthened the regulation of chaos in the field of live-streaming e-commerce to promote standardized and healthy development of the industry. Firstly, we are accelerating the legislation and regulations in the field of live-streaming e-commerce. We are promoting the introduction of regulations and normative documents such as the "Implementation Regulations of the Consumer Rights Protection Law", the "Network Transaction Supervision and Management Measures", the "Interim Provisions on Market Supervision of Network Anti-Unfair Competition", and the "Guiding Opinions of the State Administration for Market Regulation on Strengthening the Supervision of Online Live Marketing Activities". These regulations provide provisions on consumer rights protection, network transaction supervision, anti-unfair competition, and advertising supervision to regulate live-streaming e-commerce. In addition, we have guided Beijing, Shanghai, Zhejiang, Fujian, and other regions to develop and publish guidelines for compliant live-streaming marketing, strengthening flexible regulatory guidance, and enhancing industry compliance. Based on comprehensive research and solicitation of opinions from all parties in the industry, the State Administration for Market Regulation is currently working on drafting the "Regulations for the Supervision and Management of Live-streaming E-commerce" to establish a long-term monitoring mechanism for live-streaming e-commerce. Secondly, we are enriching the "toolbox" for routine supervision of live-streaming e-commerce. We have established an internal mechanism for routine supervision and coordination of live-streaming e-commerce platforms within the State Administration for Market Regulation, forming a collaborative supervision work pattern where each department has its duties, responsibilities, and cooperates with each other to manage major issues in the field of live-streaming e-commerce together. We have strengthened administrative guidance for live-streaming e-commerce platforms and have held multiple discussions with major live-streaming e-commerce platforms in collaboration with relevant departments to make improvement requirements, continuously solidify the platform's main responsibility. We have also enhanced product quality checks in the live-streaming e-commerce sector and organized special checks and monitoring of food safety for new formats and models. We have established a online verification mechanism for CCC certification certificates with major e-commerce platforms, conducting 240 million online verifications of CCC-certified products and intercepting unlicensed product information 13.15 million times in 2024. Thirdly, we are intensifying law enforcement in the field of live-streaming e-commerce. Last year, the State Administration for Market Regulation led a special action on network market regulation to promote development and ensure safety in 2024 together with 13 departments including the Central Cyberspace Administration to crack down on illegal actions such as false advertising, illegal advertisements, and price fraud in live-streaming e-commerce. We resolved a total of 36,000 cases involving the internet, including various internet cases such as live-streaming e-commerce. We have organized and guided local market supervision departments to investigate major typical cases in the field of live-streaming e-commerce involving false advertising, such as "Three Squirrel" and "Northeast Rain Sister", effectively purifying the industry environment. Since the beginning of this year, we have deployed measures to further strengthen the rectification of chaos in live-streaming e-commerce in various regions, and the cases announced today are typical cases resolved in various regions in recent times. Fourthly, we are enhancing standard-led compliance management in live-streaming e-commerce. While strengthening regulatory enforcement, we fully leverage the leading role of standards. The State Administration for Market Regulation has approved and released two national standards, namely the "Quality Management Specification for Live Streaming Sales of E-commerce" (GB/T 41247-2023) and the "Information Monitoring and Evaluation Specification for Live-streaming E-commerce Service Quality" (GB/T 44207-2024), guiding regions such as Jiangsu and Zhejiang to develop and publish local standards such as the "Regulations for the Management of Online Live Marketing" and the "Regulations for the Operation of Green Live Rooms" to continuously promote the standardization and regularization of the live-streaming e-commerce industry. I have introduced these situations. Next, my colleague Mr. Yan Weiguo and I are very happy to answer questions from journalists. Thank you! Wang Qiuping, Director of the News and Publicity Department of the State Administration for Market Regulation: Now, let's move on to the question and answer session. Before asking questions, media friends, please kindly report the news organization you represent. People's Daily reporter's question: Today... (Please provide the remainder of the question for a full translation)In March of the year X, the General Administration of Market Supervision released national 12315 complaint reporting data, showing that online shopping complaints remained high in 2024, with a noticeable increase in complaints related to live streaming sales. What specific measures will the market supervision department take?The question and answer session for today ends here. If anyone still has other questions they would like to know about, please contact the News and Publicity Department after the meeting.Today's press conference is now over. Thank you! This article is selected from "City Speak New Language", GMTEight Editor: Chen Wenfang.