市場監管總局：加強直播電商監管力度
2025-04-24 光明(ming)日報 點擊：次
市(shi)場監管總局(ju)日(ri)前集(ji)中發布10起直播電(dian)商(shang)領域違法典型案例，包括虛(xu)假宣傳，銷(xiao)售不符合國家標(biao)準的產品(pin)，侵(qin)犯(fan)注(zhu)冊商(shang)標(biao)專用(yong)權，發布非醫療、藥(yao)(yao)品(pin)、醫療器械廣告使用(yong)醫藥(yao)(yao)用(yong)語，商(shang)品(pin)以假充真等(deng)情形(xing)。
市(shi)場監(jian)管(guan)總局網監(jian)司(si)司(si)長朱劍(jian)橋介(jie)紹(shao)，近(jin)年來，市(shi)場監(jian)管(guan)總局加(jia)強(qiang)直(zhi)播(bo)電(dian)(dian)(dian)商(shang)(shang)(shang)(shang)(shang)(shang)領(ling)域(yu)亂象(xiang)整治，加(jia)快推動直(zhi)播(bo)電(dian)(dian)(dian)商(shang)(shang)(shang)(shang)(shang)(shang)領(ling)域(yu)立(li)法(fa)立(li)規(gui)，從消費者權益保護、網絡交易監(jian)管(guan)、反(fan)不正(zheng)當競爭和廣告監(jian)管(guan)等方面對規(gui)范直(zhi)播(bo)電(dian)(dian)(dian)商(shang)(shang)(shang)(shang)(shang)(shang)作(zuo)出規(gui)定。同時，豐富(fu)直(zhi)播(bo)電(dian)(dian)(dian)商(shang)(shang)(shang)(shang)(shang)(shang)常態(tai)化(hua)(hua)監(jian)管(guan)“工具箱(xiang)”，建立(li)直(zhi)播(bo)電(dian)(dian)(dian)商(shang)(shang)(shang)(shang)(shang)(shang)平(ping)(ping)臺常態(tai)化(hua)(hua)監(jian)管(guan)會商(shang)(shang)(shang)(shang)(shang)(shang)協調機(ji)制，加(jia)強(qiang)對直(zhi)播(bo)電(dian)(dian)(dian)商(shang)(shang)(shang)(shang)(shang)(shang)平(ping)(ping)臺的(de)行(xing)政(zheng)指導，加(jia)強(qiang)直(zhi)播(bo)電(dian)(dian)(dian)商(shang)(shang)(shang)(shang)(shang)(shang)領(ling)域(yu)產品(pin)質量抽檢；加(jia)大直(zhi)播(bo)電(dian)(dian)(dian)商(shang)(shang)(shang)(shang)(shang)(shang)領(ling)域(yu)監(jian)管(guan)執法(fa)力度；強(qiang)化(hua)(hua)直(zhi)播(bo)電(dian)(dian)(dian)商(shang)(shang)(shang)(shang)(shang)(shang)合(he)規(gui)管(guan)理標準引領(ling)，持續推動直(zhi)播(bo)電(dian)(dian)(dian)商(shang)(shang)(shang)(shang)(shang)(shang)行(xing)業(ye)提升標準化(hua)(hua)、規(gui)范化(hua)(hua)水平(ping)(ping)。
據統計，2024年，市場(chang)監管總局牽頭會同(tong)中(zhong)央(yang)網(wang)信(xin)辦等(deng)13個(ge)部門開展(zhan)2024網(wang)絡市場(chang)監管促發(fa)展(zhan)保安全(quan)專項行(xing)動，依法打擊(ji)直播(bo)帶貨(huo)中(zhong)的虛假宣(xuan)傳(chuan)、違(wei)法廣(guang)告、價格欺詐(zha)等(deng)違(wei)法行(xing)為，共(gong)查處包括直播(bo)電商在內的各類涉(she)網(wang)案件(jian)3.6萬件(jian)。
朱(zhu)劍橋(qiao)表示(shi)，今年市場監(jian)管部門(men)將采(cai)取(qu)更強(qiang)有(you)力(li)的監(jian)管舉措，加快(kuai)出(chu)臺(tai)《直(zhi)(zhi)播(bo)電商監(jian)督(du)管理辦法》，進一步明確平臺(tai)經營(ying)者(zhe)、直(zhi)(zhi)播(bo)間運營(ying)者(zhe)、直(zhi)(zhi)播(bo)營(ying)銷人(ren)員(yuan)、直(zhi)(zhi)播(bo)營(ying)銷人(ren)員(yuan)服務機構(gou)等(deng)主體責任。同時，強(qiang)化(hua)直(zhi)(zhi)播(bo)帶貨(huo)商品溯(su)源管理，從嚴從重打擊虛假營(ying)銷等(deng)違法違規(gui)行為。
“今年，市場監(jian)(jian)管(guan)總(zong)局(ju)將持續推動建立(li)健全直(zhi)播營(ying)銷主體(ti)(ti)信(xin)息庫(ku)，強化平臺數(shu)據報送，及時摸清(qing)直(zhi)播電(dian)商相關經(jing)營(ying)主體(ti)(ti)的(de)底數(shu)，分級(ji)分類(lei)壓實(shi)主體(ti)(ti)責任。”市場監(jian)(jian)管(guan)總(zong)局(ju)網監(jian)(jian)司一(yi)級(ji)巡視員閆衛國說，將進一(yi)步擴展(zhan)網監(jian)(jian)平臺功能模塊，深化網絡禁限售商品(pin)詞庫(ku)、知識產權(quan)“白名單”和“召(zhao)回商品(pin)信(xin)息”等系統應用，為各級(ji)市場監(jian)(jian)管(guan)部(bu)門開展(zhan)直(zhi)播電(dian)商監(jian)(jian)管(guan)執(zhi)法提供更有力(li)的(de)技術(shu)支持。
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