5万亿+的直播电商市场，要变天了！

i美妆头条01-12

万亿直播电商赛道迎来最强监管。实行流量管控、实名核验并建立黑名单、AI主播也要纳入监管……直播电商要变天了！近日，为进一步加强直播电商监督管理，促进直播电商健康发展，市场监管总局联合国家网信办制定出台《直播电商监督管理办法》（以下简称《办法》），该《办法》将于今年2月1日起施行。自2016年淘宝率先拉开直播电商时代的大幕，直播电商市场规模在十年的时间，已飙升至5万亿+元。在淘宝、京东、抖音、快手...

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change!","themeId":null,"isJumpTheme":false,"ttsUrl":null,"symbols_score_info":{"89618":0.6,"01024":0.9,"JD":0.6,"BABA":1.86,"09618":0.9,"09988":1.86},"content_text":"万亿直播电商赛道迎来最强监管。实行流量管控、实名核验并建立黑名单、AI主播也要纳入监管……直播电商要变天了！近日，为进一步加强直播电商监督管理，促进直播电商健康发展，市场监管总局联合国家网信办制定出台《直播电商监督管理办法》（以下简称《办法》），该《办法》将于今年2月1日起施行。自2016年淘宝率先拉开直播电商时代的大幕，直播电商市场规模在十年的时间，已飙升至5万亿+元。在淘宝、京东、抖音、快手及小红书等平台的推动下，直播电商也成为化妆品行业增长的重要驱动力。那么，《办法》规范了哪些红线？美妆直播电商又将面临怎样的改变？压实四类主体的责任与义务《办法》共六十九条，针对直播电商责任主体多元，权责不清的问题，从事前、事中、事后三个维度建立全链条监管机制，在核心上压实了直播电商平台、直播间运营者、主播、MCN机构四类主体的责任与义务。大体来看，《办法》规定直播电商平台需履行身份核验、信息报送、培训管理、分级分类、风险处置、交易保存及消费者保护等全链条责任，以确保直播活动合规。在直播间运营者板块，《办法》明确运营者需公示信息、核验身份、实时管理内容、合规审核、明码标价，并禁止虚假宣传、商业诋毁及销售违法商品。聚焦直播营销人员，《办法》指出主播需明码标价，禁止虚假宣传、商业诋毁及销售违法商品，同时不得利用AI技术编造虚假信息。最后落足直播营销人员服务机构（MCN机构），《办法》明确MCN机构不能置身事外，需规范主播招募、培训、使用及管理，并在选品和合作中履行核验义务。对于违规重灾区的美妆直播电商而言，这一新规无疑给多主体戴上了“紧箍咒”。将流量纳入管控流量是美妆电商直播的重要生存命脉。以往，各大美妆品牌直播间及主播为了吸引消费者眼球，抢夺用户，无所不用其极，甚至不惜触碰合规红线。大众的猎奇与审丑心理，让许多利用虚假宣传、低俗营销游走在法律边缘违法牟利的主播，直播带货时人数反而居高不下。如曾经的抖音带货一哥“疯狂小杨哥”的徒弟“红绿灯的黄”靠扮丑发迹，直播间一度人数高达10w+。在带货圣罗兰美妆产品时，其也披头散发，表情狰狞，事后竟称“是想让大家开心”。针对此乱象，《办法》将流量管控纳入监管范畴。《办法》提出，平台应当建立健全风险识别制度，对直播中的违法行为及时采取警示、限制流量、暂停直播等处置措施。直播间、主播、MCN机构一旦因违法被通报，平台也需采取系列处置措施，包括警示、限制功能、限制流量、暂停直播、限期停播、关闭账号等。这意味着，以后直播间、主播、MCN机构企图利用低俗营销、虚假宣传博流量的行径，将难以为继。AI数字人虚拟传播再无挡箭牌AI为美妆直播带货降本增效，也容易让不法商家钻进虚假宣传的空子。去年，AI仿冒公众人物虚假带货就频频冲上热搜，一众明星和消费者对此深恶痛绝。利用AI合成名人语音、形象进行直播带货，不仅侵犯了名人肖像权和消费者合法权益，还扰乱了正常的市场竞争秩序。针对这一技术滥用乱象，《办法》明确平台需将AI数字人、虚拟主播纳入监管范围，要求直播间和主播在直播电商活动时，不得利用AI编造、传播虚假或者引人误解的商业信息，假冒他人进行商业宣传。若使用人工智能等技术生成的人物图像、视频从事直播电商活动，也需持续向消费者提供显著标识。这一规定将新技术的应用及时纳入管理规范，为“AI假明星直播带货”的乱象提供了明确法律依据。3年带货记录留存知名打假人王海曾在微博发帖表示，部分主播虚假宣传，“带完了货就把视频删了，把商品的链接从平台删除，消费者根本无法维权。”曾经的快手带货一哥辛巴也因“糖水燕窝”引发消费纠纷，但在河南省消协介入调查，要求平台提供涉事直播带货的原始记录时，平台却声称其直播带货的所有原始资料只保存60天，这让调查取证一度陷入僵局。随着《办法》对保存交易信息作出合规指引，这一“销毁证据”的逃避责任手段将不再奏效。内容显示，电商平台应当通过技术手段确保交易信息的完整性。保存的内容需包括直播账号，有关商品或者服务的直播视频回放记录、直播互动信息，消费者订单形成时的商品或者服务详情页面快照、客服记录、支付记录、物流快递、退换货以及售后等信息。上述内容的保存期限为自交易完成之日起不少于三年。对于直播间的运营者，《办法》也明确，商品/服务经营者的合规资质核验记录、主播身份信息核验记录、直播间对主播直播纠错与互动管理记录均需保存，保存期限同样为自直播结束之日起不少于三年。而对于MCN机构的选品核验记录，《办法》也明确要求保存不少于三年。这一全链路、长期化的监管要求，将大大便利消费者维权及相关部门执法时的证据溯源工作，同时也警示各参与主体在开展电商直播时不能再掉以轻心。“李佳琦们”要管起来一个行业共识是，电商直播赛道正在“去超头化”。即便如此，相比小达人，头部主播所在直播间本身自带流量效应，销售数据也更为可观，不过，一旦发生违规行为，其造成的危害和负面影响也更为严重。例如，疯狂小杨哥直播间接连翻车，导致三只羊网络旗下直营及达人账号全部停播，与之深度关联的美妆品牌娇润泉销售额也一落千丈；头部美妆主播骆王宇也因推荐未检测出橄榄苦苷、羟基酪醇等成分的CSS油橄榄精华产品，最终赔偿1.5亿元，短暂退网。《办法》明确指出，直播电商平台应建立健全直播间运营者分级分类管理制度，并依据合规情况、关注和访问量、交易规模、所销售的商品或者服务种类以及其他指标，对直播间及头部主播采取技术监测、实时巡查等措施。针对主播们刷单、刷评论、刷在线人数等手段制造虚假繁荣，误导商家及消费者的行为，《办法》也明令禁止，MCN机构不得通过组织虚假交易、虚假评价等方式，帮助直播间、主播进行虚假或者引人误解的商业宣传。除此之外，《办法》还提到，平台要建立黑名单制度，将严重违反市场监督管理、网信领域法律、行政法规的直播间运营者、主播及MCN机构列入黑名单，采取必要措施防止其在被列入黑名单期间，通过更换账号、重新注册账号等方式逃避惩戒。另在直播活动前，平台还需要动态核验主播的真实身份，不得为与真实身份不符或者依照国家有关规定不得从事直播电商活动的人员提供相关服务。也就是说，以后不同平台的主播们想要进行直播带货活动，将全面接受更为严格的监管约束。除了刷单、炒信的等手段将彻底失效，像李佳琦、朱瓜瓜这样的头部主播，还要被纳入分级管理体系进行重点监测，一旦被发现存在严重违规行为，或将面临永久性的行业禁入。从疯狂小杨哥因虚假宣传被重罚停播，到“东北雨姐”因售假成为违规典型，再到周周珍可爱（周珍）因名下公司涉嫌逃税被罚被永久封禁，不难看出，平台和有关部门对违规网红及MCN机构从事电商直播呈零容忍的态度。随着《办法》进入施行倒计时，留给电商直播野蛮生长的时间不多了。未来，网红主播们想在新规下存活并取得长足进步，还是要回归到专业内容、强供应链和高合规性的正道上。作者/ 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