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<p>　　網路直播行銷，就是人們常說的直播帶貨。作為一種新興商業模式和網際網路業態，近年來，直播帶貨發展勢頭迅猛，在促進就業、擴大內需、提振經濟、脫貧攻堅等方面發揮了積極作用。但與此同時，該行業也出現了直播行銷人員言行失范、利用未成年人直播牟利、平臺主體責任履行不到位、虛假宣傳和數據造假、假冒偽劣商品頻現、消費者維權取證困難等問題，亟待規範。</p> <p>　　為了規範行業發展，此前，多部門頻頻出手予以整頓和規範，相關行業協會也制定了自律規範等，這對於遏制行業亂象起到了很大的積極作用。不過，專家指出，目前對於主播以及平臺應承擔的責任還不明晰，要規範直播帶貨還需要跨部門監管。</p> <p>　　國家網信辦有關負責人指出，此次出臺的《辦法》針對直播帶貨中的“人、貨、場”，將“臺前幕後”各類主體、“線上線下”各項要素納入監管範圍，同時明確細化直播行銷平臺、直播間運營者、直播行銷人員等參與主體各自的權責邊界，進一步壓實了各方主體責任。</p> <p>　　對於直播行銷平臺來講，在通過直播獲得利潤和流量的同時，也需要承擔相應的平臺治理責任。《辦法》在壓實平臺主體責任方面有所創新：一是提出事前預防，要求平臺對粉絲數量多、交易金額大的重點直播間採取安排專人實時巡查、延長直播內容保存時間等防範措施。二是注重事中警示，要求平臺建立風險識別模型，對風險較高和可能影響未成年人身心健康的行為採取彈窗提示、顯著標識、功能和流量限制等調控措施。三是強調事後懲處，要求平臺對違法違規行為採取阻斷直播、關閉賬號、列入黑名單、聯合懲戒等處置措施。</p> <p>　　對於直播從業者，《辦法》提出直播行銷人員和直播間運營者為自然人的，應當年滿十六周歲，要求直播間運營者、直播行銷人員遵守法律法規和公序良俗，真實、準確、全面地發佈商品或服務資訊，明確直播行銷行為8條紅線，突出直播間5個重點環節管理，對直播行銷活動相關廣告合規、直播行銷場所、互動內容管理、商品服務供應商資訊核驗、消費者權益保護責任、網路虛擬形象使用提出明確要求。</p> <p>　　針對社會輿論廣泛關切的消費者權益保護問題，《辦法》進行了多處強化。例如，直播行銷平臺應當及時處理公眾對於違法違規資訊內容、行銷行為投訴舉報。消費者通過直播間內連結、二維碼等方式跳轉到其他平臺購買商品或者接受服務，發生爭議時，相關直播行銷平臺應當積極協助消費者維護合法權益，提供必要的證據等支援。</p> <p>　　總的來講，此次出臺的新規又“嚴”又“細”，這將給行業帶來正面的引導和規範。無論是平臺還是主播，都應合法合規進行直播活動，不得觸碰法律的紅線、侵犯消費者合法權益。否則，必然受到相應的處罰。</p></div> <div class="editor f14">[責任編輯：李丹]</div> </div>  <div class="page-number"> <script type="text/javascript"> createPageHTML(1, 0, "t20210426_12348143", "htm"); </script> </div>  </div>   <div class="content-plus"> <div class="wrap"> <h3 class="zone-desc-content"><span class="format">相關新聞</span></h3> <ul class="list clearfix"> <li class="list-item single-line f14"><a href="http://103.249.53.35/gate/big5/econ.taiwan.cn/econ/202104/t20210426_12348141.htm" target="_blank" title="職業危害因素不斷“上新”，職業病目錄何時“更新”">職業危害因素不斷“上新”，職業病目錄何時“更新”</a></li> <li class="list-item single-line f14"><a href="http://103.249.53.35/gate/big5/econ.taiwan.cn/econ/202104/t20210425_12347915.htm" target="_blank" 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