DB43/T—2024 290843 湖南省地方标准 ICS 03.100.20 CCS A 10 发 布 湖南省市场监督管理局2024-0 1发布-09 2024-04实施-0 9直播电商经营规范 Business standards for live streaming e-commerceDB43/T 2908—2024 I 目 次 前言 ································ ································ ································ ························ Ⅲ 1 范围 ································ ································ ································ ····················· 1 2 规范性引用文件 ································ ································ ································ ······ 1 3 术语和定义 ································ ································ ································ ············ 1 4 直播电商基本要求 ································ ································ ································ ··· 2 5 直播电商平台经营要求 ································ ································ ····························· 2 5.1 账号管理 ································ ································ ································ ········· 2 5.2 商品管理 ································ ································ ································ ········· 2 5.3 直播行为管理 ································ ································ ································ ··· 2 5.4 推广要求 ································ ································ ································ ········· 3 5.5 信息管理 ································ ································ ································ ········· 3 5.6 消费者权益保护 ································ ································ ································ 3 6 直播主体经营要求 ································ ································ ································ ··· 4 6.1 信息发布 ································ ································ ································ ········· 4 6.2 商品或服务 ································ ································ ································ ······ 4 6.3 直播行为规范 ································ ································ ································ ··· 4 6.4 交易履行 ································ ································ ································ ········· 5 6.5 售后保障 ································ ································ ································ ········· 5 6.6 信息管理 ································ ································ ································ ········· 5 DB43/T 2908—2024 II DB43/T 2908—2024 III 前 言 本文件按照 GB/T 1.1 —2020《标准化工作导则 第1部分：标准化文件的结构和起草规则》的规 定起草。 请注意本文件的某些内容可能涉及专利。本文件的发布机构不承担识别专利的责任。 本文件由湖南省市场监督管理局提出并归口。 本文件起草单位：湖南工商大学、 （中国）消费经济学会、湖南省现代流通理论研究基地、湖南省 电子商务协会、湖南省网络直播协会、湖南水利水电职业技术学院、湖南商务职业技术学院、湖南化工 职业技术学院、湖南日报聚播科技有限公司、湖南省产商品质量监督检验研究院。 本文件主要起草人：张俊英、文永旺、魏勇军、张静、金铭、李焱一、唐红涛、彭坚、张新亮、廖 博容、张晓娜、曾鸣、聂丽君、李娟、熊丹蕾。 DB43/T 2908—2024 IV DB43/T 2908—2024 1 直播电商经营规范 1 范围 本文件规定了直播电商基本要求、直播电商平台经营要求、直播主体经营要求。 本文件适用于直播电商经营行为的规范。 2 规范性引用文件 下列文件中的内容通过文中的规范性引用而构成本文件必不可少的条款。 其中， 注日期的引用文件， 仅该日期对应的版本适用于本文件；不注日期的引用文件，其最新版本（包括所有的修改单）适用于本 文件。 GB/T 17242 投诉处理指南 GB/T 31524 电子商务平台运营与技术规范 GB/T 35273 信息安全技术 个人信息安全规范 GB/T 35409 电子商务平台商家入驻审核规范 GB/T 35411 电子商务平台信息展示要求 GB/T 41247 电子商务直播售货质量管理规范 3 术语和定义 下列术语和定义适用于本文件。 3.1 直播电商 live streaming e-commerce 基于互联网，以视频直播、音频直播、图文直播等一种或多种直播相结合的形式销售商品或提供服 务的经营活动。 3.2 直播电商平台 live streaming e-commerce platform 在直播电商经营活动中为交易双方或多方提供交易撮合及相关服务的信息网络系统总称。 注：以下简称平台。 3.3 直播主体 legal entity of live streaming 通过直播电商平台或其他互联网渠道，从事直播电商经营相关活动的自然人、法人或其他组织。 3.4 主播 live streamer 在直播电商活动中，为消费者介绍产品或服务信息、与消费者互动并引导其购买商品或服务的自然 人或数字人。 3.5 达人直播 influencer live streaming DB43/T 2908—2024 2 通过打造个人 IP形象在个人账号上以非自营商品为主要对象，进行直播电商宣传及销售活动的直 播形式。 3.6 店铺直播 store live streaming 商家通过其官方账号并以官方名义、以自营商品为主要对象，进行直播电商宣传及销售活动的直播 形式。 4 直播电商基本要求 4.1 真实性 直播电商经营活动中，所展示的商品或服务信息应真实可靠，直播宣