人民日報評論文章:要為內地直播電商建立信用制度
《人民日報》發表《為直播電商筑牢誠信之基》為題的的評論,指信用應該成為直播電商行業的准入門檻,認為只有進一步規範和明確直播電商中「人、貨、場」等之間的權責關係,才能促進直播電商健康發展,讓大眾真正享受到互聯網帶來的紅利。
文章指,一些電商主播擁有大量粉絲,所謂的「收割」流量、「賺快錢」等行為時有發生。將信用與直播權限相結合,是相關制度設計的一個出發點。征求意見稿針對互聯網虛擬性特點,明確提出直播主體「不應是曾在虛假廣告中作推薦、証明受到行政處罰且未滿三年的自然人、法人或者其他組織」。這將對直播電商行業中存在誇大宣傳和虛假宣傳等問題的相關主體起到極大震懾作用。
文章又指,信用的公開和共享是誠信聯合懲戒機制的基礎,主播、商家和直播服務機構的失信行為既要讓社會大眾看到,也要通過信用共享機制被各個平台看到。一方面,應讓消費者的口碑和評價成為直播行業的指針。另一方面,有必要建立聯合懲戒機制。對直播平台來說,應結合主播的信用等級,提供與之相適應的監管等級和權限,確保消費者的正當評價權利並納入直播評價系統,同時在技術上確保信用等級和消費評價公開透明。
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