英语新闻丨最高人民法院强调规范数字营销行为

The Supreme People's Court has emphasized the importance of regulating commercial marketing practices in the digital era, urging judges nationwide to help establish clear compliance guidelines for platform operators through their rulings.

最高人民法院强调，规范数字时代的商业营销行为至关重要，并敦促全国法官通过司法裁判，为平台经营者确立明确的合规指引。

In releasing details of five significant cases on Monday, China's top court highlighted the need to effectively resolve disputes related to the platform economy to better protect consumers' rights and promote healthy industry development.
在8月3日公布的五起典型案例中，最高人民法院指出，需有效化解平台经济相关纠纷，以更好保护消费者权益，促进行业健康发展。

"The platform economy is a key component of the digital economy and plays a crucial role in developing new quality productive forces," the court said, praising the rapid growth of sectors such as livestreaming e-commerce and short-video platforms in recent years.
最高人民法院表示，“平台经济是数字经济的重要组成部分，对发展新质生产力具有重要作用”，并肯定了近年来直播电商、短视频平台等领域的快速增长。

However, it pointed to problems including inadequate competition rules and a lack of clear operational guidance in these sectors, saying they have harmed consumers' legitimate interests and disrupted market order.
不过，最高人民法院也指出，这些领域存在竞争规则不健全、经营行为缺乏明确指引等问题，损害了消费者合法权益，扰乱了市场秩序。

The SPC said selling goods through livestreaming platforms has provided small and medium-sized enterprises with an important gateway to the digital economy, making lawful and compliant marketing practices essential for sustainable growth. However, it noted that some livestreamers have made biased or misleading product evaluations, resulting in commercial defamation disputes.
最高人民法院表示，通过直播平台销售商品为中小企业提供了进入数字经济的重要渠道，合法合规的营销行为对可持续发展至关重要。但也指出，部分主播发表具有偏见或误导性的商品评价，引发了商业诋毁纠纷。

A representative case from July 2024 involved a Beijing-based livestreaming company with nearly 30 million followers.
2024年7月的一起典型案例涉及一家总部位于北京、拥有近3000万粉丝的直播公司。

During a livestream, one of its hosts made disparaging remarks about a liquor brand produced by a Chongqing distillery, claiming it contained edible alcohol rather than being traditionally fermented.
在一次直播中，该公司一名主播对重庆某酒厂生产的一款白酒品牌发表贬损言论，声称该产品含有食用酒精，而非传统发酵工艺酿造。

The Chongqing company filed a lawsuit, arguing that the comments misled consumers into believing its liquor was not made from pure grains, thereby damaging its reputation.
重庆酒厂提起诉讼，认为这些评论误导消费者以为其白酒并非纯粮酿造，从而损害了其商誉。

The Beijing company argued that the remarks were spontaneous responses to viewers' questions during the livestream.
北京直播公司辩称，这些言论是直播中回应观众提问时的即兴发言。

After hearing the case, a grassroots court ruled that while livestreaming commerce is a commercial activity in which hosts may comment on products, such remarks must not infringe on the legitimate rights of others or undermine fair competition. It said livestreamers should exercise due care when discussing competing products.
经审理，一审法院认为，直播带货属于商业活动，主播可以对商品发表评论，但此类言论不得侵害他人合法权益或破坏公平竞争。法院指出，主播在评价竞品时应尽到合理注意义务。

After examining the evidence, the court found that the host's remarks created the false impression that the distillery's products were of inferior quality, constituting misleading information.
法院在审查证据后认定，主播的言论造成了该酒厂产品品质低劣的虚假印象，构成误导性信息。

The court ultimately ruled that the Beijing company had committed commercial defamation and ordered it to pay 300,000 yuan ($44,400) in compensation and legal costs to the Chongqing company.
法院最终判决北京直播公司构成商业诋毁，责令其向重庆酒厂支付30万元人民币（约合4.44万美元）赔偿金及诉讼费用。

The SPC cited the case as a model for regulating commercial conduct in the livestreaming sector, stressing that livestreamers must ensure their comments are truthful, accurate and comprehensive to avoid misleading the public.
最高人民法院将此案作为规范直播行业商业行为的范例，强调主播必须确保其言论真实、准确、全面，避免误导公众。

"The decision also helps raise legal compliance awareness among platform operators and businesses, promotes a fair and competitive market environment, and supports the sound development of the livestreaming marketing industry in the digital economy," the court said.
最高人民法院表示，“该判决还有助于提升平台经营者与商家的合规意识，营造公平竞争的市场环境，支持数字经济中直播营销行业的健康发展。”

The other four cases involve issues including virtual property and e-commerce transactions, reflecting judicial efforts to clarify platforms' responsibilities in online consumption and account transfers.
其他四起案例涉及虚拟财产、电子商务交易等问题，反映了司法机关在厘清平台于网络消费及账户转账中相关责任方面的努力。

The SPC called on judges nationwide to ensure the legality and compliance of platform transactions, operations, competition and asset management. It also pledged to continue improving judicial rules to provide a stable, fair, transparent and predictable business environment, fostering innovation and the healthy development of the platform economy.
最高人民法院要求全国法官确保平台交易、运营、竞争及资产管理的合法合规。最高人民法院还承诺将持续完善司法规则，营造稳定、公平、透明、可预期的营商环境，促进创新与平台经济健康发展。

platform economy /ˈplætfɔːm iːˈkɒnəmi/平台经济

digital economy /ˈdɪdʒɪtəl iːˈkɒnəmi/数字经济

fermented /fəˈmentɪd/发酵的

spontaneous responses /spɒnˈteɪniəs rɪˈspɒnsɪz/即兴回应

grassroots court /ˈɡrɑːsruːts kɔːt/基层法院

transparent /trænsˈpærənt/透明的

predictable /prɪˈdɪktəbəl/可预期的

fostering innovation /ˈfɒstərɪŋ ˌɪnəˈveɪʃən/促进创新