社交电商模式下食品交易监管的现实困境和进路建议

The Real Predicament and Suggested Approaches for the Regulation of Food Transactions in the Social E-Commerce Model

摘要: 数字经济时代，社交电商作为新兴商业模式迅速崛起，以前所未有的速度重塑电商食品交易格局。其依托用户关系链实现流量裂变，借助社交化的信任机制和去中心化的运营模式，让食品交易变得更加高效便捷。然而，这种创新模式也带来了一系列挑战。当前，食品交易监管体系难以适应社交电商的发展需求。法律对平台、主播以及经营者等多元主体的权责界定模糊，条款缺乏系统性与可操作性，导致监管实践困难重重；加之违法犯罪行为日益隐蔽，现有监管技术能力不足，进一步加剧了监管难度；消费者常面临虚假宣传、交易数据难以存证等问题，维权之路举步维艰。为突破困境，需从多维度发力改善监管现状：首先立法层面应完善责任制度，明确各方权责，并创新监管手段；其次技术层面要加强能力建设，提升监管效能；同时，推动社会多元协同治理，构建政府、企业、行业协会、消费者共同参与的监管格局，以促进电商食品交易行业的可持续健康发展，切实守护老百姓“舌尖上的安全”。

Abstract: In the era of digital economy, social e-commerce, as an emerging business model, has rapidly risen and reshaped the landscape of food transactions in e-commerce at an unprecedented pace, leveraging user relationship chains to achieve traffic explosion and utilizing the trust mechanism of socialization along with the decentralized operation mode to enhance the efficiency and convenience of food transactions. Nevertheless, this innovative model has introduced a series of challenges. The current regulatory system for food transactions is inadequately equipped to meet the developmental demands of social e-commerce. The legal framework lacks clarity in defining the rights and responsibilities of multiple stakeholders, including platforms, hosts, and operators, and the provisions are neither systematic nor operable, thereby complicating regulatory practices. Furthermore, the increasing sophistication of illegal and criminal activities, coupled with the insufficiency of existing regulatory technologies, has exacerbated the difficulty of regulation. Consumers frequently face issues such as false advertising and the inability to preserve transaction data, rendering their path to rights protection arduous. To address these predicaments, it is imperative to adopt a multi-dimensional approach to improve the regulatory landscape: Firstly, at the legislative level, it is essential to refine the responsibility system, clearly delineate the rights and obligations of all parties, and introduce innovative regulatory measures; secondly, at the technical level, efforts must be made to enhance regulatory capabilities and improve efficiency; concurrently, it is crucial to foster multi-party collaborative governance within society, establishing a regulatory framework that involves the government, enterprises, industry associations, and consumers, thereby promoting the sustainable and healthy development of the e-commerce food transaction industry and effectively safeguarding the safety of people’s “tongue tips”.