微商网售自制食品安全：法律挑战与治理对策探析

Analysis of Legal Challenges and Governance Strategies for the Safety of Homemade Food Sold on WeChat Businesses

摘要: 近年来，我国网售自制食品作为新兴业态迅速发展，特别是“电商平台融合移动互联网社交媒介”的新型销售模式，显著推动了自制食品销量的攀升。然而，由于法律框架尚不完善、网络自制食品的安全监管机制难以有效执行、产品质量参差不齐，以及交易双方权益保护机制的缺失，致使食品安全事件与消费争议频发，对现有法律体系、监管手段及平台治理构成了严峻挑战。为保障微商自制食品安全性，亟需地方立法先行，对食品种类、包装标识、经营环境、抽检流程等关键环节进行精细规范。同时，构建以行政力量为主导的，社交平台、食品生产者、行业协会及消费者等多方参与的协同治理框架，促进信息共享与资源整合。在此基础上，应建立公正合理、奖惩并重的机制，引导社交平台积极履行监管职责，共同营造一个安全、透明、可信赖的网络自制食品交易环境。

Abstract: In recent years, China’s homemade food sales via online platforms have grown rapidly as an emerging industry, particularly fueled by the novel sales model of “e-commerce platforms integrated with mobile internet social media,” significantly boosting sales volumes. Nevertheless, this growth has been marred by frequent food safety incidents and consumer disputes due to inadequate legal frameworks, ineffective safety supervision mechanisms for online homemade food, varying product quality, and a lack of rights protection mechanisms for both buyers and sellers. These issues pose severe challenges to existing legal systems, regulatory measures, and platform governance. To ensure the safety of homemade food sold by micro-businesses, urgent local legislation is needed to meticulously regulate critical aspects such as food categories, packaging labels, operating environments, and sampling inspection processes. Simultaneously, a collaborative governance framework led by administrative forces and involving social media platforms, food producers, industry associations, and consumers should be established to facilitate information sharing and resource integration. On this foundation, a fair and reasonable mechanism emphasizing both rewards and punishments should be implemented, guiding social media platforms to actively fulfill their regulatory responsibilities and jointly create a safe, transparent, and trustworthy online trading environment for homemade food.