市场监管总局：食品生产经营者要保持线上线下同标同质

Core Viewpoint - The Chinese government has issued new guidelines to strengthen the regulation of food safety across the entire supply chain, particularly focusing on online food sales and the challenges posed by new business models in the e-commerce sector [1][2]. Group 1: Regulatory Framework - The guidelines emphasize the need for online food sales platforms to establish dedicated food safety management teams or appoint specialized personnel to oversee compliance with food safety standards [2]. - It is mandated that online platforms rigorously verify the qualifications of food producers and sellers before allowing them to sell on their sites, ensuring that all information regarding food products is transparent and accurate [2]. - The guidelines also require that food producers maintain consistent quality standards for products sold online and offline, ensuring that there is no discrepancy in safety and quality [2]. Group 2: Responsibilities and Compliance - The guidelines outline specific responsibilities for various stakeholders, including online influencers and their agencies, who must ensure that the food products they promote are verified for safety [2]. - Advertisers involved in food-related internet marketing must comply with legal standards in the design, production, and dissemination of food advertisements [2]. - Stakeholders who are aware of any illegal activities related to food products but fail to take appropriate action will be held legally accountable [2]. Group 3: Collaborative Governance - The guidelines call for a collaborative approach to governance, requiring coordination among multiple government departments, including market regulation, agriculture, and information technology, to address the challenges posed by new online food sales models [2]. - There is a focus on enhancing information monitoring and collaborative response mechanisms to tackle issues arising from live-streaming sales, private domain e-commerce, and community group buying [2]. - The guidelines propose a dual approach to enforcement, combining administrative penalties with criminal prosecution to effectively combat illegal activities in the food sector [2].