细化平台、直播运营者责任 直播电商监管再加强

Core Viewpoint - The State Administration for Market Regulation has released a draft regulation for live e-commerce, aiming to clarify the responsibilities of various parties involved and enhance compliance requirements to improve regulatory efficiency [1][6]. Group 1: Responsibilities and Obligations - The draft regulation specifies the responsibilities of live stream operators, requiring them to clearly indicate comparison prices, actual sales prices, discount amounts, and avoid misleading advertising [3][4]. - Live stream operators using AI-generated images or videos must prominently label these as AI-generated to distinguish them from real individuals [3][4]. - E-commerce platforms are required to display the registration details of live marketing personnel prominently on their pages [4][6]. Group 2: Compliance and Enforcement - The regulation emphasizes legal consequences for non-compliance, detailing specific violations and enhancing the applicability of existing laws such as the E-commerce Law and Anti-Unfair Competition Law [5]. - In 2024, complaints related to live commerce increased by 19.3%, highlighting ongoing consumer issues in the sector [5]. - The regulation mandates credit supervision of various stakeholders in the live e-commerce ecosystem, with serious violations leading to joint penalties [5][6]. Group 3: Industry Self-Regulation - Platforms like Douyin have begun self-regulation, banning deceptive practices such as using AI avatars to impersonate real live streams, resulting in significant account suspensions and removals [6]. - The regulation aims to enforce the primary responsibility of e-commerce platforms, enhancing compliance management and transmitting regulatory pressure throughout the industry [6].