直播电商领域将迎新规，剑指虚假营销等乱象

Core Viewpoint - The State Administration for Market Regulation (SAMR) is drafting a new regulation aimed at strengthening the supervision of live e-commerce, addressing issues such as false marketing and ensuring consumer rights [1][2]. Group 1: Regulatory Framework - The new regulation, titled "Live E-commerce Supervision Management Measures (Draft for Comments)," aims to clarify the legal responsibilities of various stakeholders in the live e-commerce ecosystem, including platform operators, live streamers, and marketing personnel [1][2]. - The regulation emphasizes a balanced approach between regulatory compliance and promoting industry development, focusing on problem-oriented measures to address existing issues in the live e-commerce sector [2][3]. Group 2: Responsibilities of Platform Operators - The regulation outlines specific responsibilities for platform operators, including compliance with verification, information reporting, and training mechanisms, to enhance accountability and consumer protection [3][4]. - It aims to establish a collaborative governance model that includes not only platform operators but also live streamers and service agencies, addressing the complexities and risks associated with the live e-commerce model [3]. Group 3: Implementation and Impact - The SAMR assures that the new regulation will not impose additional burdens on stakeholders, as it aligns with existing laws such as the E-commerce Law and Consumer Rights Protection Law [4]. - The regulation will incorporate a blacklist system for non-compliant entities, which is already a common practice among live e-commerce platforms [4][5].