直播电商新规发布！主播、MCN、平台责任划清 AI主播纳入监管

Core Viewpoint - The newly released "Live E-commerce Supervision and Management Measures" aims to clarify the legal responsibilities of various stakeholders in the live e-commerce sector, including platform operators, hosts, and MCN institutions, while enhancing consumer protection and regulatory compliance [1][2][12]. Group 1: Legal Responsibilities - Live e-commerce platforms are required to fulfill legal responsibilities related to qualification verification, information reporting, illegal activity handling, consumer rights protection, and complaint mechanisms [2][4]. - The measures specify that live room operators must improve information disclosure, identity verification, pre-compliance audits, and error correction systems for hosts [4][12]. - MCN institutions are mandated to standardize their recruitment, training, and management of hosts [4][12]. Group 2: Regulatory Challenges and Solutions - The measures address the challenges of evidence collection for illegal activities in private domain live streaming, requiring platforms to retain live playback, interaction information, order details, and transaction records for at least three years [6][12]. - A collaborative regulatory mechanism between market supervision and internet information departments is established to enhance oversight and maintain fair market competition [7][12]. - The measures introduce innovative traffic regulation methods to penalize illegal activities, requiring platforms to take timely actions such as warnings, function restrictions, and live streaming suspensions upon notification of violations [9][10]. Group 3: AI Content Regulation - The measures include regulations for AI-generated content in live e-commerce, ensuring that hosts disclose when using AI-generated images or videos [11][12]. - Hosts are held accountable for any illegal activities arising from the use of AI-generated content during live streaming [11][12]. Group 4: Consumer Protection - The measures aim to address industry pain points such as inadequate product selection, ambiguous advertising definitions, and merchant unavailability by clarifying the responsibilities of live room operators and MCN institutions in product selection [12][14]. - Live room operators must verify the actual sellers' information and maintain records for at least three years, while MCN institutions are required to fulfill similar verification obligations [12][14]. - The measures specify conditions under which live content constitutes commercial advertising, enhancing the clarity of advertising regulations in the live e-commerce space [14].