剑指直播电商虚假宣传 两部门发布《直播电商监督管理办法》

Core Viewpoint - The State Administration for Market Regulation and the National Internet Information Office jointly released the "Live E-commerce Supervision and Management Measures" to enhance supervision of live e-commerce, protect consumer and operator rights, and promote healthy development of the sector. The measures will take effect on February 1 [1]. Group 1: Responsibilities of Live E-commerce Stakeholders - The measures focus on four main entities: live e-commerce platform operators, live room operators, live marketing personnel, and service agencies for live marketing personnel, clearly defining their responsibilities and obligations [1]. - For platform operators, the measures outline responsibilities across three phases: pre-event, during the event, and post-event, including identity verification, information reporting, training of marketing personnel, and consumer rights protection [1]. - Live room operators are required to publicly disclose information, verify actual operators and marketing personnel identities, manage live room interactions in real-time, and ensure compliance with pricing regulations [2]. Group 2: Regulatory Mechanisms - The measures emphasize collaborative regulation, mandating cooperation between market regulation and internet information departments to establish mechanisms for information sharing and case handling [2]. - The jurisdiction principles for handling violations related to live e-commerce activities are clearly defined to facilitate case investigations [2]. - The measures also specify credit penalties for entities that violate regulations and detail circumstances under which administrative interviews with responsible individuals will be conducted [2].