数字人主播将被纳入直播电商监管

Core Viewpoint - The State Administration for Market Regulation and the National Internet Information Office have jointly issued the "Live E-commerce Supervision and Management Measures" to enhance regulation in the live e-commerce sector, particularly focusing on the use of artificial intelligence and flow control measures [1] Group 1: Regulatory Measures - The new measures aim to strengthen regulatory tools by incorporating flow control into the regulatory framework [1] - The regulation includes provisions for monitoring operators, marketing personnel, and service agencies involved in live e-commerce, requiring platforms to take timely actions against violations [1] - Specific actions that platforms must take include warnings, limiting functionalities, suspending live broadcasts, and blacklisting offenders [1] Group 2: Artificial Intelligence Oversight - The measures mandate that any use of AI-generated images or videos in live e-commerce must be clearly identified and continuously communicated to consumers [1] - This aims to prevent new technologies from being used as a shield for generating or disseminating false information [1] Group 3: Private Domain Live Streaming - The regulation also extends to private domain live streaming, requiring other online service providers to fulfill their obligations as platform operators based on the specific services they offer [1]