直播电商新规出台 划定四类主体行为红线

Core Viewpoint - The newly released "Live E-commerce Supervision Management Measures" aims to strengthen the regulation of live e-commerce, protect the legal rights of consumers and operators, and promote healthy development in the industry [1][2]. Group 1: Regulatory Framework - The measures focus on four main areas to establish a clear responsibility and multi-faceted governance system for live e-commerce [1]. - It emphasizes the responsibilities of various stakeholders, including platform operators, live room operators, marketing personnel, and service agencies, detailing their legal obligations [3][4]. Group 2: Responsibility and Compliance - The measures clarify the responsibilities of live e-commerce platform operators, including qualification verification, information reporting, training mechanisms, and consumer rights protection [3]. - Live room operators and marketing personnel are required to ensure compliance with legal standards, including proper information disclosure and avoiding misleading promotions [4]. Group 3: Innovative Regulatory Tools - The measures introduce innovative regulatory tools, including flow control mechanisms, allowing for actions such as warning, limiting functions, and account suspension for non-compliance [2]. - The regulation also addresses the use of artificial intelligence in live streaming, mandating clear identification of AI-generated content to prevent misinformation [2]. Group 4: Collaborative Governance - The measures promote inter-departmental collaboration, establishing mechanisms for information sharing and joint action between market regulation and internet information departments [2]. - A cooperative system between regulatory bodies and platforms is encouraged to leverage their respective strengths for effective governance [2].