两部门联合发布直播电商监督管理办法 划定直播电商“行为红线”

Core Viewpoint - The newly released "Live E-commerce Supervision and Management Measures" by the State Administration for Market Regulation and the National Internet Information Office will take effect on February 1, 2026, focusing on responsibilities and obligations of various stakeholders in the live e-commerce ecosystem, including platform operators, live room operators, marketing personnel, and service agencies [1]. Group 1: Regulatory Framework - The measures aim to strengthen supervision and management of live e-commerce activities, protecting the legal rights of consumers and operators while promoting healthy development in the sector [3]. - The regulations apply to all live e-commerce activities conducted within the territory of the People's Republic of China, defining live e-commerce as the sale of goods or services through various live streaming formats [3][4]. Group 2: Responsibilities of Stakeholders - Live room operators are required to fulfill obligations such as information disclosure, verification of actual operators and marketing personnel, real-time management of interactive content, pre-compliance review, and clear pricing [1][3]. - The measures prohibit live room operators and marketing personnel from engaging in false advertising, commercial defamation, or selling illegal goods or services [1][3][21]. Group 3: Platform Operators' Obligations - Live e-commerce platform operators must establish mechanisms for account registration, transaction behavior norms, quality assurance, consumer rights protection, and personal information security [6][8]. - They are also required to implement content management systems and ensure compliance with laws and regulations, promoting a healthy live e-commerce ecosystem [6][8]. Group 4: Consumer Protection - The measures encourage the establishment of consumer rights protection systems and dispute resolution mechanisms by platform operators [13]. - Consumers are encouraged to participate in social supervision of live e-commerce activities to safeguard their rights [5]. Group 5: Compliance and Enforcement - The measures outline specific penalties for non-compliance, including fines for failing to verify identities or report required information [30][31]. - Market supervision and internet information departments are tasked with enforcing these regulations and ensuring compliance among all stakeholders [25][26].