《直播电商监督管理办法》出炉 鼓励建立健全先行赔付等制度

Core Viewpoint - The newly released "Live E-commerce Supervision Management Measures" aims to regulate the live e-commerce industry, ensuring innovation while maintaining a healthy market environment and clarifying the responsibilities of various stakeholders [1][3]. Group 1: Regulatory Framework - The measures emphasize a comprehensive responsibility system for live e-commerce platforms, operators, marketers, and service agencies, detailing their legal responsibilities across pre-, during, and post-transaction phases [1][3]. - Live e-commerce platforms must establish service agreements and transaction rules that clearly define the rights and obligations of all involved parties, ensuring transparency and fairness [2][3]. Group 2: AI and Digital Human Regulations - The measures require that any AI-generated images or videos used in live e-commerce must comply with relevant laws and be clearly marked to inform consumers [3][4]. - The regulation aims to prevent misleading practices by ensuring that digital representations are properly identified, thereby protecting consumer rights [3][4]. Group 3: Blacklist System - A blacklist system is mandated for live e-commerce platforms to manage entities that severely violate regulations, preventing them from evading penalties through account changes [6][7]. - The sharing of blacklist information among platforms is encouraged to enhance industry self-regulation and protect consumer interests, fostering a fair competitive environment [6][7]. Group 4: Industry Growth and Future Outlook - The live e-commerce sector has seen rapid growth, with user numbers exceeding 600 million and a projected market size of over 4.5 trillion yuan by 2025 [7]. - Analysts predict that the industry will transition from a phase of rapid expansion to a more regulated environment, focusing on quality and efficiency rather than facilitating counterfeit goods [7].