直播电商监管进入精细化阶段，剑指AI虚假宣传与刷单顽疾

Core Viewpoint - The introduction of the "Live E-commerce Supervision Management Measures" aims to clarify the legal responsibilities of various stakeholders in the live e-commerce industry, including platforms, operators, and MCN institutions, while enhancing the regulation of AI-generated content to prevent misinformation [1][5]. Group 1: Regulatory Framework - The new regulations require live e-commerce platforms to fulfill responsibilities related to qualification verification, information reporting, illegal activity handling, consumer rights protection, and complaint mechanisms [1]. - Live room operators must improve information disclosure, identity verification, pre-compliance audits, and error correction systems for hosts [1]. - MCN institutions are mandated to standardize the recruitment, training, and management of hosts, ensuring compliance with legal obligations [2]. Group 2: AI Content Regulation - AI-generated content, including AI hosts and videos, is now subject to regulatory oversight to prevent the misuse of AI as a shield for spreading false information [1][5]. - The regulations prohibit the use of AI to fabricate or disseminate misleading commercial information and require clear identification of AI-generated content [5]. Group 3: Industry Trends and Challenges - The live e-commerce sector is transitioning towards higher quality and premium offerings, with AI technology playing a significant role in this evolution [1]. - The industry faces challenges such as low content quality, unclear legal relationships, and frequent negative public sentiment, necessitating a shift towards standardized governance [6]. - The market for live e-commerce is projected to exceed 4.5 trillion yuan in transaction volume by 2024, accounting for nearly one-third of online retail sales [6]. Group 4: MCN Institutions' Responsibilities - MCN institutions must establish internal management systems and sign agreements with live marketing personnel to clarify responsibilities and ensure compliance [2]. - They are also required to verify the information of live room operators and maintain records of product quality and consumer rights protection for at least three years [2]. Group 5: Industry Response and Future Outlook - Industry insiders believe that the new regulations will help clarify responsibilities and promote healthier industry development, although implementation may take time [2]. - Companies like Meiwang have already initiated specialized training programs for hosts to enhance compliance and industry knowledge [3]. - The application of AI across the e-commerce value chain is expected to drive significant positive effects, while regulatory measures are crucial for curbing poor practices and fostering fair competition [7].