《直播电商监督管理办法》出台，“魑魅魍魉”退散

Core Viewpoint - The introduction of the "Live E-commerce Supervision and Management Measures" by the State Administration for Market Regulation and the National Internet Information Office aims to regulate the rapidly growing live e-commerce market, addressing various issues that undermine consumer trust and ensuring accountability within the industry [3][4]. Group 1: Regulatory Measures - The new regulations will take effect on February 1, 2026, establishing legal boundaries for the trillion-dollar live e-commerce market [3]. - The regulations aim to address significant issues such as AI impersonation, counterfeit products, and fraudulent practices in private domain sales, which have led to a surge in complaints [3][4]. - In 2024, complaints related to live commerce reached 402,000, a 19.3% increase year-on-year, with social media platforms seeing a threefold increase in complaints [3]. Group 2: Accountability and Responsibility - The regulations will enforce full disclosure of AI digital identities during live broadcasts, ensuring that operators are held accountable for their actions [4]. - Platforms will be required to verify the real identities of merchants, making it easier to trace fraudulent activities even in private sales [4]. - Multi-Channel Network (MCN) agencies will be held liable for the actions of their contracted influencers, preventing them from evading responsibility for fraudulent practices [4]. Group 3: Implementation and Impact - The effectiveness of the new regulations will depend on precise implementation, including the exploration of a "live compliance score" system that links credit ratings to traffic recommendations [5]. - Platforms are encouraged to shift from a "traffic-first" mentality to one that prioritizes integrity metrics such as negative review rates and return rates [5]. - The regulations aim to transition the industry from a focus on quantity to a focus on quality, establishing a new standard for digital consumption [5].