digihuman(BJ:835670) Xin Lang Cai Jing·2026-01-07 20:19Core Viewpoint - The new regulations introduced by the State Administration for Market Regulation and the National Internet Information Office aim to enhance the supervision of online trading platforms, focusing on protecting the rights of operators and consumers while ensuring platform accountability [1]. Group 1: Regulation of AI-Generated Content - The "Live E-commerce Supervision Management Measures" include flow control as a regulatory tool and bring AI-generated content, such as digital human anchors, under supervision to prevent the misuse of new technologies for spreading false information [2]. - The regulations require that any AI-generated images or videos used in live e-commerce must be clearly labeled and continuously reminded to consumers [2]. Group 2: Protection of Consumer Rights - The "Network Trading Platform Rules Supervision Management Measures" specifically address issues like "only refunds," "forced choices," and "big data discrimination," prohibiting platforms from unreasonably restricting operators' autonomy or charging unreasonable fees [3]. - The measures further detail specific illegal practices such as forced low-price dumping and limiting consumer choices, enhancing the protection of consumer rights [3]. Group 3: Transparency and Accountability - The new regulations emphasize the importance of transparency in platform rules, requiring platforms to publicly disclose rules clearly and understandably, especially regarding fees and dispute resolution [4]. - Platforms must inform operators and consumers of any negative management measures taken, including the reasons and basis for such actions, and provide channels for appeals [4]. Group 4: Responsibilities of Live E-commerce Platforms - The "Live E-commerce Supervision Management Measures" outline the responsibilities of live e-commerce platform operators in areas such as qualification verification, information reporting, training mechanisms, and consumer rights protection [5].