事关平台规则和直播电商监管，两部新规提出哪些新举措？

Core 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 ensuring fair practices and protecting the rights of both operators and consumers in the live e-commerce sector [1]. Group 1: Regulation of AI-Generated Content - The "Live E-commerce Supervision Management Measures" incorporate flow control into regulatory tools and include AI-generated content, such as digital human anchors, to prevent the misuse of new technologies for spreading false information [2]. - The regulations require that operators using AI-generated images or videos in live e-commerce must clearly label such content and continuously inform consumers [2]. Group 2: Protection of Consumer Rights - The "Network Trading Platform Rules Supervision Management Measures" address issues like "refund only," "forced choice," and "big data discrimination," prohibiting platforms from unreasonably restricting operators' autonomy and charging unreasonable fees [3]. - The measures further specify illegal practices such as forced low-price sales and restrictions on consumer choices, enhancing protections for 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 rationale and basis for such actions, and provide channels for appeals [4].