数字人主播纳入监管 “会员降权”被明令禁止

Core Viewpoint - The recent issuance of the "Regulations on the Supervision and Management of Online Trading Platforms" and the "Supervision and Management Measures for Live E-commerce" aims to create a fair, transparent, and trustworthy online trading ecosystem, emphasizing the responsibilities of platforms and protecting the rights of operators and consumers [1][2]. Group 1: Live E-commerce Regulations - The "Supervision and Management Measures for Live E-commerce" focuses on four main entities: platform operators, live stream room operators, live marketing personnel, and service agencies for live marketing, establishing clear responsibilities and regulatory boundaries [2]. - The regulations include measures to control traffic and incorporate artificial intelligence-generated content into the regulatory framework to prevent the misuse of new technologies for spreading false information [2]. - Specific actions that platform operators must take in response to violations by live stream operators and marketing personnel include warnings, limiting functionalities, suspending live broadcasts, and blacklisting offenders [2]. Group 2: Online Trading Platform Regulations - The "Regulations on the Supervision and Management of Online Trading Platforms" addresses issues such as "refund only," "choose one from two," and "big data discrimination," aiming to protect the rights of all parties involved [3]. - The regulations prohibit platforms from unreasonably restricting operators' autonomy, charging unreasonable fees, or imposing unfair penalties, thereby safeguarding the rights of merchants and consumers [3]. - The regulations further detail specific illegal practices, including "choose one from two," charging without providing services, forced low-price dumping, and coercing participation in promotional activities with fees [3].