明确主体法律责任、创新惩治手段……多措并举打好直播电商监督管理“组合拳”

Core Viewpoint - The newly released "Live E-commerce Supervision Management Measures" by the State Administration for Market Regulation and the National Internet Information Office aims to clarify the legal responsibilities of live stream operators, hosts, and MCN institutions in response to the rapid development of the live e-commerce sector [1][3]. Group 1: Regulatory Requirements - Live stream operators are required to improve information disclosure, identity verification, pre-compliance review, and error correction systems [1]. - MCN institutions must standardize their recruitment, training, and management of hosts [1]. - Platforms are mandated to retain live stream playback, interaction information, order details, and transaction records for at least three years from the completion of the transaction [3]. Group 2: Enforcement Measures - The measures introduce traffic regulation methods to penalize illegal activities, requiring platforms to take actions such as warnings, functionality restrictions, traffic limitations, and live stream suspensions upon discovering violations [3]. - The regulation aims to increase the cost of illegal activities from the source, deterring those with a sense of impunity and encouraging compliance among industry participants [5]. Group 3: AI and Content Responsibility - In cases where AI-generated content is used in live e-commerce, the live stream must continuously inform consumers that the images or videos are generated by artificial intelligence [5]. - If illegal activities occur involving AI-generated content, the live stream operator managing or using that content will bear the corresponding responsibility [7]. Group 4: Additional Regulations - The State Administration for Market Regulation and the National Internet Information Office also announced the "Network Transaction Platform Rules Supervision Management Measures," which will take effect on February 1, outlining the responsibilities of platform operators in rule-making, fair execution, and dispute resolution [9].