直播电商出“新规” 划定了哪些红线？

Core Viewpoint - The rise of online shopping has led to significant issues such as data fraud, counterfeit products, and false advertising, prompting the introduction of new regulations to balance innovation and strict oversight in the industry [1] Group 1: Responsibilities of Key Stakeholders - The new regulations clarify the responsibilities of four key parties involved in live commerce, including hosts (anchors), service agencies, and platform operators, ensuring that all parties are accountable for misleading promotions [2] - Hosts are now required to bear responsibility for false advertising if they knowingly promote problematic products, shifting some accountability from the platform operators to the individual hosts [2] Group 2: Liability in Case of Issues - The regulations specify liability in cases of counterfeit goods, distinguishing between direct sales by merchants and sales facilitated by influencers, with both types of sellers held accountable for product quality [3] - If a merchant delegates sales to an influencer, the operator of the live stream must also ensure product quality and bear responsibility for any counterfeit or substandard items [3] Group 3: Regulation of AI-Generated Content - The regulations address the misuse of AI technology in live commerce, particularly concerning the unauthorized use of celebrity likenesses, which constitutes a violation of rights and false advertising [4] - In cases where celebrities authorize the use of their digital likenesses, it must be clearly indicated that the representation is AI-generated to maintain consumer awareness [4] Group 4: Future Expectations from New Regulations - The comprehensive nature of the new regulations is expected to lead to more detailed platform governance, including the classification and prioritization of live streams that significantly impact consumer interests [5] - The introduction of a "blacklist" system is anticipated, which will outline the criteria for inclusion and provide practical examples of enforcement, enhancing regulatory transparency [5]