digihuman(BJ:835670) Sou Hu Cai Jing·2026-01-08 08:48Core Viewpoint - The newly released "Live E-commerce Supervision Management Measures" aims to enhance supervision and management of live e-commerce, protect the legal rights of consumers and operators, and promote healthy development in the industry, effective from February 1, 2026 [1]. Group 1: Responsibilities and Regulations - The measures clarify the legal responsibilities of four key entities: platform operators, live room operators, live marketing personnel, and service agencies, forming a closed-loop regulatory framework [2]. - Platforms are assigned a crucial role, with responsibilities including qualification verification, credit evaluation, and complaint mechanisms, thereby establishing a comprehensive responsibility system [2]. - The regulation includes private domain live streaming under legal supervision, addressing the challenges of monitoring this area due to its hidden nature [2]. Group 2: Blacklist System and Compliance - A blacklist system is established, requiring platforms to list operators and personnel who severely violate laws, with provisions for appeals and re-evaluation [3]. - The measures prohibit individuals on the blacklist from circumventing penalties by changing accounts and encourage information sharing between platforms for joint punitive actions [3]. - Clear behavioral boundaries are set for operators and marketing personnel, including prohibitions on providing illegal goods or services and false advertising [3]. Group 3: Artificial Intelligence and New Risks - The measures proactively include AI-generated content in regulatory oversight, mandating clear identification of digital personas used in live e-commerce to prevent misuse of technology as a shield for illegal activities [4][6]. - A case involving AI-generated advertisements misleading consumers highlights the necessity for such regulations [6]. Group 4: Collaborative Governance - The measures emphasize the need for a cross-departmental and cross-platform collaborative governance mechanism to address the complexities of live e-commerce [7]. - The regulation aims to enhance cooperation between market supervision and internet information departments, focusing on issues like false advertising and deceptive practices targeting vulnerable groups [7]. - Major platforms are already taking action against violations, with initiatives to combat fraudulent activities and ensure compliance [7]. Group 5: Industry Impact - Experts believe the measures will significantly promote industry standards, eliminate non-compliant entities, and guide the sector from chaotic growth to a focus on quality, fostering long-term healthy development in live e-commerce [8].