平台经济出新规：涉AI主播、电商打假、平台不合理行为等乱象

Core Viewpoint - The rapid development of live e-commerce has led to significant issues such as counterfeit products, false marketing, and privacy violations, prompting the introduction of new regulatory measures to enhance oversight and accountability in the industry [1][2][3]. Group 1: Regulatory Measures - The State Administration for Market Regulation and the National Internet Information Office jointly issued the "Network Transaction Platform Rules Supervision Management Measures" and the "Live E-commerce Supervision Management Measures" to clarify platform responsibilities and reduce illegal activities [1][8]. - The "Live E-commerce Supervision Management Measures" specifically regulate the use of AI in live streaming, prohibiting the creation and dissemination of misleading commercial information and requiring clear identification of AI-generated content [2][3]. Group 2: Flow Control and Private Domain Live Streaming - The new regulations include flow control measures for live streaming, allowing regulatory bodies to impose penalties such as traffic restrictions and account closures on violators [3][4]. - Over 80% of reported violations in private domain live streaming involved false advertising of health products and misleading elderly consumers, leading to the inclusion of private domain live streaming under regulatory oversight [3][4]. Group 3: Platform Accountability - The "Network Transaction Platform Rules Supervision Management Measures" mandate platforms to provide clear reasons for negative management actions and to inform consumers of any changes to membership rules [5][6]. - Platforms are required to publicly disclose rule changes and provide channels for consumer appeals, enhancing transparency and accountability in platform operations [6][8]. Group 4: Combating Malicious Marketing and Data Privacy - Regulatory efforts are focused on addressing malicious marketing practices, including the use of fake reviews and data manipulation by "internet water armies," with a long-term governance mechanism established to combat these issues [7][8]. - The authorities are also working to protect personal information by addressing illegal data collection practices across various services and platforms [7][8].