人民日报回应读者关切：为直播间卖食品“划红线、立规矩”

Core Viewpoint - The new regulations by the State Administration for Market Regulation aim to enhance food safety in live-streaming e-commerce by establishing clear responsibilities and prohibitions for platforms, operators, and marketers [1][2]. Group 1: Regulatory Framework - The regulations encompass all parties involved in live-streaming e-commerce, including platform operators, live-streaming room operators, marketers, and service agencies, mandating them to fulfill food safety responsibilities [1]. - Platforms are required to implement systems for review, training, risk management, and appoint food safety management personnel, along with creating a food safety risk control checklist [1]. Group 2: Prohibited Items - The regulations specify 13 categories of prohibited food items, including those made from non-food materials, containing harmful substances, expired or spoiled foods, and unlabelled pre-packaged foods [2]. - The regulations also prohibit the sale of food products that do not meet safety standards, such as those from diseased or unqualified livestock and aquatic products [2]. Group 3: Marketing Restrictions - Ten specific prohibitions are outlined regarding marketing practices, such as not altering the sensory characteristics of food using technology and not misleading consumers about health benefits [2]. - The regulations require clear disclosures of information that directly affects consumer health and safety, preventing misleading advertising practices [2]. Group 4: Enforcement Mechanism - A tiered penalty system is established to ensure accountability and traceability of responsibilities within the live-streaming e-commerce framework [2].