明确13类直播间禁售食品！市场监管总局列出“负面清单”

Core Viewpoint - The new regulations issued by the State Administration for Market Regulation aim to enhance food safety in live-streaming e-commerce, addressing issues such as false advertising, counterfeit products, and the sale of expired food, while promoting consumer rights and healthy development of the new business model [1][5]. Group 1: Regulatory Framework - The new regulations, titled "Regulations on the Supervision and Management of Food Safety Responsibilities of Live E-commerce Operators," will take effect on March 20, 2026, and clarify the responsibilities of various parties involved in live-streaming food sales [1]. - The regulations establish a "negative list" of 13 types of food that are prohibited from being sold in live-streaming sessions, including products made from non-food materials, those containing harmful substances, expired or spoiled food, and unlabelled pre-packaged food [6][7]. Group 2: Platform Responsibilities - Platforms are required to verify the qualifications of live-stream operators and maintain updated records every six months, ensuring that only qualified personnel conduct food-related live streams [2]. - A risk management system must be developed by platforms, which includes creating a "Food Safety Risk Control List" and implementing a mechanism for intelligent monitoring and rapid response to potential risks [2][3]. Group 3: Enforcement Measures - Platforms must take immediate action to stop any food safety violations and report them to regulatory authorities, with penalties including warnings, traffic restrictions, account suspensions, and blacklisting for non-compliance [3]. - The regulations emphasize that platforms must actively manage food safety risks rather than adopting a passive approach, ensuring accountability for any issues that arise [3]. Group 4: Consumer Protection - The regulations address three major consumer concerns: the presence of counterfeit and expired products, false advertising, and misleading information regarding food types [5]. - Specific prohibitions include misleading claims about health benefits, altering the sensory characteristics of food through technical means, and using unverified food inspection data in promotions [7].