保障直播带货食品安全 新规出台向行业乱象亮剑

Core Viewpoint - The rise of live-streaming e-commerce in the food sector has led to significant issues such as false advertising and counterfeit products, prompting the National Market Supervision Administration to introduce regulations aimed at ensuring food safety responsibilities among live-streaming e-commerce operators [1][23]. Group 1: Regulatory Framework - The newly released regulations specifically target live-streaming e-commerce operators, which include platform operators, live-stream hosts, marketing personnel, and service agencies [10][23]. - The regulations clarify the responsibilities of each participant in the food sales chain, emphasizing the need for a clear "responsibility checklist" for all involved [10][23]. - Live-streaming marketers, especially influencers, are required to establish strict product selection systems, verify food information, and maintain records for at least three years [10][12]. Group 2: Consumer Protection and Compliance - The regulations mandate that live-streaming platforms act as the primary overseers of food safety, with enhanced responsibilities for risk management and compliance monitoring [12][14]. - Platforms must implement a comprehensive process for monitoring, including pre-broadcast checks of hosts' qualifications, real-time detection of false advertising, and retention of sales records for three years [14][21]. - The regulations outline 13 categories of prohibited food items and 10 banned live-streaming behaviors to protect consumers and ensure compliance [21][23]. Group 3: Case Studies and Enforcement - Notable cases of false advertising have emerged, such as a popular influencer selling sweet potato noodles that were found to contain no sweet potato, resulting in fines totaling 1.65 million yuan for the influencer's company [3][5]. - Another influencer faced penalties of 68.94 million yuan for misleading advertising related to mooncakes, highlighting the serious consequences of non-compliance [5][21]. - The regulations aim to address the complexities of consumer rights protection in the live-streaming e-commerce landscape, where consumers often struggle to seek redress [3][10]. Group 4: Market Dynamics and Challenges - The live-streaming e-commerce market is rapidly expanding, with projections indicating that by the end of 2024, the number of live-streaming users in China will exceed 830 million, representing 75.2% of internet users [12][23]. - Issues such as price discrepancies and the sourcing of products, like the case of "Lin'an winter bamboo shoots," reveal the challenges of maintaining quality and transparency in the market [16][21]. - The regulations are part of a broader effort to ensure food safety and consumer trust in the rapidly growing live-streaming e-commerce sector, which is crucial for sustainable development [23].