直播电商监管新规出台 压实四类主体责任

Core Viewpoint - The recent release of the "Live E-commerce Supervision Management Measures" by the State Administration for Market Regulation and the National Internet Information Office focuses on enhancing the regulatory framework for live e-commerce platforms and stakeholders, emphasizing accountability and compliance [1] Group 1: Regulatory Framework - The measures target four main entities: live e-commerce platform operators, live room operators, live marketing personnel, and service agencies for live marketing, aiming to clarify responsibilities and obligations [1] - Clear behavioral red lines are established, prohibiting false advertising, commercial defamation, and the sale or provision of illegal goods or services by live room operators and marketing personnel [1] Group 2: Obligations and Compliance - Live room operators are required to fulfill obligations such as information disclosure, verification of actual operators and marketing personnel identities, real-time management of interactive content, pre-compliance reviews, and implementation of clear pricing [1] - Service agencies for live marketing must establish robust internal management systems to regulate the recruitment, training, utilization, and management of live marketing personnel, ensuring necessary verification in commercial collaborations and product selection [1]