刚刚，直播电商新规57条！

Core Viewpoint - The article discusses the newly proposed regulations for live e-commerce in China, aimed at enhancing supervision and management to protect consumer rights and promote healthy development in the industry [1][2]. Summary by Sections General Principles - The regulations, titled "Live E-commerce Supervision and Management Measures (Draft for Comments)," consist of seven chapters and fifty-seven articles, focusing on the responsibilities of various stakeholders in the live e-commerce ecosystem [2]. Responsibilities of Live E-commerce Platforms - The regulations specify the responsibilities and obligations of live e-commerce platform operators, including handling violations, verifying qualifications, reporting information, and establishing training mechanisms. Platforms must enhance identity verification and qualification audits for operators and marketers, and actively assist consumers in protecting their rights [2][3]. Responsibilities of Live Room Operators and Marketers - The regulations emphasize the responsibilities of live room operators and marketing personnel, requiring them to establish systems for reviewing product information, publicizing information, and verifying identities. They are prohibited from making false or misleading commercial promotions and must provide accurate and comprehensive product information to consumers [3][4]. Strengthening Supervision and Management - The regulations outline the supervisory measures applicable to live e-commerce activities, including jurisdiction, collaborative regulation, supervision, credit monitoring, and corrective actions. Market supervision and internet information departments are empowered to investigate violations and require platform operators to take corrective measures [3][4]. Legal Responsibilities for Non-compliance - The regulations detail the legal responsibilities for failing to fulfill obligations, specifying various scenarios that may lead to penalties under existing laws such as the E-commerce Law, Anti-Unfair Competition Law, Advertising Law, and Price Law. This enhances the operability and specificity of the regulations [4].