两项新规齐发！剑指“大数据杀熟”“仅退款”与直播乱象

Core Viewpoint - The newly released regulations by the State Administration for Market Regulation and the National Internet Information Office aim to address issues such as "refund only" and "lowest price on the internet," as well as problems related to counterfeit goods and false marketing in live e-commerce [1][5]. Group 1: Platform Rules Supervision - The "Platform Rules Supervision Measures" enhance the responsibilities of platform enterprises by focusing on four key areas: transparency in procedures, fairness in execution, protection of rights, and social co-governance [2]. - The new regulations require platforms to publicly disclose rules and modifications, ensuring clarity and accessibility for merchants and consumers [3]. - Platforms must establish a mechanism for regular communication and consultation regarding significant rule changes, ensuring all stakeholders' opinions are considered [4]. Group 2: Live E-commerce Regulation - The "Live E-commerce Supervision Measures" clarify the legal responsibilities of various participants in the live e-commerce ecosystem, including platform operators and marketing personnel, to combat issues like counterfeit goods and false marketing [5]. - The regulations introduce innovative supervisory tools, including flow control mechanisms, to manage the unique characteristics of the live e-commerce industry [5]. - The new rules also address the regulation of digital human hosts and AI-generated content, ensuring that such technologies do not facilitate the spread of false information [6].