Core Viewpoint - The new regulations introduced by the State Administration for Market Regulation and the National Internet Information Office aim to enhance the supervision of online trading platforms and live e-commerce, focusing on platform responsibilities and consumer protection. Group 1: Regulation of Live E-commerce - The "Live E-commerce Supervision Management Measures" strengthen regulatory tools by including traffic control and AI-generated content, such as digital human anchors, to prevent the misuse of technology for spreading false information [1] - Live e-commerce platforms are required to take immediate action against violations reported by regulatory authorities, including warnings, limiting functions, and account closures [2] - The measures also mandate that AI-generated images and videos used in live e-commerce must be clearly labeled and continuously disclosed to consumers [2] Group 2: Protection of Platform Operators and Consumers - The "Network Trading Platform Rules Supervision Management Measures" focus on protecting the rights of all parties involved, prohibiting unreasonable restrictions on platform operators and unfair fees [3] - Specific illegal practices such as "only refunds," "forced choices," and "big data killing familiarity" are explicitly detailed to ensure fair treatment of consumers and operators [3] - The regulations enhance the transparency and public accessibility of platform rules, requiring platforms to clearly display rules and provide reasons for negative actions taken against operators [4] Group 3: Responsibilities of Platforms - Platforms are designated as key players in the live e-commerce ecosystem, with responsibilities outlined in various laws and regulations [4] - The regulations require platforms to continuously publicize their rules, ensuring clarity and ease of understanding for both operators and consumers [4] - Platforms must inform consumers of any changes to membership services and provide channels for appeals regarding penalties or damages [4]

● 本报记者 董添 市场监管总局1月7日消息，近日，市场监管总局和国家网信办联合发布《直播电商监督管理办法》，加 强直播电商监督管理，保护消费者和经营者合法权益，促进直播电商健康发展。 办法聚焦直播电商平台经营者、直播间运营者、直播营销人员、直播营销人员服务机构四类主体，压实 责任义务，划定行为红线，完善监管机制。 在压实直播电商平台经营者责任方面，办法结合直播电商活动的具体场景，从事前、事中、事后三个维 度，系统规定了平台在身份信息核验登记、信息报送、直播营销人员培训、直播间运营者分级分类管 理、平台内违法行为处置、风险识别及处置、交易信息保存、消费者权益保护等方面的责任义务。 在压实直播间运营者、直播营销人员责任方面，办法明确了直播间运营者在信息公示、核验实际经营者 信息和直播营销人员身份信息、实时管理直播间互动内容、事前合规审核、实施明码标价等方面的义 务，划定了直播间运营者、直播营销人员不得进行虚假宣传、不得进行商业诋毁、不得销售或者提供违 法商品或者服务等行为红线。 在压实直播营销人员服务机构责任方面，办法规定直播营销人员服务机构应当建立健全内部管理制度， 规范直播营销人员的招募、培训、使用、管理等 ...

"郑州新闻广播"优秀微刊推荐 加强跨部门协作 创新引入流量监管 记者今天（7日）了解到，市场监管总局、国家网信办联合对外公布《直播电商监督管理办法》，聚焦直播电商平台经营者、直播间运营者、直播营销人 员、直播营销人员服务机构（MCN机构）四类主体，压实责任义务，划定行为红线，完善监管机制。 进一步明确四类主体法律责任 在压实直播电商平台经营者责任方面。《办法》结合直播电商活动的具体场景，从事前、事中、事后三个维度，系统规定了平台在身份信息核验登记、信 息报送、直播营销人员培训、直播间运营者分级分类管理、平台内违法行为处置、风险识别及处置、交易信息保存、消费者权益保护等方面的责任义务。 在压实直播间运营者、直播营销人员责任方面。《办法》明确了直播间运营者在信息公示、核验实际经营者信息和直播营销人员身份信息、实时管理直播 间互动内容、事前合规审核、实施明码标价等方面的义务，划定了直播间运营者、直播营销人员不得进行虚假宣传、不得进行商业诋毁、不得销售或者提 供违法商品或者服务等行为红线。 在压实直播营销人员服务机构责任方面。《办法》规定直播营销人员服务机构应当建立健全内部管理制度，规范直播营销人员的招募、培训、使用 ...

（来源：北京商报） 政策出炉，红线划定，直播电商猛踩刹车。1月7日，市场监管总局、国家网信办联合对外公布近日制定 的《直播电商监督管理办法》（以下简称《办法》），聚焦直播电商平台经营者（平台）、直播间运营 者（商家）、直播营销人员（主播）、直播营销人员服务机构（MCN机构）四类主体，压实责任义 务，完善监管机制。同日召开的市场监管总局2026年首场专题新闻发布会，正是聚焦《直播电商监督管 理办法》与《网络交易平台规则监督管理办法》。新规联袂出台，意味着平台经济尤其网络交易、直播 电商等热门领域，其发展和治理走向新阶段，成为多数受访企业和专家的共识。 在压实直播营销人员服务机构责任方面，《办法》规定直播营销人员服务机构应当建立健全内部管理制 度，规范直播营销人员的招募、培训、使用、管理等工作，在与直播间运营者的商业合作以及直播选品 中履行必要的核验义务。 锦天城律师事务所资深律师王良认为，直播电商迎来专门性、系统性的监管法规，结束长期以来"参照 适用"其他电商法规的监管状态。"针对直播业态'人、货、场'分离的特性，进行规则完善与责任细化。 通过系统界定平台、运营者、主播、MCN机构及商家的权利义务，设置贯穿营销 ...

近日，市场监管总局和国家网信办联合发布《直播电商监督管理办法》（以下简称《办法》），加强直 播电商监督管理，保护消费者和经营者合法权益，促进直播电商健康发展。 《办法》聚焦直播电商平台经营者、直播间运营者、直播营销人员、直播营销人员服务机构四类主体， 压实责任义务，划定行为红线，完善监管机制。 在压实直播电商平台经营者责任方面： 《办法》明确，直播电商平台经营者应当通过平台规则建立健全直播间运营者分级分类管理制度，根据 直播间运营者合规情况、关注和访问量、交易规模、所销售的商品或者服务种类以及其他指标，采取相 应的管理措施。其中，对关注用户多、交易规模大、直播营销人员影响力强、多次出现违法行为或者从 事关系消费者生命健康的商品或者服务的直播电商活动的直播间运营者，应当采取技术监测、实时巡查 等管理措施。 建立健全平台内违法行为处置制度 《办法》明确了直播间运营者在信息公示、核验实际经营者信息和直播营销人员身份信息、实时管理直 播间互动内容、事前合规审核、实施明码标价等方面的义务，划定了直播间运营者、直播营销人员不得 进行虚假宣传、不得进行商业诋毁、不得销售或者提供违法商品或者服务等行为红线。 在压实直播营销人 ...

政策出炉，红线划定，直播电商猛踩刹车。1月7日，市场监管总局、国家网信办联合对外公布近日制定的《直播电商监督管理办法》（以下简称《办 法》），聚焦直播电商平台经营者（平台）、直播间运营者（商家）、直播营销人员（主播）、直播营销人员服务机构（MCN机构）四类主体，压实责任 义务，完善监管机制。 同日召开的市场监管总局2026年首场专题新闻发布会，正是聚焦《直播电商监督管理办法》与《网络交易平台规则监督管理办法》。新规联袂出台，意味着 平台经济尤其网络交易、直播电商等热门领域，其发展和治理走向新阶段，成为多数受访企业和专家的共识。 明晰四大主体责任 市场监管总局网监司司长朱剑桥表示，《办法》结合直播电商行业特点，细化了《电子商务法》等法律规定，进一步明确不同主体的法律责任，构建了全链 条责任体系。 具体来看，在压实直播电商平台经营者责任方面，从事前、事中、事后三个维度，系统规定了平台在身份信息核验登记、信息报送、直播营销人员培训、直 播间运营者分级分类管理、平台内违法行为处置、风险识别及处置、交易信息保存、消费者权益保护等方面的责任义务。 在压实直播间运营者、直播营销人员责任方面，《办法》划定了直播间运营者、直播 ...

对于直播电商特别是私域直播存在的违法行为取证难等监管问题，《办法》要求平台要保存直播回放、 直播互动信息、订单详情、交易记录等信息，保存时间自交易完成之日起不少于三年。 经济观察网据央视财经，记者今天了解到，市场监管总局、国家网信办联合对外公布《直播电商监督管 理办法》，在落实平台主体责任的同时，进一步明确了直播间运营者、主播等主体的法律责任。《办 法》将于2月1日起实施。 ...

Core Viewpoint - The introduction of the "Live E-commerce Supervision and Management Measures" by the State Administration for Market Regulation and the National Internet Information Office aims to regulate the rapidly growing live e-commerce market, addressing various issues that undermine consumer trust and ensuring accountability within the industry [3][4]. Group 1: Regulatory Measures - The new regulations will take effect on February 1, 2026, establishing legal boundaries for the trillion-dollar live e-commerce market [3]. - The regulations aim to address significant issues such as AI impersonation, counterfeit products, and fraudulent practices in private domain sales, which have led to a surge in complaints [3][4]. - In 2024, complaints related to live commerce reached 402,000, a 19.3% increase year-on-year, with social media platforms seeing a threefold increase in complaints [3]. Group 2: Accountability and Responsibility - The regulations will enforce full disclosure of AI digital identities during live broadcasts, ensuring that operators are held accountable for their actions [4]. - Platforms will be required to verify the real identities of merchants, making it easier to trace fraudulent activities even in private sales [4]. - Multi-Channel Network (MCN) agencies will be held liable for the actions of their contracted influencers, preventing them from evading responsibility for fraudulent practices [4]. Group 3: Implementation and Impact - The effectiveness of the new regulations will depend on precise implementation, including the exploration of a "live compliance score" system that links credit ratings to traffic recommendations [5]. - Platforms are encouraged to shift from a "traffic-first" mentality to one that prioritizes integrity metrics such as negative review rates and return rates [5]. - The regulations aim to transition the industry from a focus on quantity to a focus on quality, establishing a new standard for digital consumption [5].

Core Viewpoint - The introduction of the "Live E-commerce Supervision Management Measures" aims to clarify the legal responsibilities of various stakeholders in the live e-commerce industry, including platforms, operators, and MCN institutions, while enhancing the regulation of AI-generated content to prevent misinformation [1][5]. Group 1: Regulatory Framework - The new regulations require live e-commerce platforms to fulfill responsibilities related to qualification verification, information reporting, illegal activity handling, consumer rights protection, and complaint mechanisms [1]. - Live room operators must improve information disclosure, identity verification, pre-compliance audits, and error correction systems for hosts [1]. - MCN institutions are mandated to standardize the recruitment, training, and management of hosts, ensuring compliance with legal obligations [2]. Group 2: AI Content Regulation - AI-generated content, including AI hosts and videos, is now subject to regulatory oversight to prevent the misuse of AI as a shield for spreading false information [1][5]. - The regulations prohibit the use of AI to fabricate or disseminate misleading commercial information and require clear identification of AI-generated content [5]. Group 3: Industry Trends and Challenges - The live e-commerce sector is transitioning towards higher quality and premium offerings, with AI technology playing a significant role in this evolution [1]. - The industry faces challenges such as low content quality, unclear legal relationships, and frequent negative public sentiment, necessitating a shift towards standardized governance [6]. - The market for live e-commerce is projected to exceed 4.5 trillion yuan in transaction volume by 2024, accounting for nearly one-third of online retail sales [6]. Group 4: MCN Institutions' Responsibilities - MCN institutions must establish internal management systems and sign agreements with live marketing personnel to clarify responsibilities and ensure compliance [2]. - They are also required to verify the information of live room operators and maintain records of product quality and consumer rights protection for at least three years [2]. Group 5: Industry Response and Future Outlook - Industry insiders believe that the new regulations will help clarify responsibilities and promote healthier industry development, although implementation may take time [2]. - Companies like Meiwang have already initiated specialized training programs for hosts to enhance compliance and industry knowledge [3]. - The application of AI across the e-commerce value chain is expected to drive significant positive effects, while regulatory measures are crucial for curbing poor practices and fostering fair competition [7].

在压实直播电商平台经营者责任方面。《办法》结合直播电商活动的具体场景，从事前、事中、事后三个维度，系统规定了平台在身份信息核验登记、信 息报送、直播营销人员培训、直播间运营者分级分类管理、平台内违法行为处置、风险识别及处置、交易信息保存、消费者权益保护等方面的责任义务。 在压实直播间运营者、直播营销人员责任方面。《办法》明确了直播间运营者在信息公示、核验实际经营者信息和直播营销人员身份信息、实时管理直播 间互动内容、事前合规审核、实施明码标价等方面的义务，划定了直播间运营者、直播营销人员不得进行虚假宣传、不得进行商业诋毁、不得销售或者提 供违法商品或者服务等行为红线。 在压实直播营销人员服务机构责任方面。《办法》规定直播营销人员服务机构应当建立健全内部管理制度，规范直播营销人员的招募、培训、使用、管理 等工作，在与直播间运营者的商业合作以及直播选品中履行必要的核验义务。 加强跨部门协作 记者今天（7日）了解到，市场监管总局、国家网信办联合对外公布《直播电商监督管理办法》，聚焦直播电商平台经营者、直播间运营者、直播营销人 员、直播营销人员服务机构（MCN机构）四类主体，压实责任义务，划定行为红线，完善监管机制。 ...