Core Viewpoint - Pinduoduo has launched the "Spring Festival Never Closes" initiative to ensure the supply of essential goods during the Spring Festival, enhancing subsidies for various food categories and implementing multiple food safety measures to guarantee consumer confidence in purchasing [1][4]. Group 1: Food Safety Measures - The platform has intensified compliance checks on food merchants' qualifications, increasing the frequency of verification and using algorithmic models for real-time monitoring of product compliance [1][2]. - Specific measures for "cold processed pastries" include requiring merchants to provide detailed food production licenses and imposing penalties for non-compliance [2]. - Pinduoduo will conduct real-time inspections of advertisements and product information to intercept false claims and impose penalties based on the severity of violations [2]. Group 2: Governance and Compliance - Starting February 1, 2026, new regulations will enhance the governance of live-streaming merchants, focusing on food categories and content management [3]. - The platform is developing a comprehensive food database to improve oversight and has established a special governance team for food safety, increasing regular inspections in collaboration with accredited testing agencies [3]. - Pinduoduo has implemented a "minor mode" to prevent merchants from selling alcohol to minors, reinforcing its commitment to consumer protection [3]. Group 3: Future Commitments - The company aims to continuously improve its governance measures and comply with national laws and regulations, ensuring consumer rights are fully protected [4].

转自：中国质量报 本报讯 （熊纹玉）近日，四川省成都市市场监管局发布消息，该局积极创新监管模式，拟上线"直播电 商AI智能监测系统"，以科技赋能监管提质增效，实现对直播电商领域风险隐患的精准洞察、快速反 应，推动监管工作从被动应对向主动预见、从粗放监管向精准监管转型升级。 随着直播电商行业快速发展，海量、动态的直播信息给市场监管工作带来严峻挑战，传统"人盯人"的监 管模式已难以适应行业发展需求。 据介绍，"直播电商AI智能监测系统"深度融合提示词工程、RAG、模型微调等先进AI技术，精准聚焦 直播电商监管"发现难、取证难、处置慢"三大核心痛点，通过技术创新破解监管瓶颈，推动监管模式迭 代升级，为全方位、全自动、精准化打击网络交易违法行为提供坚实的技术支撑，助力规范直播电商行 业秩序。 该系统兼具全场景、智能化、高精度特点，构建起全流程智能化监管体系，核心功能突出、实用性强。 在覆盖范围与智能研判方面，该系统采用PC端与移动终端双端部署模式，实现对各类直播场景的全天 候、无死角覆盖；依托自建AI识别模型及动态更新的行业合规知识库，打造高效智能的研判核心，创 新运用视频智能切片技术，对直播流及短视频内容进行精准结 ...

期间，参会人员集体学习了新实施的《直播电商监督管理办法》，并围绕十五五规划网络市场监管内容的起草进行了座谈交流。 会上，东昌府区分享了直播电商新业态治理工作经验，并介绍短视频直播数字治理平台运用情况，茌平、临清、莘县、阳谷等县 级局从不同角度分享了工作做法和典型案例。会议指出，要坚持问题导向，提高违法线索处置效能；要强化监管执法，依法查办 典型违法案件；要提高创新意识，在发现问题、完善机制、个案处理、用好系统、异地协查等方面下功夫。 2月6日，市市场监管局召开直播电商监管座谈交流会，全市网监条线有关负责同志参加会议。 ...

Core Viewpoint - The implementation of the "Live E-commerce Supervision Management Measures" marks a significant regulatory shift, particularly affecting the promotion of "three products and one device" (drugs, health foods, special medical purpose formula foods, and medical devices) through influencers, which may lead to a substantial restriction on their marketing channels [4][6]. Regulatory Changes - The new regulation defines individuals with influence who promote products in live e-commerce as commercial advertisers, thus requiring them to comply with advertising laws [5]. - The regulation aims to address the rampant issues of false advertising in the live e-commerce sector, particularly concerning health-related products, which have seen a high incidence of misleading promotions [8]. Industry Impact - The new rules are expected to fundamentally change marketing strategies in industries such as pharmaceuticals and health products, moving from a focus on traffic-driven sales to compliance-driven, trust-based marketing [11]. - Companies like Shouxiangu have successfully utilized influencer marketing, achieving significant viewership and sales, but will now need to adapt to the new compliance landscape [11]. Compliance Strategies - Companies are advised to establish a "three-layer firewall" for advertising content compliance and to innovate marketing channels that align with regulatory expectations [12]. - Legal experts suggest that businesses should prioritize compliance in their promotional strategies, including using brand self-broadcasting instead of influencer endorsements to mitigate risks [12]. Future Trends - The industry is expected to shift from broad marketing tactics to more precise trust-building efforts, emphasizing transparency and compliance in promotional activities [12].

市场监管总局和国家网信办近日联合发布《直播电商监督管理办法》。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。 办法明确划定了行为红线,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。同时,明确了直播间运营者的义务,包括信息公示、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。 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,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。据新华社 ...

Core Viewpoint - The State Administration for Market Regulation and the National Internet Information Office jointly issued the "Live E-commerce Supervision and Management Measures," which will take effect on February 1, 2026 [2] Group 1: Regulatory Focus - The measures focus on four main entities: live e-commerce platform operators, live room operators, live marketing personnel, and service agencies for live marketing [2] - The regulations delineate behavioral red lines and enhance the regulatory framework [2] Group 2: Compliance Requirements - Live room operators are required to improve information disclosure, identity verification, pre-compliance review, and error correction systems [2] - Multi-Channel Network (MCN) institutions must standardize their recruitment, training, and management of hosts [2]

Core Viewpoint - The Market Regulation Administration has penalized Chengdu KuaiGou Technology Co., Ltd. for multiple violations in the live e-commerce sector, emphasizing a zero-tolerance approach to false marketing and counterfeit products [1][6]. Summary by Sections Company Overview - Chengdu KuaiGou, established in 2019, is a wholly-owned subsidiary of the short video platform Kuaishou, primarily responsible for Kuaishou's e-commerce business "Kuaishou Xiaodian" [1]. Violations Identified - Chengdu KuaiGou failed to fulfill information disclosure obligations, including not prominently displaying license information and not updating changes in administrative licenses, violating Article 15 and Article 33 of the E-commerce Law [1]. - The company charged unreasonable fees to platform operators, including punitive non-fixed breach penalties that exceeded reasonable limits, violating Article 35 of the E-commerce Law [1]. - There were safety assurance failures regarding products sold on the platform that did not meet safety requirements, violating Article 38 of the E-commerce Law [2]. - Chengdu KuaiGou did not take necessary actions against reported intellectual property infringements, violating Articles 42 and 45 of the E-commerce Law [4]. - The company published illegal advertisements, failing to adhere to proper review processes and publishing misleading content, violating Articles 9, 16, and 46 of the Advertising Law [4]. - Chengdu KuaiGou assisted other operators in misleading commercial promotions by displaying fictitious sales data, violating Article 8 of the Anti-Unfair Competition Law [4]. - The company provided display and transaction services for the illegal sale of wildlife and prohibited hunting tools without verifying necessary permits, violating Article 33 of the Wildlife Protection Law [5]. Penalties Imposed - In December 2025, the Market Regulation Administration ordered Chengdu KuaiGou to rectify its illegal activities and imposed a fine of 26,692,904.62 yuan [6]. Regulatory Approach - The Market Regulation Administration emphasizes a strong regulatory stance against issues like false marketing and counterfeit products, aiming to protect consumer rights and the interests of small and medium-sized businesses [6][7]. - The administration has enhanced compliance guidance for platform enterprises and is working on the formulation of the "Live E-commerce Supervision Management Measures" to clarify legal responsibilities [7].

Core Viewpoint - The rise of live streaming in e-commerce has led to consumers becoming unwitting participants in marketing activities, raising concerns about privacy and consumer rights [1][2][3] Group 1: Industry Trends - Live streaming has become a popular method for businesses to attract consumers, with a significant increase in the number of merchants achieving revenue growth through live streaming, as indicated by a 45% year-on-year increase in merchants using store broadcasts by 2025 [1] - Over 80,000 new merchants have achieved live streaming sales exceeding 1 million yuan in a short period [1] Group 2: Legal and Regulatory Issues - The unauthorized use of consumers' images in live streams constitutes an infringement of rights, as outlined by the Civil Code, which requires consent from the individual before their likeness can be used [2] - The "Live E-commerce Supervision Management Measures," effective from February this year, clarify the legal responsibilities of all parties involved and strengthen the regulatory framework for live e-commerce [2] Group 3: Consumer Rights and Protections - There is an urgent need to enhance supervision and management of live e-commerce to protect consumer rights while promoting sustainable industry development [3] - Consumers are encouraged to actively defend their rights by collecting evidence of infringement, notifying merchants to cease unauthorized streaming, and reporting to platforms or authorities if necessary [3]

（来源：中国消费者报） ■本报记者 桑雪骐 2月1日起实施的《直播电商监督管理办法》（以下简称《办法》）将达人带货定义为商业广告，回应了 业内对于达人直播带货是否构成广告的争议，有利于规范直播电商领域的"三品一械"广告营销行为。但 在新规落地的过程中，专家认为仍然存在诸多挑战，需要各方协同推进。 中国广告协会副秘书长张德志提出七方协同的理念：一是平台，须核验直播营销的主体资质，留存直播 交易的时间记录应超过3年，AI数字人直播须亮明身份，还应开展主播合规培训，建立违规处置机制， 落实先行赔付责任；二是运营者，应主动亮证亮照，特殊品类须持证经营，选品要留痕，宣传不夸大不 造假；三是MCN机构，须对主播进行合规管控，严把选品风险关；四是主播，应主动完成合规培训， 对商品进行如实宣传，不对消费者进行误导和欺诈；四是监管部门，要开展常态化巡查，严查违规行 为，开展跨部门协同执法；五是消协组织，要畅通投诉渠道，加强监督维权，对典型案例予以曝光；六 是消费者，应主动核验主播资质，留存直播消费凭证，依法理性维权；七是行业组织，应发挥行业协同 作用，如中国广告协会可以立足服务行业自律、服务行业维权、服务行业发展的宗旨，通过帮 ...

对蔬果等农产品施行"承诺达标合格证"管理；将"AI主播"纳入直播电商监管范围；防范整治拒收人民币 现金行为……2月新规一起来看！ ■蔬果禽蛋等持"证"上市 《农产品质量安全承诺达标合格证管理办法》2月1日起施行。"承诺达标合格证"证明该农产品未使用禁 用农药、兽药及其他化合物且使用的常规农药、兽药残留不超标等。办法提出，蔬菜（含人工种植的食 用菌）、水果、茶鲜叶、畜禽、禽蛋、养殖水产品等，应当实施承诺达标合格证管理。 ■数字人主播需亮明身份 《直播电商监督管理办法》2月1日起施行。针对直播电商行业特点，办法将数字人主播等人工智能生成 内容纳入监管。办法规定，使用人工智能生成的人物图像、视频从事直播电商活动的，应当进行标识， 并持续向消费者提示。 ■经营主体不得拒收现金 《人民币现金收付及服务规定》2月1日起施行。规定指出，除因履行法律、法规、规章规定的义务或法 定职责而应使用非现金支付工具情形外，不得拒收现金，不得要求或诱导他人拒收现金，不得对现金支 付采取歧视性措施。 支持现金支付的收费单位、经营主体，应保持合理的零钱备付，具备必要的收现条件。 ■全民阅读扶助"老少边穷" 《全民阅读促进条例》2月1日起施行 ...