如何规范AI生成的侵权虚假直播？ 中国社会科学院大学互联网法治研究中心主任 刘晓春：现在，AI技术受大家诟病的，就是用了虚假的 名人形象，大家看着好像是名人在宣传背书，但实际上是假的。这个是大家关注最多的，这一类肯定是 违法的。不管是对名人的侵权，还是虚假宣传，非常明确。 当下，网购已经成为很多人日常的购物方式。网购一方面能即时互动，能挑能选，而且价格便宜，吸引 来很多用户；但另一方面，重营销轻品质，重成交轻售后，也带来了很多的问题，包括数据造假、假冒 伪劣、虚假宣传等。这不仅让消费者感到很头痛，也制约了行业健康发展。 近日，《直播电商监督管理办法》《网络交易平台规则监督管理办法》相继出台。这两份法规划下了什 么样的红线？是来管谁？怎样在鼓励创新和推动强监管之间找到一个更好的平衡点？一起来关注。 "新规"进一步明确四类主体责任 中国社会科学院大学互联网法治研究中心主任 刘晓春：以前的规定里也有涉及四类主体，但比如对其 中的直播营销人员，也就是大家通常说的主播，或者主播旁边的助播以及直播营销人员的服务机构，以 前规定的没有那么全面。这次非常明确规定了，主播虽然可能只是在直播间里面，真正卖方可能是直播 间的经营者 ...

近日，市场监管总局、国家网信办联合印发了《网络交易平台规则监督管理办法》与《直播电商监督管 理办法》，对平台规则制定与直播带货活动立下新规。1月7日，市场监管总局召开新年首场发布会，聚 焦关乎网络交易秩序和数字经济健康发展的上述两项新规。 新规旨在通过压实平台责任、强化全链条监管，回应"仅退款"、"大数据杀熟"、直播售假等社会关切， 推动平台经济在规范中健康发展。 平台制定规则不能再"任性" 长期以来，平台规则的制定与执行常被诟病为"一言堂"。市场监管总局网监司司长朱剑桥表示，"仅退 款""全网最低价"等平台规则中存在制定随意、规则滥用、执行不透明等问题。此次新规的首要目标， 正是要让平台规则走向公开透明。 制定、修改程序的正当性是平台规则公平公正的内在要求和重要保障。《网络交易平台规则监督管理办 法》对平台制定、修改规则的要求作出了详细规定，包括公示、公开征求意见、设置过渡期、重大事项 沟通协商等，以充分保障平台内商家、消费者等相关主体的参与权、知情权。 对平台规则的有效规制不能仅停留在规则内容本身，还要延伸到规则的执行环节。新规对此作出了明确 规定，包括保障申诉权利、建立交易纠纷解决机制、对第三方机构和工 ...

Core Points - The announcement of the withdrawal of Kuaishou's top streamer, Xinba, due to serious health issues has raised questions about the authenticity of his departure, given his history of multiple withdrawals from the platform [1][3][5] - Xinba's career has been marked by controversies, including conflicts with other streamers and issues related to product promotions, which have affected consumer trust in live commerce [3][4] - The live commerce industry is experiencing a tumultuous phase, with Xinba's dramatic exits reflecting both the potential and the challenges faced by top influencers [4][5] Summary by Sections Xinba's Withdrawal - Xinba announced his withdrawal from live streaming due to severe lung disease requiring extensive medication, transferring management of his account to his wife [1] - This marks his fifth announcement of withdrawal, leading to skepticism about whether this is a genuine exit or another publicity stunt [3][5] Career Highlights and Controversies - Xinba rose from a regular salesperson to a leading figure on Kuaishou, with over 100 million followers and a record single-session sales of 21 billion yuan [3] - His career has been punctuated by several controversies, including a high-profile conflict with another streamer in 2020, the "fake bird's nest" scandal, and issues with product quality in his own brand [3][4] Impact on the Industry - Xinba's repeated withdrawals and the surrounding drama highlight the volatile nature of the live commerce industry, where emotional narratives are often used to engage audiences [4][5] - The industry faces challenges regarding consumer trust and regulatory scrutiny, as seen in the backlash from various product-related controversies [4][5] - The ongoing tug-of-war between Kuaishou and Xinba illustrates the complexities of managing influencer relationships while maintaining platform integrity [4]