创新监管工具，强化流量监管机制。办法针对直播电商行业特点，强化监管手段，将流量管控纳入监管 工具箱，明确规定市场监管部门、网信部门将直播间运营者、直播营销人员、直播营销人员服务机构违 法情况通报直播电商平台经营者的，直播电商平台经营者应当对相关主体及时采取警示、限制功能、限 制流量、暂停直播、限期停播、关闭账号、禁止重新注册账号、列入黑名单等处置措施。 回应技术发展，规范数字人直播。办法将数字人主播等人工智能生成内容纳入监管，避免新技术成为生 成或传播虚假信息的"挡箭牌"，促进人工智能技术在直播电商领域的规范应用。 《直播电商监督管理办法》发布 明确直播电商平台经营者等主体的法律责任 人民日报北京1月7日电（记者林丽鹂）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》，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。 压实主体责任，构建全链条监管体系。办法细化了电子商务法等法律规定，从事前、事中、事后三个维 度，进一步明确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等主体的 法律责任。 强化协同治理，构建跨部门跨平台监管合力。办法推动监管部门之间联 ...

1月7日，广受关注的《直播电商监督管理办法》(以下简称《办法》)由国家市场监管总局和国家网信办 联合发布，并将于2月1日正式实施。《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，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。 在1月7日中国医药新闻信息协会举办的"大健康产品数字营销领航营"中，作为全程参与《办法》起草的 专家之一，国家市场监管总局新零售与直播电商专家委员会专家杜东为对《办法》的几大要点进行了解 析。 明确直播间运营者的身份公示、更新要求。《办法》规定，直播间运营者应当核验直播营销人员的姓 名、身份证件号码、经常居住地址、联系方式、所属直播营销人员服务机构以及与直播营销相关的专业 资质、职业职务等身份信息，并及时核验更新，保存相关记录备查，确保直播营销人员身份信息真实有 效。保存记录自直播结束之日起不少于三年。直播间运营者应当在每次直播前将核验无误的直播营销人 员身份信息报送直播电商平台经营者。直播电商平台经营者要求申请进入平台的直播间运营者提供上述 信息，同时，要求直播间运营者 ...

21世纪经济报道记者章驰 (一)商品经营者或者服务提供者以外有一定影响的自然人，在直播电商活动中以自己的名义或者形象对 商品或者服务作推荐、证明的; (二)为推销商品或者服务，将介绍商品或者服务的直播内容录制、剪辑、编辑后，以文字、图像、视 频、音频等形式通过互联网或者其他媒介发布的; (三)其他构成商业广告的情形。 《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(主播)、直播营销 人员服务机构(MCN机构)四类主体，直播电商的多种场景，规定了相应的责任与义务，达人直播属于商 业广告，网红带货将受《广告法》规制。 办法中详细列举了直播间运营者、直播营销人员发布的直播内容构成商业广告的，应当依照《中华人民 共和国广告法》的有关规定履行广告发布者、广告经营者或者广告代言人的义务。 下列情形一般构成商业广告： 1月7日上午，市场监管总局召开《网络交易平台规则监督管理办法》《直播电商监督管理办法》专题新 闻发布会。 ...

Core Viewpoint - The newly released "Live E-commerce Supervision Management Measures" aims to enhance supervision and management of live e-commerce, protect the legal rights of consumers and operators, and promote healthy development in the industry, effective from February 1, 2026 [1]. Group 1: Responsibilities and Regulations - The measures clarify the legal responsibilities of four key entities: platform operators, live room operators, live marketing personnel, and service agencies, forming a closed-loop regulatory framework [2]. - Platforms are assigned a crucial role, with responsibilities including qualification verification, credit evaluation, and complaint mechanisms, thereby establishing a comprehensive responsibility system [2]. - The regulation includes private domain live streaming under legal supervision, addressing the challenges of monitoring this area due to its hidden nature [2]. Group 2: Blacklist System and Compliance - A blacklist system is established, requiring platforms to list operators and personnel who severely violate laws, with provisions for appeals and re-evaluation [3]. - The measures prohibit individuals on the blacklist from circumventing penalties by changing accounts and encourage information sharing between platforms for joint punitive actions [3]. - Clear behavioral boundaries are set for operators and marketing personnel, including prohibitions on providing illegal goods or services and false advertising [3]. Group 3: Artificial Intelligence and New Risks - The measures proactively include AI-generated content in regulatory oversight, mandating clear identification of digital personas used in live e-commerce to prevent misuse of technology as a shield for illegal activities [4][6]. - A case involving AI-generated advertisements misleading consumers highlights the necessity for such regulations [6]. Group 4: Collaborative Governance - The measures emphasize the need for a cross-departmental and cross-platform collaborative governance mechanism to address the complexities of live e-commerce [7]. - The regulation aims to enhance cooperation between market supervision and internet information departments, focusing on issues like false advertising and deceptive practices targeting vulnerable groups [7]. - Major platforms are already taking action against violations, with initiatives to combat fraudulent activities and ensure compliance [7]. Group 5: Industry Impact - Experts believe the measures will significantly promote industry standards, eliminate non-compliant entities, and guide the sector from chaotic growth to a focus on quality, fostering long-term healthy development in live e-commerce [8].

通过总结现有实践经验，监管新规对直播电商各方参与者的责任要求更加细化，该行业将逐步转向规范化生态 中国社会科学院大学法学院互联网法治研究中心主任刘晓春认为，流量监管主要体现在处置方向上的转变，由原来的行政机关处罚罚款转向为对平台流量 分配的管控，相对处罚、罚款等方式而言可能会更加有效。 文｜《财经》研究员 樊朔 编辑｜朱弢 1月7日，市场监管总局、国家网信办联合印发了《直播电商监督管理办法》（下称《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 （主播）、直播营销人员服务机构（MCN机构）四类主体，直播电商的多种场景，规定了相应的责任与义务。同时提出流量监管这一创新监管工具，将 数字人主播等人工智能生成内容、私域直播等纳入监管，明确达人带货属于商业广告的范畴。 市场监管总局网监司司长朱剑桥在新闻发布会上表示，直播电商参与主体多、交易链条长、法律关系复杂，《办法》的出台实施将进一步压实直播电商行 业各参与主体的责任，从源头上减少违法违规行为的发生，更好保障消费者的知情权和选择权，营造公平竞争的市场秩序和安全放心的网络消费环境。 流量管控将成监管工具 例如，直播电商平台经营者应当通过平台规则建立健全 ...

Core Viewpoint - The rise of online shopping has led to significant issues such as data fraud, counterfeit products, and false advertising, prompting the introduction of new regulations to balance innovation and strict oversight in the industry [1] Group 1: Responsibilities of Key Stakeholders - The new regulations clarify the responsibilities of four key parties involved in live commerce, including hosts (anchors), service agencies, and platform operators, ensuring that all parties are accountable for misleading promotions [2] - Hosts are now required to bear responsibility for false advertising if they knowingly promote problematic products, shifting some accountability from the platform operators to the individual hosts [2] Group 2: Liability in Case of Issues - The regulations specify liability in cases of counterfeit goods, distinguishing between direct sales by merchants and sales facilitated by influencers, with both types of sellers held accountable for product quality [3] - If a merchant delegates sales to an influencer, the operator of the live stream must also ensure product quality and bear responsibility for any counterfeit or substandard items [3] Group 3: Regulation of AI-Generated Content - The regulations address the misuse of AI technology in live commerce, particularly concerning the unauthorized use of celebrity likenesses, which constitutes a violation of rights and false advertising [4] - In cases where celebrities authorize the use of their digital likenesses, it must be clearly indicated that the representation is AI-generated to maintain consumer awareness [4] Group 4: Future Expectations from New Regulations - The comprehensive nature of the new regulations is expected to lead to more detailed platform governance, including the classification and prioritization of live streams that significantly impact consumer interests [5] - The introduction of a "blacklist" system is anticipated, which will outline the criteria for inclusion and provide practical examples of enforcement, enhancing regulatory transparency [5]

针对直播电商行业特点，强化监管手段，将流量管控纳入监管工具箱，明确规定市场监管部门、网信部 门将直播间运营者、直播营销人员、直播营销人员服务机构违法情况通报直播电商平台经营者的，直播 电商平台经营者应当对相关主体及时采取警示、限制功能、限制流量、暂停直播、限期停播、关闭账 号、禁止重新注册账号、列入黑名单等处置措施。 21世纪经济报道记者章驰 1月7日上午，市场监管总局召开《网络交易平台规则监督管理办法》《直播电商监督管理办法》专题新 闻发布会。市场监管总局网监司司长朱剑桥介绍，有关部门创新监管工具，强化流量监管机制。 ...

针对直播电商领域虚假宣传、低俗"擦边"、AI仿冒公众人物、打着"特供"旗号销售假冒伪劣商品，以及 传播违禁商品售卖信息和私域直播诱骗老年人消费等问题，持续开展集中整治，坚决遏制网络直播电商 乱象。 《直播电商监督管理办法》将私域直播纳入监管，并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。 21世纪经济报道记者章驰 1月7日上午，市场监管总局召开《网络交易平台规则监督管理办法》《直播电商监督管理办法》专题新 闻发布会。 ...

Core Viewpoint - The newly released "Live E-commerce Supervision Management Measures" by the State Administration for Market Regulation and the National Internet Information Office aims to clarify the legal responsibilities of live stream operators, hosts, and MCN institutions in response to the rapid development of the live e-commerce sector [1][3]. Group 1: Regulatory Requirements - Live stream operators are required to improve information disclosure, identity verification, pre-compliance review, and error correction systems [1]. - MCN institutions must standardize their recruitment, training, and management of hosts [1]. - Platforms are mandated to retain live stream playback, interaction information, order details, and transaction records for at least three years from the completion of the transaction [3]. Group 2: Enforcement Measures - The measures introduce traffic regulation methods to penalize illegal activities, requiring platforms to take actions such as warnings, functionality restrictions, traffic limitations, and live stream suspensions upon discovering violations [3]. - The regulation aims to increase the cost of illegal activities from the source, deterring those with a sense of impunity and encouraging compliance among industry participants [5]. Group 3: AI and Content Responsibility - In cases where AI-generated content is used in live e-commerce, the live stream must continuously inform consumers that the images or videos are generated by artificial intelligence [5]. - If illegal activities occur involving AI-generated content, the live stream operator managing or using that content will bear the corresponding responsibility [7]. Group 4: Additional Regulations - The State Administration for Market Regulation and the National Internet Information Office also announced the "Network Transaction Platform Rules Supervision Management Measures," which will take effect on February 1, outlining the responsibilities of platform operators in rule-making, fair execution, and dispute resolution [9].

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。 平台商家主播机构责任划清 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 ...