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。 中国经济网北京1月7日讯(记者 佟明彪)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。 在完善监管机制方面，从协同监管的角度出发，《办法》规定市场监管、网信部门应当加强协作， 建立健全两部门线索移交、信息共享、会商研判等工作机制。从方便案件查办的角度出发，《办法》明 确从事直播电商活动有关主体违法行为的管辖原则。从优化监管方式的角度出发，《办法》明确对有关 违法失信主体实施信用惩戒，细化市场监管、网信部门对有关负责人开展行政约谈的具体情形。 《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 ...

转自：北京日报客户端 直播间运营者、直播营销人员、直播营销人员服务机构因违法被通报，直播电商平台经营者应对相关主 体及时采取限制流量等处置措施。而数字人主播等人工智能生成内容也将纳入监管，避免新技术成为生 成或传播虚假信息的"挡箭牌"。1月7日，市场监管总局召开专题新闻发布会，对《网络交易平台规则监 督管理办法》《直播电商监督管理办法》进行解读。 禁止平台利用规则不合理"罚款" 市场监管总局网监司司长朱剑桥表示，2025年以来，总局会同有关部门聚焦平台规则等问题部署开展了 约谈整改和排查整治，"仅退款""全网最低价"等平台规则中存在的制定随意、规则滥用、执行不透明问 题得到了初步纠治。 为进一步推动平台规则公正透明，保障平台经济各方合法权益，市场监管总局会同国家网信办制定出台 了《网络交易平台规则监督管理办法》。针对社会各界反映强烈的平台"仅退款"、平台"罚款"、"会员 降权"等问题，《办法》明确禁止平台利用规则不合理限制平台内经营者自主经营、收取不合理费用、 不合理"罚款"、减损会员权益等行为，以保障平台内商家自主经营，维护消费者合法权益。 平台修改重要规则应提前15日公示 此外，按照要求，平台应当持续公示 ...

新华财经北京1月7日电（记者孙广见）1月7日，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在会上介绍，直播电商近 年来发展迅速，作为平台经济的重要组成部分，在推动创新、促进消费、扩大就业等方面发挥了重要作 用，同时也出现了假冒伪劣、虚假营销等突出问题。 二是创新监管工具，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。 三是回应技术发展，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。明确规定使用 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。 四是强化协同治理，构建跨部门跨平台监管合力。《办法》推动监管部 ...

Core Viewpoint - The newly released "Live E-commerce Supervision Management Measures" aims to strengthen the regulation of live e-commerce, protect the legal rights of consumers and operators, and promote healthy development in the industry [1][2]. Group 1: Regulatory Framework - The measures focus on four main areas to establish a clear responsibility and multi-faceted governance system for live e-commerce [1]. - It emphasizes the responsibilities of various stakeholders, including platform operators, live room operators, marketing personnel, and service agencies, detailing their legal obligations [3][4]. Group 2: Responsibility and Compliance - The measures clarify the responsibilities of live e-commerce platform operators, including qualification verification, information reporting, training mechanisms, and consumer rights protection [3]. - Live room operators and marketing personnel are required to ensure compliance with legal standards, including proper information disclosure and avoiding misleading promotions [4]. Group 3: Innovative Regulatory Tools - The measures introduce innovative regulatory tools, including flow control mechanisms, allowing for actions such as warning, limiting functions, and account suspension for non-compliance [2]. - The regulation also addresses the use of artificial intelligence in live streaming, mandating clear identification of AI-generated content to prevent misinformation [2]. Group 4: Collaborative Governance - The measures promote inter-departmental collaboration, establishing mechanisms for information sharing and joint action between market regulation and internet information departments [2]. - A cooperative system between regulatory bodies and platforms is encouraged to leverage their respective strengths for effective governance [2].

记者从今天的发布会上了解到，中央网信办有关负责人表示，《直播电商监督管理办法》和《网络交易 平台规则监督管理办法》出台后，为电商平台合规运营提供了更加明确具体的遵循，将以此为契机， 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 。 同时，督促网站平台进一步加强直播电商信息内容管理，建立健全内容审核机制，提升违法违规内容发 现力处置力，增强自我管理意识和自我管理水平，不断净化直播电商生态。对主体责任履行不到位的网 站平台，以及问题突出、顶风作案的网络账号、直播间和MCN机构，中央网信办将依法依规从严予以 处置处罚，并公开曝光，强化警示震慑。 来源｜央视新闻 编辑 ｜ 钉钉 ...

Core Viewpoint - The State Administration for Market Regulation and the National Internet Information Office have jointly issued the "Live E-commerce Supervision and Management Measures" to enhance regulation in the live e-commerce sector, particularly focusing on the use of artificial intelligence and flow control measures [1] Group 1: Regulatory Measures - The new measures aim to strengthen regulatory tools by incorporating flow control into the regulatory framework [1] - The regulation includes provisions for monitoring operators, marketing personnel, and service agencies involved in live e-commerce, requiring platforms to take timely actions against violations [1] - Specific actions that platforms must take include warnings, limiting functionalities, suspending live broadcasts, and blacklisting offenders [1] Group 2: Artificial Intelligence Oversight - The measures mandate that any use of AI-generated images or videos in live e-commerce must be clearly identified and continuously communicated to consumers [1] - This aims to prevent new technologies from being used as a shield for generating or disseminating false information [1] Group 3: Private Domain Live Streaming - The regulation also extends to private domain live streaming, requiring other online service providers to fulfill their obligations as platform operators based on the specific services they offer [1]

据央视新闻报道，7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。 直播电商平台经营者应当建立健全平台内违法行为处置制度，明确对违反法律、法规、规章的直播间、 主播、MCN机构采取警示、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的具体情形、程序以及相应的救济途径。 ■ 直播电商平台经营者应当建立健全黑名单制度，将严重违反市场监督管理、网信领域法律、行政法规 的直播间、主播、MCN机构列入黑名单。鼓励直播电商平台经营者之间共享黑名单相关信息。 ■ 直播电商平台经营者应当通过技术手段确保交易信息的完整性。交易信息应当包括直播账号，有关商 品或者服务的直播视频回放记录、直播互动信息等信息。保存时间自交易完成之日起不少于三年。 直播间运营者、直播营销人员 《办法》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。 《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 ...

记者今天了解到，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。 在完善监管机制方面。 从协同监管的角度出发，《办法》规定市场监管、网信部门应当加强协作，建立健全两部门线索移交、信息共享、会商研判等工作机制。 从方便案件查办的角度出发，《办法》明确从事直播电商活动有关主体违法行为的管辖原则。 从优化监管方式的角度出发，《办法》明确对有关违法失信主体实施信用惩戒，细化市场监管、网信部门对有关负责人开展行政约谈的具体情形。 （央视新闻） 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》 ...

Core Viewpoint - The newly released "Live E-commerce Supervision and Management Measures" aims to clarify the legal responsibilities of various stakeholders in the live e-commerce sector, including platform operators, hosts, and MCN institutions, while enhancing consumer protection and regulatory compliance [1][2][12]. Group 1: Legal Responsibilities - Live e-commerce platforms are required to fulfill legal responsibilities related to qualification verification, information reporting, illegal activity handling, consumer rights protection, and complaint mechanisms [2][4]. - The measures specify that live room operators must improve information disclosure, identity verification, pre-compliance audits, and error correction systems for hosts [4][12]. - MCN institutions are mandated to standardize their recruitment, training, and management of hosts [4][12]. Group 2: Regulatory Challenges and Solutions - The measures address the challenges of evidence collection for illegal activities in private domain live streaming, requiring platforms to retain live playback, interaction information, order details, and transaction records for at least three years [6][12]. - A collaborative regulatory mechanism between market supervision and internet information departments is established to enhance oversight and maintain fair market competition [7][12]. - The measures introduce innovative traffic regulation methods to penalize illegal activities, requiring platforms to take timely actions such as warnings, function restrictions, and live streaming suspensions upon notification of violations [9][10]. Group 3: AI Content Regulation - The measures include regulations for AI-generated content in live e-commerce, ensuring that hosts disclose when using AI-generated images or videos [11][12]. - Hosts are held accountable for any illegal activities arising from the use of AI-generated content during live streaming [11][12]. Group 4: Consumer Protection - The measures aim to address industry pain points such as inadequate product selection, ambiguous advertising definitions, and merchant unavailability by clarifying the responsibilities of live room operators and MCN institutions in product selection [12][14]. - Live room operators must verify the actual sellers' information and maintain records for at least three years, while MCN institutions are required to fulfill similar verification obligations [12][14]. - The measures specify conditions under which live content constitutes commercial advertising, enhancing the clarity of advertising regulations in the live e-commerce space [14].

【新规之下 #直播带货这些红线不能碰#】#消费者直播间购物将获更强保障# 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》，在落实平台主体责任的同时，进 一步明确了直播间运营者、主播和MCN机构等主体的法律责任。办法规定，直播电商平台应履行资质 核验、信息报送、违法处置、消费者权益保护、投诉机制等方面的法律责任。专家介绍，随着直播电商 领域的快速发展，直播卖货的人员构成也越来越复杂，此次办法明确了不同主体的法律责任。@央视网 ...