Group 1 - The core viewpoint of the news is the introduction of two regulatory measures aimed at enhancing oversight in the platform economy, specifically targeting online trading platforms and live e-commerce [1][2] - The "Regulations on the Supervision and Management of Online Trading Platforms" prohibits unreasonable restrictions on operators' activities, unreasonable fees, and practices like "big data killing familiarity" [1][3] - The "Live E-commerce Supervision Management Measures" focuses on responsibilities of live e-commerce platform operators, ensuring compliance in areas such as information disclosure and real-time management of interactive content [2][3] Group 2 - Both regulations emphasize the need for collaboration between market regulation and cybersecurity departments, establishing mechanisms for information sharing and joint enforcement [2][3] - The regulations encourage platforms to adopt a social co-governance model, involving consumer organizations and third-party assessments to enhance transparency and accountability [3] - The market regulation authority plans to leverage these regulations to promote innovation and healthy development within the platform economy [3]

● 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 ...

Core Viewpoint - The newly released regulations by the State Administration for Market Regulation and the National Internet Information Office aim to address issues such as "refund only" and "lowest price across the network," as well as problems related to counterfeit goods and false marketing in live e-commerce [1][2]. Group 1: Platform Rules Supervision Management Measures - The "Platform Rules Supervision Management Measures" clarify the responsibilities and obligations of platform enterprises, focusing on enhancing governance transparency and fairness [1][2]. - New requirements include publicizing rule formulation and modification, soliciting opinions, and setting transitional periods to ensure the participation and right to know for merchants and consumers [1][2]. - The measures prohibit platforms from unreasonably restricting merchants' autonomy, charging unreasonable fees, imposing illegal fines, and diminishing member rights [1]. Group 2: Live E-commerce Supervision Management Measures - The "Live E-commerce Supervision Management Measures" specify legal responsibilities for various parties involved in live e-commerce, including platform operators and live stream hosts, and establish a comprehensive responsibility system [2]. - The regulations introduce innovative supervisory tools, including flow control, and mandate platforms to take timely actions against reported violations, such as warning, limiting functions, and closing accounts [2]. - The measures also require the identification of AI-generated content in live e-commerce activities to prevent the spread of false information [2]. Group 3: Future Directions - The new regulations will serve as a catalyst for further addressing issues in live e-commerce, focusing on false advertising and AI impersonation of public figures [3]. - There will be an emphasis on strengthening content review responsibilities for platforms and strictly penalizing those that fail to fulfill their responsibilities [3]. - The initiative includes enhancing the legal literacy and professional ethics of industry personnel to promote healthy and orderly development in live e-commerce [3].

Core Viewpoint - The recent joint release of the "Network Transaction Platform Rule Supervision Management Measures" and "Live E-commerce Supervision Management Measures" by the State Administration for Market Regulation and the National Internet Information Office establishes regulatory guidelines for compliance in live e-commerce and online platforms, aiming to protect consumer rights and enhance regulatory mechanisms [1][2]. Group 1: Live E-commerce Supervision - The "Live E-commerce Supervision Management Measures" clarify the legal responsibilities of various stakeholders, including platform operators, live room operators, and marketing personnel, across three phases: pre-operation, during operation, and post-operation [2]. - Flow control is now included in the regulatory framework, requiring platform operators to take timely actions against violations reported by regulatory authorities, such as warning, limiting functions, or even closing accounts [2]. - The measures mandate that AI-generated content, such as digital human hosts, must be clearly labeled to prevent the spread of false information, ensuring consumer awareness [2]. Group 2: Network Transaction Platform Rules - The "Network Transaction Platform Rule Supervision Management Measures" prohibit platforms from unreasonably restricting the autonomous operations of platform operators or imposing unreasonable fees and penalties [3]. - Platforms are required to publicly disclose rules clearly and prominently, with a minimum notice period of seven days for general rule changes and fifteen days for significant changes [3]. - The measures emphasize the need for platforms to inform operators and consumers of any negative management actions, including penalties, and to provide channels for appeals [3]. Group 3: Future Directions - The National Internet Information Office plans to collaborate with the State Administration for Market Regulation to ensure that online platforms eliminate unfair and unreasonable rules related to information and data security, thereby promoting a healthy development of the platform economy [4].

"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].