Core Viewpoint - The newly released regulations on live-streaming e-commerce operators aim to enhance food safety by prohibiting the sale of 13 categories of food products deemed unsafe, effective from March 20, 2026 [1][2] Group 1: Prohibited Food Items - The regulations specify a "prohibited food sales list" that includes items produced with non-food materials, those containing toxic substances, and foods that are expired, spoiled, or contaminated [1] - Additional items on the list include meat and aquatic products from diseased or unqualified sources, pre-packaged foods without labels, and any food products banned by national regulations [1] Group 2: Responsibilities of Stakeholders - All parties involved in live-streaming, including platform operators, streamers, and marketing personnel, are required to fulfill their food safety responsibilities, ensuring accountability in case of violations [1] - Food producers must publicly disclose their licensing information and verify supplier qualifications when operating live-streams, while non-food producers must implement strict product selection systems [2] Group 3: Regulatory Measures - The regulations mandate that market supervision departments incorporate live-streamed food sales into routine oversight and annual inspection plans, with technical monitoring records recognized as electronic evidence [2] - Platforms are required to establish complaint and reporting mechanisms to address consumer concerns promptly, alongside implementing training and risk management systems [2]

Core Viewpoint - The newly released regulations on live-streaming e-commerce operators emphasize food safety responsibilities and prohibit the sale of 13 categories of food items in live-streaming sessions, effective from March 20, 2026 [1][2]. Group 1: Prohibited Food Items - The regulations specify a "prohibited food list" that includes items produced with non-food materials, those containing toxic substances, foods exceeding limits for pathogenic microorganisms and heavy metals, expired or spoiled foods, and unlabelled pre-packaged foods [1]. - Other prohibited items include meat and products from diseased or unqualified livestock and aquatic animals, as well as foods that are banned from production and sale by national regulations [1]. Group 2: Responsibilities of Stakeholders - The regulations encompass all stakeholders in the live-streaming ecosystem, including platform operators, live-stream hosts, and marketing personnel, mandating them to fulfill their food safety responsibilities [1][2]. - Food producers must publicly disclose their licensing information and verify supplier qualifications when operating live-streaming sessions, while non-food producers must implement strict product selection systems [2]. Group 3: Regulatory Measures and Consumer Protection - The regulations require market supervision departments to include live-streamed food sales in routine oversight and annual sampling plans, with technical monitoring records recognized as electronic evidence [2]. - Platforms are mandated to establish complaint and reporting mechanisms to address consumer concerns promptly, alongside implementing training and risk management measures [2].

Core Viewpoint - The rise of food safety issues in live-streaming e-commerce highlights the need for stricter regulations to protect consumer rights and ensure compliance with existing laws [1][2]. Group 1: Regulatory Developments - The State Administration for Market Regulation is prioritizing the oversight of online food sales, with new regulations set to be implemented soon to enforce food safety responsibilities among live-streaming e-commerce operators [1][2]. - The upcoming regulations will specifically address issues such as exaggerated claims, false advertising, and price fraud in food live-streaming [2]. Group 2: Platform Responsibilities - Live-streaming platforms must take on greater responsibility for the content produced by their operators, ensuring compliance with legal standards and preventing the sale of counterfeit or substandard products [2]. - The regulations will require platforms to maintain a "Food Safety Risk Control List" that includes the qualifications of live-stream operators and the compliance of food products with relevant laws [2]. Group 3: Consumer Protection Measures - The need for dynamic monitoring and enhanced regulatory capabilities is emphasized to combat deceptive practices in food live-streaming, such as the use of fake accounts and misleading marketing tactics targeting vulnerable groups like the elderly [3]. - Establishing robust mechanisms for traceability, evidence-based advertising, and consumer rights protection is essential for fostering a trustworthy environment in the food live-streaming sector [3].

Core Viewpoint - The rapid growth of food live-streaming e-commerce has brought convenience to consumers, but it has also led to significant food safety issues and regulatory challenges in the industry [1][5]. Group 1: Industry Growth and Characteristics - The food live-streaming e-commerce industry has seen explosive growth, with the market size increasing by 10.5 times over the past five years [6]. - As of the end of 2024, the number of live-streaming e-commerce users in China is expected to reach 760 million, accounting for 72.5% of the total internet users [6]. - The industry is characterized by its convenience and interactivity, which effectively stimulates consumer purchasing desires [1]. Group 2: Major Issues in Food Live-streaming - Common problems in food live-streaming include false advertising, inconsistent product quality, and food safety hazards, leading to widespread industry chaos [1][5]. - Some live-streamers exaggerate product benefits or conceal true ingredients, misleading consumers into making purchases [2]. - Cases of counterfeit and substandard products are prevalent, with some sellers offering products without proper licenses or quality certifications [2][3]. Group 3: Regulatory Responses and Responsibilities - The National Market Supervision Administration is working on regulations to enhance the accountability of live-streaming platforms and operators regarding food safety [7][8]. - New regulations will require platforms to establish food safety management systems, conduct product audits, and ensure consumer rights are protected [7]. - The regulations also emphasize the need for real-time monitoring of live-stream content and strict quality control of sold products [7][8]. Group 4: Consumer Protection and Future Directions - A report from the China Consumers Association indicates that nearly 40% of complaints related to live-streaming involve false advertising, particularly in the food sector [5]. - Experts suggest that industry standards should be established for high-risk categories like health products and fresh food, requiring live-streamers to undergo professional training [8]. - The resolution of industry chaos will depend on the collective advancement of regulations, technology, and consumer awareness [8].