The reporter learned today that the General Administration of Market Supervision and the State Internet Information Office jointly issued the “Measures for the Supervision and Administration of Live E-commerce” to strengthen the supervision and management of live e-commerce, protect the legitimate rights and interests of consumers and operators, and promote the healthy development of live e-commerce. The “Measures” focus on the four categories of live e-commerce platform operators, live streaming room operators, live streaming marketers, and live streaming marketers, and service agencies to consolidate responsibilities and obligations, delineate red lines of conduct, and improve supervision mechanisms. In terms of compacting the responsibilities of e-commerce platform operators for live streaming. Combining specific scenarios of live e-commerce activities, the “Measures” stipulate the platform's responsibilities and obligations in terms of identity information verification and registration, information reporting, live streaming marketer training, live streaming room operator hierarchical classification management, handling of illegal acts within the platform, risk identification and disposal, storage of transaction information, and protection of consumer rights and interests. In terms of compacting the responsibilities of live broadcast room operators and live streaming marketers. The “Measures” clarify the obligations of live broadcast room operators in disclosing information, verifying the actual operator's information and the identity information of live streaming marketers, managing interactive content in the live broadcast room in real time, prior compliance reviews, and implementing clear pricing, etc., and defines a red line where live broadcast room operators and live streaming marketers must not carry out false publicity, commercial slander, or sell or provide illegal products or services. In terms of compacting the responsibilities of live streaming marketers as service agencies. The “Measures” stipulate that live streaming marketers and service agencies shall establish and improve internal management systems, standardize the recruitment, training, use, and management of live streaming marketers, and carry out necessary verification obligations in commercial cooperation with live broadcast room operators and live streaming product selection.

The reporter learned today that the General Administration of Market Supervision and the State Internet Information Office jointly issued the “Measures for the Supervision and Administration of Live E-commerce” to strengthen the supervision and management of live e-commerce, protect the legitimate rights and interests of consumers and operators, and promote the healthy development of live e-commerce. The “Measures” focus on the four categories of live e-commerce platform operators, live streaming room operators, live streaming marketers, and live streaming marketers, and service agencies to consolidate responsibilities and obligations, delineate red lines of conduct, and improve supervision mechanisms. In terms of compacting the responsibilities of e-commerce platform operators for live streaming. Combining specific scenarios of live e-commerce activities, the “Measures” stipulate the platform's responsibilities and obligations in terms of identity information verification and registration, information reporting, live streaming marketer training, live streaming room operator hierarchical classification management, handling of illegal acts within the platform, risk identification and disposal, storage of transaction information, and protection of consumer rights and interests. In terms of compacting the responsibilities of live broadcast room operators and live streaming marketers. The “Measures” clarify the obligations of live broadcast room operators in disclosing information, verifying the actual operator's information and the identity information of live streaming marketers, managing interactive content in the live broadcast room in real time, prior compliance reviews, and implementing clear pricing, etc., and defines a red line where live broadcast room operators and live streaming marketers must not carry out false publicity, commercial slander, or sell or provide illegal products or services. In terms of compacting the responsibilities of live streaming marketers as service agencies. The “Measures” stipulate that live streaming marketers and service agencies shall establish and improve internal management systems, standardize the recruitment, training, use, and management of live streaming marketers, and carry out necessary verification obligations in commercial cooperation with live broadcast room operators and live streaming product selection.