Here’s a breakdown of the key elements within the regulations, using a CNBC-style approach:
CNBC AI News – In a move poised to reshape the booming e-commerce landscape, authorities have unveiled a new regulatory framework for live-stream shopping platforms. After extensive research and public consultation, the General Administration of Market Regulation, in collaboration with the National Cyberspace Administration, today released the draft “Supervision and Management Measures for Live E-commerce” (the “Measures”) for public comment.
The “Measures,” encompassing seven chapters and 57 articles, mark a significant step towards establishing a robust, consumer-friendly environment for the increasingly popular live-stream shopping sector. Key provisions include:
First, **the regulatory framework significantly enhances the responsibilities of live-stream shopping platform operators.**
The guidelines outline obligations for platform operators, including managing violations, verifying qualifications, reporting information, implementing training programs, establishing tiered management systems, monitoring operations, and providing clear information disclosure. The goal is to strengthen platform accountability, ensuring rigorous verification of live-stream hosts, service providers, and sales personnel, along with swift action against misconduct. Platforms will also be required to share data and assist consumers with complaints, placing a heavier burden of responsibility on the platform operators themselves.
Second, **the “Measures” clearly define the duties of live-stream hosts, service providers, and sales personnel.**
The guidelines emphasize the responsibilities of live-stream hosts, requiring them to establish robust systems for reviewing product information, clearly displaying data, and verifying identities. They’re also prohibited from making false or misleading claims. Furthermore, service providers are expected to oversee and train live-streamers, and to develop protocols for selecting products and correcting errors. Sales personnel, meanwhile, must provide accurate, comprehensive information about products or services, and are explicitly forbidden from deceiving or misleading consumers.
Third, **the government is bolstering its oversight capabilities across the live-stream shopping industry.**
The “Measures” detail regulations for jurisdictional authority, coordinated oversight, supervisory inspections, credit-based management, and the use of interviews and corrective actions. Regulatory authorities will work in tandem to address rule violations. The “Measures” also stipulate that platform operators must cooperate with authorities in addressing complaints and violations by those operating on their platforms.
Finally, **the “Measures” strictly outline the legal repercussions for non-compliance.**
The draft regulations specify penalties for failure to meet legal obligations, referencing existing laws such as the E-Commerce Law, the Anti-Unfair Competition Law, the Advertising Law, and the Price Law. This creates a clear framework for enforcement, adds to the actionable specificity of the policies, and acts as a significant deterrent. The government is expected to revise the documents, taking into consideration public reaction, and introduce these directives shortly, with the express goal of creating and maintaining the development and health of live-stream e-commerce trading.
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