On the 10th, the reporter learned from the State Administration for Market Regulation that in order to strengthen the supervision and management of live streaming e-commerce, the bureau, based on sufficient research and extensive solicitation of opinions, has jointly studied and drafted the "Measures for the Supervision and Management of Live Streaming E-commerce (Draft for Comments)" (hereinafter referred to as the "Measures") with the Cyberspace Administration of China, and officially solicited opinions from the society. The deadline for soliciting opinions is July 10th. In recent years, the live streaming e-commerce industry has developed rapidly. While promoting consumption and expanding employment, chaos such as false marketing and counterfeiting have gradually emerged. Therefore, the Measures have refined the responsibilities and obligations of operators of live streaming e-commerce platforms. Require platform operators to establish and improve platform agreement rules, strengthen identity authentication and qualification review of live broadcast room operators, live broadcast marketing personnel service organizations, and live broadcast marketing personnel, strengthen the handling of illegal and irregular behaviors, submit data information in accordance with laws and regulations, actively assist consumers in safeguarding their rights, and further strengthen the main responsibility of platform enterprises. The Measures clarify the responsibilities and obligations of live broadcast room operators, live broadcast marketing personnel service organizations, and live broadcast marketing personnel. Require live broadcast operators not to make false or misleading commercial advertisements. Live streaming marketers are required to truthfully, accurately, and comprehensively introduce products or services, and must not deceive or mislead consumers. The Measures have strengthened the means of supervision and management. According to the Measures, if the market supervision and administration, as well as the cyberspace administration, investigate and verify violations of market supervision and administration, cyberspace laws, regulations, and rules by live broadcast room operators, live broadcast marketing personnel service institutions, and live broadcast marketing personnel, and require live broadcast e-commerce platform operators to take disposal measures to stop them in accordance with the law, the live broadcast e-commerce platform operators shall cooperate. The Measures also specify the specific circumstances for failure to fulfill legal obligations, and clarify the basis for punishment through the application of relevant laws, regulations, rules or newly established penalty clauses such as the E-commerce Law, Anti Unfair Competition Law, Advertising Law, Price Law, etc., increasing the operability and pertinence of the Measures. The Measures not only strengthen the supervision of trading behavior, but also explore the traffic supervision of illegal and irregular entities, promote the supervision of natural person anchors, digital people, etc., and promote the establishment of training and blacklist management systems for live streaming marketing personnel. The relevant person in charge of the Network Supervision Department of the State Administration for Market Regulation stated that overall, the Measures comply with the requirements of higher-level laws and the characteristics of the live streaming e-commerce industry, and will not increase the burden on relevant entities. (New Society)