On the 7th, the reporter learned from the State Administration for Market Regulation that the State Administration for Market Regulation and the Cyberspace Administration of China recently jointly issued the "Measures for the Supervision and Administration of Live E-commerce". The measures focus on four types of entities: live streaming e-commerce platform operators, live streaming room operators, live streaming marketing personnel, and live streaming marketing personnel service institutions, to strengthen responsibilities and obligations, establish behavioral red lines, and improve regulatory mechanisms. The system stipulates the responsibilities and obligations of operators of live streaming e-commerce platforms, including identity information verification and registration, information reporting, training of live streaming marketing personnel, graded and classified management of live streaming room operators, disposal of illegal activities within the platform, risk identification and disposal, preservation of transaction information, and protection of consumer rights and interests. The measures clearly define the red line of behavior, and live broadcast operators and marketers are not allowed to engage in false advertising, commercial defamation, or sell or provide illegal goods or services. At the same time, the obligations of live broadcast room operators have been clarified, including information disclosure, verification of actual operator information and identity information of live broadcast marketing personnel, real-time management of interactive content in the live broadcast room, pre compliance review, and implementation of clear pricing. According to the regulations, live streaming marketing personnel service institutions should establish and improve internal management systems, standardize the recruitment, training, use, and management of live streaming marketing personnel, and fulfill necessary verification obligations in commercial cooperation with live streaming room operators and live streaming product selection. The measures propose that market supervision and internet information departments establish and improve mechanisms for transferring clues, sharing information, and conducting consultations and judgments between the two departments. At the same time, the jurisdictional principles for illegal activities of relevant entities should be clarified, and credit penalties should be imposed on those who violate the law and are untrustworthy. (New Society)