Recently, the Measures for the Supervision and Administration of Live Broadcast E-Commerce (hereinafter referred to as the Measures) jointly formulated by the State Administration of Market Supervision and the State Internet Information Office has been fully implemented. 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 agencies (MCN agencies), to strengthen their responsibilities and obligations, delineate behavioral red lines, and improve regulatory mechanisms. With the development of artificial intelligence, a large number of generated content such as digital human anchors have emerged. In order to prevent artificial intelligence from becoming a "shield" for generating or disseminating false information, the "Measures" include the content generated by artificial intelligence such as digital human anchors in the regulatory field, and clarify that operators of live streaming rooms who use artificial intelligence and other technologies to generate character images and videos for live streaming e-commerce activities should be labeled in accordance with relevant national regulations and continuously remind consumers that the character images and videos are generated by artificial intelligence and other technologies. If the use of artificial intelligence and other technologies to generate character images or videos in live streaming e-commerce activities violates laws, regulations, and rules, the operator of the live streaming room who manages or uses the character images or videos shall be held responsible. Regarding the responsibilities of platform operators, the "Measures" stipulate their responsibilities and obligations in three dimensions: pre event, during event, and post event, 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. For the responsibilities of live broadcast room operators and live broadcast marketers, the Measures specify that they must fulfill obligations such as information disclosure, verification of actual operator and personnel identity information, real-time management of interactive content in the live broadcast room, pre compliance review, clear pricing, etc., and prohibit false advertising, commercial defamation, sales or provision of illegal goods or services. (New Society)