Zhu Jianqiao, director of the Internet Supervision Department of the General Administration of Market Regulation, said on the 7th that the General Administration of Market Supervision and the State Internet Information Office recently jointly issued the “Measures for the Supervision and Administration of Live E-commerce”. The method targets the characteristics of the live e-commerce industry, strengthens regulatory measures, incorporates traffic control into the regulatory toolbox; includes content generated by artificial intelligence such as digital human anchors in supervision to prevent new technology from becoming a “shield” for generating or spreading false information, and promote the standardized application of artificial intelligence technology in the field of live e-commerce. This is what the reporter learned from the press conference of the General Administration of Market Regulation on the 7th. The regulations stipulate that if the market supervisory authority or network information department informs the live streaming e-commerce platform operator, live streaming marketer, and live streaming e-commerce platform operator about the violation of the law, the live streaming e-commerce platform operator shall promptly take disposal measures such as warning, restricting functions, restricting traffic, suspending live broadcasts, suspending broadcasting for a limited period of time, closing accounts, prohibiting re-registration of accounts, and blacklisting; those using images or videos of people generated by artificial intelligence to engage in live e-commerce activities shall be marked and continuously reminded to consumers. Furthermore, the measures include private domain live streaming in the scope of adjustment, requiring other network service providers to fulfill the corresponding platform operator obligations in accordance with the law according to the specific service content.

Zhu Jianqiao, director of the Internet Supervision Department of the General Administration of Market Regulation, said on the 7th that the General Administration of Market Supervision and the State Internet Information Office recently jointly issued the “Measures for the Supervision and Administration of Live E-commerce”. The method targets the characteristics of the live e-commerce industry, strengthens regulatory measures, incorporates traffic control into the regulatory toolbox; includes content generated by artificial intelligence such as digital human anchors in supervision to prevent new technology from becoming a “shield” for generating or spreading false information, and promote the standardized application of artificial intelligence technology in the field of live e-commerce. This is what the reporter learned from the press conference of the General Administration of Market Regulation on the 7th. The regulations stipulate that if the market supervisory authority or network information department informs the live streaming e-commerce platform operator, live streaming marketer, and live streaming e-commerce platform operator about the violation of the law, the live streaming e-commerce platform operator shall promptly take disposal measures such as warning, restricting functions, restricting traffic, suspending live broadcasts, suspending broadcasting for a limited period of time, closing accounts, prohibiting re-registration of accounts, and blacklisting; those using images or videos of people generated by artificial intelligence to engage in live e-commerce activities shall be marked and continuously reminded to consumers. Furthermore, the measures include private domain live streaming in the scope of adjustment, requiring other network service providers to fulfill the corresponding platform operator obligations in accordance with the law according to the specific service content.