随着直播电商的兴起，越来越多消费者选择通过直播间购买零食、生鲜等食品。然而，这一购物方式也伴随着不少问题：商品与宣传不符、退货维权困难等现象时有发生。

为规范直播电商平台食品安全管理，切实保障消费者的合法权益，市场监管总局 recently issued the "Supervision and Management Regulations for Food Safety主体责任 of Live-stream E-commerce Operators". This regulation aims to address issues such as false advertising, quality control, and consumer rights protection in live-stream shopping.

According to the regulations:

  • All parties involved in live-stream e-commerce—platform operators,直播间运营者, streamers, and marketing agencies—must assume food safety responsibilities.
  • Platform operators are required to establish comprehensive systems for reviewing and registering sellers, providing training on food safety standards, and managing risks effectively. They must also appoint dedicated food safety officers and implement mechanisms to monitor, identify, and address potential issues promptly.
  • A list of 13 categories of prohibited food products has been established. These include foods containing non-food ingredients or harmful substances, foods contaminated with病原微生物or heavy metals exceeding safe limits, expired or spoiled foods, and more.

In addition to restricting the types of food that can be sold in live-streams, the regulations also set clear boundaries for直播行为:

  • Prohibiting the use of technical手段to alter the true appearance of food;
  • Preventing misleading claims about health benefits or medical effects;
  • Banning false advertising regarding product origins,成分,功能or适用人群;

The regulations also introduce a tiered penalty system to ensure compliance and establish a traceability mechanism for responsibilities.