The Market Supervision Administration will draw a "red line" for live-streaming food sales.

Today, the State Administration for Market Regulation held a special press conference on food safety. Relevant officials revealed that an important management regulation to regulate food live streaming behavior, the "Regulations on the Implementation of Food Safety Responsibilities in Live E-Commerce", will be officially announced in the near future. The "Regulations" will impose strict supervision and management on live e-commerce operators, further tightening the responsibilities of various entities involved in food safety, such as live e-commerce platform operators, live room operators, live marketing personnel, and live marketing service agencies, to better prevent food safety risks in live streaming activities. The "Regulations" clearly define the responsibilities of live e-commerce platform operators in terms of registration review, training of live marketing personnel, self-inspection of food safety risks, control of food safety risks, and handling of food safety violations. For example, it specifically requires the live e-commerce platform operators to include the qualifications of live room operators, the food marketed in live streams, and whether the live behavior complies with relevant laws and regulations in the "Food Safety Risk Control List" for emphasis, establishing a mechanism for "smart monitoring, screening, and rapid disposal" to strengthen platform responsibilities and avoid superficial risk control. At the same time, the responsibilities of live room operators and live marketing personnel in terms of information disclosure, pre-compliance audits, publication of food-related information, and sampling inspections are clearly defined. For example, the regulations standardize the obligations of live room operators in the pre-live, live, and post-live stages, and specify the requirements for different situations of live marketing personnel, stating that they must establish and implement food safety management systems and strict product selection systems in accordance with the law, while also having appropriate food safety management personnel. Furthermore, the responsibilities of live marketing service agencies in the training and daily management of live marketing personnel, product selection, etc., are also specified. For example, it is required that all live marketing personnel establish pre-compliance audit mechanisms and food sampling inspection management systems, truthfully, comprehensively, and accurately publish food-related information, and not market food in live streams that do not comply with laws, regulations, or food safety standards. The "Regulations" also specify the legal responsibilities that live e-commerce operators must bear for violating the regulations. For example, they specify the types of food that cannot be marketed through live streams, detail specific instances of failure to fulfill legal obligations, and specify the basis for punishment by applying relevant laws, regulations, or implementing new penalty provisions, enhancing the specificity and operability of the "Regulations".