近日，国家市场监督管理总局发布新规，明确禁止在直播营销中销售13类特殊食品，以加强网络食品安全监管。这13类禁售食品包括：特殊医学用途配方食品、婴幼儿配方乳粉、保健食品、婴幼儿辅助食品、未经注册的进口食品、标签不符合规定的食品、过期或变质食品、无生产许可的食品、虚假宣传功效的食品、含有违禁成分的食品、未标明生产信息的预包装食品、非食品原料制成的‘食品’，以及法律法规明确禁止销售的其他食品。该规定旨在规范日益火爆的食品直播带货行为，防范因信息不对称、夸大宣传或产品质量问题引发的消费风险。监管部门强调，直播平台和主播需履行主体责任，确保所售食品合法合规。一旦违规，将依法追责，情节严重者可能被吊销相关资质。此举不仅保护了消费者尤其是婴幼儿、病患等特殊人群的健康权益，也推动直播电商行业向更规范、透明的方向发展。专家建议消费者在直播间购物时，应仔细查看产品资质、生产信息，并保留交易记录，以便维权。
Recently, China’s State Administration for Market Regulation issued new regulations explicitly prohibiting the live-stream marketing of 13 categories of special foods to strengthen online food safety oversight. The banned items include: foods for special medical purposes, infant formula milk powder, health supplements, complementary foods for infants and young children, unregistered imported foods, foods with non-compliant labeling, expired or spoiled products, foods produced without proper licensing, products making false efficacy claims, foods containing prohibited ingredients, prepackaged foods lacking required production information, products falsely marketed as food but made from non-food materials, and any other foods explicitly banned by law.The regulation aims to standardize the booming trend of food-related live commerce and mitigate consumer risks arising from information asymmetry, exaggerated claims, or substandard product quality. Authorities stress that both live-streaming platforms and hosts must fulfill their responsibilities to ensure all sold foods comply with legal requirements. Violations will result in legal penalties, and serious offenses may lead to license revocation.This move not only safeguards the health rights of vulnerable groups—such as infants and patients—but also promotes greater transparency and professionalism in the live-commerce industry. Experts advise consumers to carefully verify product certifications and manufacturing details during live purchases and retain transaction records for potential dispute resolution.
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