近日，国家市场监督管理总局联合多部门发布了《关于加强直播电商食品安全监管的指导意见》，旨在规范直播带货中食品类商品的经营行为，保障消费者权益。新规明确要求直播平台、主播及商家三方共同承担食品安全责任。平台需对入驻商家资质进行严格审核，并建立食品类商品准入机制；主播在推广食品时必须真实、准确地介绍产品信息，不得虚假宣传或夸大功效；商家则须确保所售食品符合国家食品安全标准，并提供完整的产品溯源信息。此外，新规还强调对高风险食品（如生鲜、婴幼儿配方食品等）实施更严格的监管措施，并鼓励消费者通过平台投诉举报机制维权。该政策将于2024年7月1日起正式实施，标志着直播电商领域食品安全监管迈入制度化、规范化新阶段。
Recently, China’s State Administration for Market Regulation, in collaboration with multiple departments, issued the ‘Guiding Opinions on Strengthening Food Safety Supervision in Live-Streaming E-Commerce,’ aiming to regulate the sale of food products via live-streaming and protect consumer rights. The new rules clarify that live-streaming platforms, influencers (hosts), and merchants share joint responsibility for food safety. Platforms must rigorously verify merchant credentials and establish a food product admission mechanism. Influencers are required to provide accurate and truthful information about food items they promote, without false or exaggerated claims. Merchants must ensure their products comply with national food safety standards and provide complete traceability information. Additionally, stricter oversight will be applied to high-risk categories such as fresh produce and infant formula. The guidelines also encourage consumers to report violations through official complaint channels on platforms. The policy will take effect on July 1, 2024, marking a significant step toward institutionalized and standardized food safety regulation in the live-streaming e-commerce sector.
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