On the 7th, the Guangzhou Municipal Administration for Market Regulation held a press conference to comprehensively interpret the "Guangzhou Live E-commerce Standardized Operation Guidelines List" (hereinafter referred to as the "Guidelines List"). It is reported that the "Guidelines List" puts forward specific compliance requirements for four types of entities, namely live streaming marketing platforms, live streaming room operators, live streaming marketers, and merchants, with a total of 132 articles in three chapters, providing "instructions" for various entities to carry out online live streaming marketing activities. The "Guidelines List" focuses on clarifying the main responsibilities of live streaming marketing platforms, specifically refining the requirements for platform qualifications, technology and services, audit and verification obligations, etc. It clarifies that platforms should establish a negative list of live streaming marketing products or services, establish 15 mechanisms or requirements for handling defective products, food safety management, advertising compliance mechanisms, intellectual property protection, consumer rights protection, etc. For example, it is proposed that the platform establish a negative list of live streaming marketing products or services, requiring the platform to list prohibited product or service categories. This means that the platform should clarify which product or service categories are not allowed to be promoted in the live streaming room, and urge live streaming room operators and marketing personnel to inspect the promoted products before conducting live streaming sales; Establishing a "platform defect product handling mechanism" clearly states that live streaming marketing platforms should promptly report major defects found in products and assist product producers (suppliers) in recalling them in accordance with relevant national regulations. The "Guidelines List" specifies 11 items and 67 compliance requirements related to live broadcast room operators and live broadcast marketers, covering eligibility for entry, product selection and qualification review, as well as standardizing advertising, pricing, promotion and other activities. The "Guidelines List" also proposes for the first time compliance requirements for AI digital live streaming: those who use virtual anchors should obtain the right to use virtual anchors through legal and compliant channels; Those who use other people's portraits as virtual images for online live streaming marketing activities shall obtain the consent of the portrait owner and shall not use information technology to forge or infringe on the portrait rights of others. The virtual anchor images used shall comply with public order and good customs. The Online Supervision Department of the Guangzhou Market Supervision Bureau stated that the "Guidelines List" will further enhance the level of normalized supervision of the platform economy in Guangzhou, promote the shift of the focus of live streaming e-commerce governance from in-process supervision and post punishment to pre prevention, and promote the healthy and orderly development of new forms of live streaming e-commerce. (New Society)