People's Wealth Review: Weaving a strong and tight safety net for live-streamed food sales.

"The Taiyuan Old Ge" sells bear bile powder claiming to "cure all diseases", the "Northeast Rain Sister" sells sweet potato powder that does not contain sweet potatoes, and the apprentice of Simba, "Shi Daliang", sells instant bird's nest that is actually sugar water... These "internet celebrities" with millions of fans have been investigated for selling food in live broadcasts through false advertising or price fraud, which is a relief. Looking at the basis for the punishment of these cases, it mainly involves the Anti-Unfair Competition Law, the Food Safety Law, etc. This shows that live broadcasts are not a lawless place, and selling food cannot cross the legal line. At the same time, with the increasing number of irregularities such as false advertising and counterfeit products in the field of food live e-commerce, there is strong social feedback, and relevant regulations and systems need to be further improved. There is an urgent need for specialized laws and regulations to regulate the sale of food in live broadcasts in order to better protect the rights of consumers. The State Administration for Market Regulation attaches great importance to the supervision of the new business format of online food, and is studying and formulating a series of institutional measures. Recently, the relevant work procedures of the "Regulations on the Supervision and Management of the Implementation of Food Safety Main Responsibility by Live E-commerce Operators" have been basically completed and will be implemented in the near future. This regulation will further tighten the responsibilities of various related entities such as live e-commerce platform operators, live streaming operators, live marketing personnel, and live marketing service agencies.