(Source: "People's Daily" 2026-03-13)
In recent years, food has become one of the main commodities for e-commerce live broadcasts. Some live broadcast rooms have prominent problems such as false propaganda, counterfeiting, selling expired food, and inducing over-the-counter transactions. Food sales chain companies have a wide coverage area, long management chains, large numbers of stores and consumer groups, and wide-ranging risks. Some companies also have outstanding problems such as the failure to implement headquarters management responsibilities, low risk prevention and control capabilities throughout the chain, and inadequate training, assessment and management of employees.
Starting from March 20, 2026, two new regulations, "Regulations on the Supervision and Management of Live Broadcast E-commerce Operators' Implementation of Food Safety Subject Responsibility" and "Regulations on the Supervision and Management of Food Sales Chain Enterprises' Implementation of Subject Responsibility for Food Safety" will be implemented. How will these two new regulations further protect the "safety on the tip of the tongue" of the masses?
As an important carrier for live broadcast of e-commerce activities, the platform is a key link in food safety risk prevention and control. "As a hub connecting consumers, merchants and anchors, the platform's positioning and management of food safety directly determines the health and sustainability of the entire ecosystem." said Mao Weiqi, director of Beijing Shangzuo Law Firm.
The "Regulations on the Supervision and Management of Live Streaming E-commerce Operators' Implementation of Food Safety Subject Responsibilities" stipulates rigid requirements for the platform: whether it is the goods in the live broadcast room or the people in the live broadcast room, the platform must control it; specifically what it controls and how it is managed, the platform must do it in accordance with the regulations.
“The new regulations clarify and consolidate the responsibilities of all parties, standardize business behaviors, strengthen supervision methods, build a full-chain, multi-level food safety supervision system, set clear compliance standards for live broadcast e-commerce food business activities, and promote the high-quality, healthy and orderly development of the platform economy.” said Liu Xiaochun, director of the Internet Legal Research Center of the University of Chinese Academy of Social Sciences.
In addition, the "Regulations on the Supervision and Management of Food Safety Subject Responsibility Implemented by Live Streaming E-commerce Operators" builds a full-chain protection system from three aspects: rights protection channels, regulatory support, and punishment and deterrence. Zhang Hong, a professor at Beijing Normal University Law w88 casino, believes that the new regulations clarify the penalty rules and effectively safeguard the legitimate rights and interests of consumers through the division of responsibilities across the entire chain.
Kong Xiangwen, associate professor at the w88 casino Law w88 casino, believes that the implementation of the new regulations will create a standardized, orderly and fair competition market environment for compliant operators. It will also promote the industry to bid farewell to "barbaric growth" and guide operators to transform from "traffic" to "emphasis on quality."
The relevant person in charge of the Food Production and Operations Department of the State Administration for Market Regulation said that food chain sales are a common business model in the current economy and society. The corporate headquarters is the center of food safety management of chain enterprises. The headquarters must shoulder its responsibilities and cannot be a hands-off shopkeeper, let alone "only charging without taking responsibility."
The "Regulations on the Supervision and Management of the Implementation of Food Safety Subject Responsibility by Food Sales Chain Enterprises" further consolidates the food safety subject responsibilities of corporate headquarters, branches, stores, etc., and strives to prevent systemic and regional food safety risks. It requires corporate headquarters, branches, and stores to establish and implement "daily control, weekly inspections, and monthly dispatch" working systems and mechanisms, emphasizing that risk information is communicated from top to bottom.
At the Centenary Yili Nanluoguxiang store in Dongcheng District, Beijing, every morning before opening the store, store manager Jin Ali will ask the clerk to inspect all the food items on the counter one by one, focusing on the shelf life, appearance and storage conditions, so as to ensure full coverage and no omissions. "The headquarters implements unified management and supervision of stores, and provides standards for stores in terms of system procedures, personnel training, and daily supervision. Our store operations have rules to follow, optimize the process, and reduce risks," Jin Ali said.
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