\u003cdiv class=\"rich_media_content\"\u003e\u003cp data-source=\"cke\"\u003e记者从今天（16日）下午市场监管总局召开的新闻发布会上了解到，\u003cstrong data-source=\"cke\"\u003e《直播电商经营者落实食品安全主体责任监督管理规定》正式发布\u003c/strong\u003e，将在今𻂋�日正式实施。《规定》将直播电商平台经营者、直播间运营者、直播营销人员、直播营销人员服务机构全部纳入了监管的范畴。\u003c!--MID_AD_0--\u003e\u003c!--EOP_0--\u003e\u003c/p\u003e\u003c!--PARAGRAPH_0--\u003e\n\u003cp data-source=\"cke\"\u003e平台作为直播电商活动的重要载体，是食品安全风险防控的关键环节。《规定》提出了一系列创新性的举措，对平台明确了刚性的要求。\u003c/p\u003e\n\u003cdiv class=\"cms-cke-widget-title-number-2 cms-cke-widget-title-tpl cms-cke-widget-title-wrapper cms-cke-widget-tpl\" data-key=\"title-number-2\" data-reactroot=\"\" style=\"align-items: center; display: flex; font-size: 19px; font-weight: bold; justify-content: flex-start; margin-bottom: 20px; margin-top: 28px; width: 100%\"\u003e\n\u003cdiv class=\"cms-cke-widget-title-container\" style=\"display: flex; position: relative\"\u003e\n\u003cdiv class=\"cms-cke-widget-title-text-wrapper title-number-2-text-wrapper\" style=\"align-items: center; display: flex; justify-content: flex-start\"\u003e\n\u003cdiv class=\"cms-cke-widget-title-nubmer-wrapper\" style=\"align-items: center; background: #00269a; box-sizing: border-box; color: #ffffff; display: flex; flex-shrink: 0; font-size: 20px; height: 100%; justify-content: center; line-height: 100%; width: 30px\"\u003e\n\u003cdiv class=\"cms-cke-widget-title-nubmer\" style=\"min-width: 4px\"\u003e1\u003c/div\u003e\n\u003c/div\u003e\n\u003cdiv class=\"cms-cke-widget-title-wrap title-number-2-text\" style=\"background: #e6e8ef; box-sizing: content-box; color: #001966; display: inline-block; line-height: 26px; min-width: 4px; overflow: hidden; padding: 2px 10px 2px 18px; position: relative; text-align: center; word-break: break-all\"\u003e\n\u003cp\u003e建立全链条审核机制\u003c/p\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003cp data-source=\"cke\"\u003e《规定》明确，平台需要对直播间运营者的主体资质、食品经营许可或备案信息进行核验登记，建立档案并且每六个月更新一次；对于首次开展食品直播的营销人员，必须核验身份信息并组织食品安全培训，必须杜绝“无资质直播”“无培训上岗”的现象出现。\u003c/p\u003e\n\u003cdiv class=\"cms-cke-widget-title-number-2 cms-cke-widget-title-tpl cms-cke-widget-title-wrapper cms-cke-widget-tpl\" data-key=\"title-number-2\" data-reactroot=\"\" style=\"align-items: center; display: flex; font-size: 19px; font-weight: bold; justify-content: flex-start; margin-bottom: 20px; margin-top: 28px; width: 100%\"\u003e\n\u003cdiv class=\"cms-cke-widget-title-container\" style=\"display: flex; position: relative\"\u003e\n\u003cdiv class=\"cms-cke-widget-title-text-wrapper title-number-2-text-wrapper\" style=\"align-items: center; display: flex; justify-content: flex-start\"\u003e\n\u003cdiv class=\"cms-cke-widget-title-nubmer-wrapper\" style=\"align-items: center; background: #00269a; box-sizing: border-box; color: #ffffff; display: flex; flex-shrink: 0; font-size: 20px; height: 100%; justify-content: center; line-height: 100%; width: 30px\"\u003e\n\u003cdiv class=\"cms-cke-widget-title-nubmer\" style=\"min-width: 4px\"\u003e2\u003c/div\u003e\n\u003c/div\u003e\n\u003cdiv class=\"cms-cke-widget-title-wrap title-number-2-text\" style=\"background: #e6e8ef; box-sizing: content-box; color: #001966; display: inline-block; line-height: 26px; min-width: 4px; overflow: hidden; padding: 2px 10px 2px 18px; position: relative; text-align: center; word-break: break-all\"\u003e\n\u003cp\u003e创新风险管控体系\u003c/p\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003cp data-source=\"cke\"\u003e《规定》要求，平台必须结合食品类别、交易规模和风险状况，制定《食品安全风险管控清单》，将直播间运营者资质、禁售食品排查、直播行为规范等，作为重点管控内容；建立“智能监测、排查调度、快速处置”的工作机制，通过技术监测、实时巡查等方式，主动识别风险，即时推送风险提示。\u003c!--MID_AD_1--\u003e\u003c!--EOP_1--\u003e\u003c/p\u003e\u003c!--PARAGRAPH_1--\u003e\n\u003cdiv class=\"cms-cke-widget-title-number-2 cms-cke-widget-title-tpl cms-cke-widget-title-wrapper cms-cke-widget-tpl\" data-key=\"title-number-2\" data-reactroot=\"\" style=\"align-items: center; display: flex; font-size: 19px; font-weight: bold; justify-content: flex-start; margin-bottom: 20px; margin-top: 28px; width: 100%\"\u003e\n\u003cdiv class=\"cms-cke-widget-title-container\" style=\"display: flex; position: relative\"\u003e\n\u003cdiv class=\"cms-cke-widget-title-text-wrapper title-number-2-text-wrapper\" style=\"align-items: center; display: flex; justify-content: flex-start\"\u003e\n\u003cdiv class=\"cms-cke-widget-title-nubmer-wrapper\" style=\"align-items: center; background: #00269a; box-sizing: border-box; color: #ffffff; display: flex; flex-shrink: 0; font-size: 20px; height: 100%; justify-content: center; line-height: 100%; width: 30px\"\u003e\n\u003cdiv class=\"cms-cke-widget-title-nubmer\" style=\"min-width: 4px\"\u003e3\u003c/div\u003e\n\u003c/div\u003e\n\u003cdiv class=\"cms-cke-widget-title-wrap title-number-2-text\" style=\"background: #e6e8ef; box-sizing: content-box; color: #001966; display: inline-block; line-height: 26px; min-width: 4px; overflow: hidden; padding: 2px 10px 2px 18px; position: relative; text-align: center; word-break: break-all\"\u003e\n\u003cp\u003e健全内部管理架构\u003c/p\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003cp data-source=\"cke\"\u003e《规定》强调，平台必须明确食品安全管理机构，配备与平台交易规模相适应的食品安全总监、食品安全员，并且明确其岗位职责；平台主要负责人每个月还需要组织召开食品安全调度会，确保风险问题及时解决。\u003c/p\u003e\n\u003cdiv class=\"cms-cke-widget-title-number-2 cms-cke-widget-title-tpl cms-cke-widget-title-wrapper cms-cke-widget-tpl\" data-key=\"title-number-2\" data-reactroot=\"\" style=\"align-items: center; display: flex; font-size: 19px; font-weight: bold; justify-content: flex-start; margin-bottom: 20px; margin-top: 28px; width: 100%\"\u003e\n\u003cdiv class=\"cms-cke-widget-title-container\" style=\"display: flex; position: relative\"\u003e\n\u003cdiv class=\"cms-cke-widget-title-text-wrapper title-number-2-text-wrapper\" style=\"align-items: center; display: flex; justify-content: flex-start\"\u003e\n\u003cdiv class=\"cms-cke-widget-title-nubmer-wrapper\" style=\"align-items: center; background: #00269a; box-sizing: border-box; color: #ffffff; display: flex; flex-shrink: 0; font-size: 20px; height: 100%; justify-content: center; line-height: 100%; width: 30px\"\u003e\n\u003cdiv class=\"cms-cke-widget-title-nubmer\" style=\"min-width: 4px\"\u003e4\u003c/div\u003e\n\u003c/div\u003e\n\u003cdiv class=\"cms-cke-widget-title-wrap title-number-2-text\" style=\"background: #e6e8ef; box-sizing: content-box; color: #001966; display: inline-block; line-height: 26px; min-width: 4px; overflow: hidden; padding: 2px 10px 2px 18px; position: relative; text-align: center; word-break: break-all\"\u003e\n\u003cp\u003e强化违法处置力度\u003c/p\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003cp data-source=\"cke\"\u003e《规定》要求，平台发现食品安全违法行为后，必须立即制止并且报告监管部门，同时根据违法情节，采取警示、限制流量、暂停直播、关闭账号、列入黑名单等处置措施；平台接到监管部门通报后，必须及时落实相应的管控要求，坚决杜绝“以罚代管”“放任不管”。\u003c!--MID_AD_2--\u003e\u003c!--EOP_2--\u003e\u003c/p\u003e\u003c!--PARAGRAPH_2--\u003e\n\u003cp data-source=\"cke\"\u003e市场监管总局有关负责人表示，新出台的《规定》，向社会释放出一个鲜明的监管信号：不管是直播间里的货，还是直播间里的人，平台都必须得管；具体管什么、怎么管，平台必须按照“规定动作”要求，不打折扣做到位。否则，一旦出了问题，平台就要负责到底。只有这样，才能确保平台责任从“被动应对”向“主动防控”转变，进而切实筑牢直播间食品安全的第一道防线。\u003c!--MID_AD_3--\u003e\u003c!--EOP_3--\u003e\u003c/p\u003e\u003c!--PARAGRAPH_3--\u003e\n\u003cdiv class=\"cms-cke-widget-title-normal-3 cms-cke-widget-title-tpl cms-cke-widget-title-wrapper cms-cke-widget-tpl\" data-key=\"title-normal-3\" data-reactroot=\"\" style=\"align-items: center; box-sizing: border-box; display: flex; font-size: 19px; font-weight: bold; justify-content: flex-start; margin-bottom: 26px; margin-top: 28px; width: 100%\"\u003e\n\u003cdiv class=\"cms-cke-widget-title-container\" style=\"display: inline-block; position: relative; z-index: 9\"\u003e\n\u003csection class=\"icon\" style=\"background-image: url(https://inews.gtimg.com/om_bt/OX7Z_nbbTaKtViCWODDbOU1wckRuvY_TA8hQbw9qZcZmIAA/0); background-position: center; background-repeat: no-repeat; background-size: cover; display: inline-block; height: 48px; left: 0px; margin-right: 4px; position: absolute; top: -5px; width: 48px\" data-no-dark=\"true\"\u003e \u003c/section\u003e\n\u003cdiv class=\"cms-cke-widget-title-wrap title-normal-3-text\" style=\"color: #0d141e; display: inline-block; line-height: 26px; min-width: 4px; padding: 1px 12px 1px 21px; position: relative; text-align: left; top: 9px; word-break: break-all\"\u003e\n\u003cp\u003e新规明�类直播间禁售食品 细�项直播行为禁令\u003c/p\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003cp data-source=\"cke\"\u003e《直播电商经营者落实食品安全主体责任监督管理规定》主要是针对监管实践中最突出、消费者反映最强烈的三大痛点：\u003c/p\u003e\n\u003cul data-source=\"cke\"\u003e\n\u003cli data-source=\"cke\"\u003e一是假冒伪劣、过期变质等问题食品流入直播间；\u003c/li\u003e\n\u003cli data-source=\"cke\"\u003e二是虚假宣传、夸大功效，如将普通食品冒充保健食品、暗示疾病治疗功能；\u003c/li\u003e\n\u003cli data-source=\"cke\"\u003e三是食品类别混淆、信息不实，误导消费者判断。\u003c/li\u003e\n\u003c/ul\u003e\n\u003cp data-source=\"cke\"\u003e\u003cstrong data-source=\"cke\"\u003e《规定》明确了两大核心禁止要求：\u003c/strong\u003e\u003c/p\u003e\n\u003cp data-source=\"cke\"\u003e\u003cstrong data-source=\"cke\"\u003e一、明�类直播间禁售食品，切实保障公众身体健康和生命安全。\u003c/strong\u003e包括：\u003c/p\u003e\n\u003cul data-source=\"cke\"\u003e\n\u003cli data-source=\"cke\"\u003e用非食品原料生产、添加有毒有害物质的食品；\u003c/li\u003e\n\u003cli data-source=\"cke\"\u003e致病性微生物、重金属超标食品；\u003c/li\u003e\n\u003cli data-source=\"cke\"\u003e过期、腐败变质、霉变生虫食品；\u003c/li\u003e\n\u003cli data-source=\"cke\"\u003e病死毒死或检疫不合格的畜禽水产肉类及其制品；\u003c/li\u003e\n\u003cli data-source=\"cke\"\u003e无标签预包装食品；\u003c/li\u003e\n\u003cli data-source=\"cke\"\u003e国家明令禁止生产经营的食品等。\u003c/li\u003e\n\u003c/ul\u003e\n\u003cp data-source=\"cke\"\u003e这些规定直接回应了消费者最关心的食品安全底线问题，为直播间食品划定“红线”。\u003c/p\u003e\n\u003cp data-source=\"cke\"\u003e\u003cstrong data-source=\"cke\"\u003e二、细�项直播行为禁令，重点解决虚假宣传和误导消费等问题。\u003c/strong\u003e包括：\u003c/p\u003e\n\u003cul data-source=\"cke\"\u003e\n\u003cli data-source=\"cke\"\u003e不得使用技术手段改变食品真实感官性状；\u003c/li\u003e\n\u003cli data-source=\"cke\"\u003e不得暗示食品具有疾病预防、治疗功能或使用医疗用语；\u003c/li\u003e\n\u003cli data-source=\"cke\"\u003e不得对非保健食品声称保健功能；\u003c/li\u003e\n\u003cli data-source=\"cke\"\u003e不得混淆普通食品、特殊食品、药品；\u003c/li\u003e\n\u003cli data-source=\"cke\"\u003e不得虚假宣传食品产地、成分、功能、适用人群等信息；\u003c/li\u003e\n\u003cli data-source=\"cke\"\u003e不得发布未依法取得资质认定的食品检验机构出具的食品检验信息；\u003c/li\u003e\n\u003cli data-source=\"cke\"\u003e不得以食品安全信息形式发布食品检验数据、结果、报告等；\u003c/li\u003e\n\u003cli data-source=\"cke\"\u003e不得与食品检验机构共同以广告或者其他形式向消费者推荐食品；\u003c/li\u003e\n\u003cli data-source=\"cke\"\u003e必须以显著方式提示直接关系消费者身体健康和生命安全的信息，不得误导消费者。\u003c/li\u003e\n\u003c!--MID_AD_4--\u003e\u003c!--EOP_4--\u003e\u003c/ul\u003e\u003c!--PARAGRAPH_4--\u003e\n\u003cp data-source=\"cke\"\u003e这些规定针对直播间“滤镜带货”“夸大宣传”、混淆特殊食品与普通食品等乱象，为食品直播行为明确“底线”。\u003c/p\u003e\n\u003cp data-source=\"cke\"\u003e这些禁止性规定既细化了食品安全法的原则要求，又针对直播电商的传播特点明确了具体要求，通过划定“红线”，明确“底线”，让食品直播行为更加规范，让消费者的知情权和选择权得到更好地保障。\u003c/p\u003e\n\u003cp data-source=\"cke\"\u003e（总台央视记者 李晶晶 姚文利）\u003c/p\u003e\n\u003cdiv class=\"cms-cke-widget-title-normal-3 cms-cke-widget-title-tpl cms-cke-widget-title-wrapper cms-cke-widget-tpl\" data-key=\"title-normal-3\" data-reactroot=\"\" style=\"align-items: center; box-sizing: border-box; display: flex; font-size: 19px; font-weight: bold; justify-content: flex-start; margin-bottom: 26px; margin-top: 28px; width: 100%\"\u003e\n\u003cdiv class=\"cms-cke-widget-title-container\" style=\"display: inline-block; position: relative; z-index: 9\"\u003e\n\u003csection class=\"icon\" style=\"background-image: url(https://inews.gtimg.com/om_bt/OX7Z_nbbTaKtViCWODDbOU1wckRuvY_TA8hQbw9qZcZmIAA/0); background-position: center; background-repeat: no-repeat; background-size: cover; display: inline-block; height: 48px; left: 0px; margin-right: 4px; position: absolute; top: -5px; width: 48px\" data-no-dark=\"true\"\u003e \u003c/section\u003e\n\u003cdiv class=\"cms-cke-widget-title-wrap title-normal-3-text\" style=\"color: #0d141e; display: inline-block; line-height: 26px; min-width: 4px; padding: 1px 12px 1px 21px; position: relative; text-align: left; top: 9px; word-break: break-all\"\u003e\n\u003cp\u003e相关阅读\u003c/p\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003cp data-source=\"cke\"\u003e直播电商经营者落实食品安全主体责任监督管理规定（全文）\u003c/p\u003e\n\n\u003cp data-source=\"cke\"\u003e\u003cspan class=\"color-a4acb6\" data-source=\"cke\"\u003e\u003cspan class=\"font_size-16px\" data-source=\"cke\"\u003e©2026中央广播电视总台版权所有。未经许可，请勿转载使用。\u003c/span\u003e\u003c/span\u003e\u003c/p\u003e\n\n\u003cstyle\u003e.rich_media_content{--news-tabel-th-night-color: #444444;--news-font-day-color: #333;--news-font-night-color: #d9d9d9;--news-bottom-distance: 22px}.rich_media_content p:not([data-exeditor-arbitrary-box=image-box]){letter-spacing:.5px;line-height:30px;margin-bottom:var(--news-bottom-distance);word-wrap:break-word}.rich_media_content .qn-editor-copy p:not([data-exeditor-arbitrary-box=image-box]){letter-spacing:unset;line-height:unset;margin-bottom:unset;word-wrap:unset}.rich_media_content{color:var(--news-font-day-color);font-size:18px}@media(prefers-color-scheme:dark){body:not([data-weui-theme=light]):not([dark-mode-disable=true]) .rich_media_content p:not([data-exeditor-arbitrary-box=image-box]){letter-spacing:.5px;line-height:30px;margin-bottom:var(--news-bottom-distance);word-wrap:break-word}body:not([data-weui-theme=light]):not([dark-mode-disable=true]) .rich_media_content .qn-editor-copy p:not([data-exeditor-arbitrary-box=image-box]):not(.qn-editor-copy){letter-spacing:unset;line-height:unset;margin-bottom:unset;word-wrap:unset}body:not([data-weui-theme=light]):not([dark-mode-disable=true]) .rich_media_content{color:var(--news-font-night-color)}}.data_color_scheme_dark .rich_media_content p:not([data-exeditor-arbitrary-box=image-box]){letter-spacing:.5px;line-height:30px;margin-bottom:var(--news-bottom-distance);word-wrap:break-word}.data_color_scheme_dark .rich_media_content .qn-editor-copy p:not([data-exeditor-arbitrary-box=image-box]){letter-spacing:unset;line-height:unset;margin-bottom:unset;word-wrap:unset}.data_color_scheme_dark .rich_media_content{color:var(--news-font-night-color)}.data_color_scheme_dark .rich_media_content{font-size:18px}.rich_media_content p[data-exeditor-arbitrary-box=image-box]{margin-bottom:11px}.rich_media_content\u003ediv:not(.qnt-video),.rich_media_content\u003esection{margin-bottom:var(--news-bottom-distance)}.rich_media_content hr{margin-bottom:var(--news-bottom-distance)}.rich_media_content .link_list{margin:0;margin-top:20px;min-height:0!important}.rich_media_content blockquote{background:#f9f9f9;border-left:6px solid #ccc;margin:1.5em 10px;padding:.5em 10px}.rich_media_content blockquote p{margin-bottom:0!important}.data_color_scheme_dark .rich_media_content blockquote{background:#323232}@media(prefers-color-scheme:dark){body:not([data-weui-theme=light]):not([dark-mode-disable=true]) .rich_media_content blockquote{background:#323232}}.rich_media_content ol[data-ex-list]{--ol-start: 1;--ol-list-style-type: decimal;list-style-type:none;counter-reset:olCounter calc(var(--ol-start,1) - 1);position:relative}.rich_media_content ol[data-ex-list]\u003eli\u003e:first-child::before{content:counter(olCounter,var(--ol-list-style-type)) '. 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