In recent years, live-stream e-commerce has grown rapidly, but food safety issues have also drawn increasing public concern. To regulate marketing practices in live streams, Chinese authorities have explicitly prohibited the sale of 13 categories of food items via live streaming platforms. These banned products include: meat and meat products without proper inspection and quarantine; wild animal and plant products; infant formula (except those legally imported through licensed cross-border e-commerce channels); foods for special medical purposes; health supplements without approved advertising permits; unpackaged ready-to-eat foods; prepackaged foods lacking proper or compliant labeling; expired or spoiled foods; foods containing unauthorized non-food additives; ordinary foods falsely claiming disease prevention or treatment functions; foods originating from epidemic-affected regions; foods explicitly banned by national regulations; and any other food items prohibited by law from online sales.This regulation aims to protect consumer rights and prevent misleading claims and substandard products from entering the market. Live streamers and platforms must rigorously verify product credentials to ensure compliance with food safety laws. Violations may result not only in administrative penalties but also criminal liability. Consumers should also stay vigilant during live shopping, checking seller qualifications and product details to avoid fraud. Only through collaborative oversight can a safe and trustworthy live-stream shopping environment be established.
近年来，直播带货迅猛发展，但食品安全问题也频频引发关注。为规范网络直播营销行为，中国相关部门明确规定，有13类食品在直播间中坚决不能销售。这些禁售食品主要包括：未经检验检疫的肉类及其制品、野生动植物及其制品、婴幼儿配方乳粉（除依法取得许可的跨境电商外）、特殊医学用途配方食品、保健食品（未取得广告批文）、散装熟食、无标签或标签不符合规定的预包装食品、过期变质食品、非法添加非食用物质的食品、宣称具有疾病预防或治疗功能的普通食品、来自疫区的食品、国家明令禁止生产经营的食品，以及法律法规禁止在网络平台销售的其他食品。这一规定旨在保障消费者权益，防止虚假宣传和劣质产品流入市场。主播和平台必须严格审核商品资质，确保所售食品合法合规。违规销售不仅面临行政处罚，还可能承担刑事责任。消费者在观看直播购物时，也应提高警惕，查看商家资质与产品信息，避免上当受骗。通过多方协同监管，才能营造安全、诚信的直播消费环境。
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