In-depth analysis of Shopee US Franchise: Regulatory upgrades and industry reshuffle

In-depth analysis of the "Shopee US Franchise Marketing Management Measures (Revised Edition)": Regulatory upgrade and industry reshuffle

(Effective on July 27, 2025)

The State Administration for Market Regulation officially implemented the "Shopee US Franchise Marketing Management Measures (Revised Edition)". The new regulations comprehensively tighten supervision from three dimensions: Shopee US Franchise real-name system, product access, and AI identification, marking the transition of the live broadcast industry from "wild growth" to a strong compliance era. This revision directly affects more than 10 million Shopee US Franchise, 300 million consumers, and a trillion-level live broadcast e-commerce market.

1. Core provisions of the new regulations and their impact on implementation

(1) Shopee US Franchise "sunshine" project

Requirements Implementation details Industry impact

Real-name authentication for all employees Requires to bind ID card + facial recognition, and the live broadcast room shall publicly display the authentication logo Small Shopee US Franchise costs increase, and vest account and proxy broadcasting mode end

Cross-platform blacklist interoperability A certain platform will ban the entire network for 1-3 years in violation of regulations The top MCNs are accelerating the withdrawal of Shopee US Franchise

Tax connection Reward income is automatically connected to the Golden Tax Phase IV system The wave of Internet celebrities paying taxes reappears

(2) "Pre-testing" for high-risk categories

Categories covered: 8 categories including beauty products, health products, maternal and child products, and medical devices

Testing standards:

Beauty products must provide human efficacy reports (testing institutions must be CMA certified)

Health products must be marked with a dynamic floating window that says "This product cannot replace drugs"

Violation costs: False testing can be fined up to 10 times the illegal income

(3) Virtual Shopee US Franchise "AI transparency"

Mandatory labeling: AI-generated content must be fully labeled with the words "Virtual Shopee US Franchise" (font proportion ≥ 5%)

Prohibited scenarios: AIShopee US Franchise is prohibited in serious fields such as medical advice and financial product recommendations

Responsibility: The operator will still be held responsible for violations of AI rhetoric

2. Industry response strategies and innovative breakthroughs

(1) Emergency adjustments by platforms

TikTok: Launched "Test Report Library", brands can share multiple Shopee US Franchise after uploading information

Taobao Live: Launched "AIShopee US Franchise Compliance Plug-in", automatically filtering illegal rhetoric

Kuaishou: Set up a 1 billion fund to compensate merchants who have removed products due to the new regulations

(2) Changes in the industry chain

Explosion of testing institutions: Listed companies such as Huace Testing have added special live broadcast services, with a 7-day rapid test fee starting at 3,000 yuan

Virtual Shopee US Franchise transformation: Technology vendors turn to "AI + real-person hybrid live broadcast", such as real-person controlling AI lip movements to reduce the sense of disharmony

Agency reshuffle: Small and medium-sized agency broadcast companies closed down due to inability to afford testing costs, and the market share of leading institutions increased to 65%

3. Shopee US Franchise consumer rights upgrade and concerns

(1) Positive aspects

Reduction of beauty traps: A certain online celebrity mask was removed from the shelves after being found to have an actual moisturizing effect of only 30% of the claimed effect

Facilitated rights protection: The live broadcast room has added a "one-click evidence" function to automatically save product claims

(2) Potential problems

Detection of corruption risks: Some institutions were exposed to "paying money to pass the inspection"

Content rigidity: Shopee US Franchise uses standardized words to avoid violations, and the entertainment value of live broadcasts has declined

AI identification loopholes: A team has developed a "transparent watermark" to evade supervision

4. Global regulatory comparison and Chinese characteristics

Country Regulatory focus Differences from China

United States Focus on false advertising (mainly FTC fines) No real-name system requirements, AI supervision lags behind

European Union Emphasis on data privacy (GDPR constraints) No distinction between real people/AIShopee US Franchise

Japan strictly prohibits minors from giving tips Testing requirements are limited to food and medicine

Forecast for the evolution in the next three years

2025: 30% of small and medium-sized Shopee US Franchise will withdraw, and the industry CR5 will exceed 80%

2026: AIShopee US Franchise technology will be compliant, and market share will rise to 25%

2027: Live broadcast testing will become a new profession, with a talent gap of 500,000

(Note: On the first day of the implementation of the new regulations, 32,000 live broadcasts were interrupted due to non-compliance, and the number of beauty and makeup broadcasts dropped by 42%.)