AI e-commerce compliance governance and consumption environment co-construction action launched in Zhejiang

China News Service, Hangzhou, November 6 (Lan Yini, Zheng Jing) On November 6, the "Improving Consumer Quality and Intelligent Protection of the New E-commerce Ecosystem - AI E-commerce Compliance Governance and Consumption Environment Co-construction Action" jointly sponsored by the National E-commerce Quality Management Standardization Technical Committee (SAC/TC563) and the Zhejiang Provincial Consumer Protection Commission was launched in Hangzhou. At the event, an initiative was released, the preparation of two national standards was launched, and a roundtable dialogue and four thematic sharing sessions were held.

As AI accelerates its integration into e-commerce scenarios, the entry point for consumer decision-making has moved from the search box to the dialog box. Problems such as the difficulty in switching from AI customer service to manual services, AI product pictures that appear to be "cheating", and AI digital human live broadcasts for false propaganda continue to emerge. An analysis of complaints received in the first half of 2026 released by the China Consumers Association shows that after-sales service problems account for nearly 30%, ranking first among all types of complaints. The relevant person in charge of the Zhejiang Provincial Consumer Protection Commission stated that the main purpose of this event is to promote e-commerce platforms and related companies to accurately understand the compliance boundaries of AI technology applications and reduce consumer disputes from the source.

At the meeting, Pinduoduo, Taotian, Wuyou Media, Qunar.com, and NetEase Yanxuan jointly released the "AI Technical Specification Application Initiative for E-commerce Platforms and Content Organizations with "AI for Good and Quality First"", making commitments in five aspects: guarding the legal bottom line, protecting the right to know, combining technology and artificial intelligence to block the spread of violations, manually clearing up relief channels, and cracking down on label fraud and AI gray production. The initiative proposes that AI digital human anchors, virtual scenes, and AI-generated content used to display the core characteristics of products should continue to be clearly marked. AI face-changing fake celebrities are strictly prohibited from bringing goods. Consultations, complaints, and after-sales involving major consumer rights need to retain real and available manual entrances.

At the event site, the preparation of two national standards was simultaneously launched, namely the "E-commerce Product Quality Monitoring Guidelines Based on Artificial Intelligence Technology" and the "E-Commerce Artificial Intelligence Generative Artificial Intelligence Ethical Review Guidelines". Representatives of relevant standard drafting units introduced the project background, preparation ideas and framework, and next work plan. The relevant person in charge of the TC563 Secretariat said that the standard is not about choosing sides between innovation and supervision, but about finding a sustainable balance point so that compliant enterprises can develop steadily, innovation has rules to follow, and consumers can feel at ease.

The roundtable dialogue session was themed "How to work together to protect consumer safety in the era of AI-assisted selection". Various parties conducted discussions around AI-generated content identification, AI customer service manual processing, platform rule transparency and algorithm governance. The four special sharing sessions focused on operational-level topics such as digital trade rules and international standardization trends in e-commerce, identification and verification of authenticity of inspection and testing reports, rule supervision of live e-commerce and online trading platforms, cross-border e-commerce retail import and export tax policies and business compliance points.

The relevant person in charge of the Zhejiang Provincial Consumer Protection Committee said that Zhejiang is a major e-commerce province and one of the most active places for the platform economy. In the future, it will continue to set up a platform to bring together the government, Consumer Protection Committee organizations, e-commerce platforms, MCN institutions, AI technology companies and other parties to promote the establishment of a multi-dimensional co-governance pattern of legal protection, government supervision, industry self-discipline, corporate responsibility, social supervision, and consumer participation.