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On August 9, the Beijing Municipal Bureau of Market Supervision officially released the "Beijing Livestreaming Sales Compliance Guidelines" (hereinafter referred to as the "Guidelines"), which put forward specific compliance requirements for livestreaming sales platform operators, livestreaming sales room operators, livestreaming sales personnel and livestreaming sales service agencies. It mentions that livestreaming sales personnel or agencies shall not make false or misleading commercial advertisements for goods or services, and shall not mislead consumers with false statements such as "the lowest price on the entire network".

The "Guidelines" will further promote the shift of the focus of live streaming e-commerce governance from mid-stage supervision and post-event punishment to pre-event prevention, help all participants effectively prevent and resolve compliance risks, fully protect the legitimate rights and interests of consumers, and promote orderly competition and innovative development in the live streaming e-commerce industry.

The Guidelines contain four chapters and 31 articles. Among them, for operators of live streaming platforms, the Guidelines require them to fulfill their registration and verification obligations, establish and improve service agreements and behavioral norms for live streaming activities, formulate a catalog of goods or services that are prohibited and restricted from marketing on the platform, establish a live streaming information inspection and patrol system, establish a publicity mechanism for the results of handling serious illegal and irregular behaviors, record and preserve live streaming information and historical live streaming publicity information posted on the platform, establish a credit management system and credit evaluation mechanism for operators of live streaming rooms, strengthen education and training and management of operators of live streaming rooms, and establish a sound behavior control mechanism, among other compliance obligations.

The Guidelines stipulate that for operators of live broadcast rooms, live broadcast sales personnel and live broadcast sales service agencies, they should adhere to the correct political direction, public opinion orientation and value orientation, and shall not conduct commercial marketing by violating public order and good customs or creating social public opinion. They should consciously oppose illegal and immoral phenomena, traffic supremacy, distorted aesthetics, "fan circle" chaos, materialism, food waste, pan-entertainment and other unhealthy phenomena; consciously strengthen the construction of professional ethics, strengthen social responsibility, establish a good image, and maintain a positive and healthy live broadcast environment; inspect the products marketed through live broadcasts, and shall not sell or promote products prohibited from production and sale, online transactions, and other products by relevant laws and regulations. Goods or services that are commercially promoted; when publishing commercial advertisements during live broadcasts, they should be strictly reviewed and approved in accordance with regulations to ensure that they comply with relevant advertising requirements; during the product selection process, the qualifications of the merchants and products should be carefully checked; during the live marketing process, the relevant certificates and authorization materials such as trademarks, patents, certifications, etc. involved in the products should be carefully checked; if there are additional conditions or time limits for promotional activities, the conditions or time limits should be clearly publicized, and false or misleading commercial advertisements should not be made for the goods or services, and consumers should not be misled by false statements such as "the lowest price on the entire network"; a convenient and effective online complaint, reporting and dispute resolution mechanism should be established to promptly and properly handle consumer complaints and reports, etc.

In addition, operators of live streaming rooms for selling goods should also establish quality control and compliance management mechanisms for live streaming goods and management systems for live streaming personnel. Live streaming personnel should regulate their own behavior and promote goods or services to the public in accordance with the law. Live streaming service agencies should strengthen education and training, daily management and standardized guidance for online anchors.

It is reported that cross-departmental comprehensive supervision of "live streaming with goods" has been included in the city's key task list for in-depth promotion of integrated comprehensive supervision. Led by the Municipal Market Supervision Bureau, it will work with the Municipal Party Committee's Cyberspace Affairs Office, the Municipal Radio and Television Bureau, the Municipal Public Security Bureau, the Municipal Culture and Tourism Bureau, the Municipal Ethnic and Religious Affairs Commission, and the Municipal Cultural Law Enforcement Department to carry out coordinated supervision to jointly regulate live streaming with goods and promote high-quality development of the industry. The "Guidelines" will further enrich the cross-departmental comprehensive supervision "toolbox" of "live streaming with goods", promote the establishment of a transparent and predictable normalized supervision system, drive all parties involved in live streaming with goods to operate in compliance, and jointly maintain a good online trading order.

source:Beijing News reporter Chen Lin editor Zhang Qian proofreader Yang Li