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Original title: Beijing regulates live streaming and clarifies that virtual images must also "follow the rules"

Recently, the Beijing Municipal Market Supervision Bureau issued the "Beijing Live Streaming Sales Compliance Guidelines", which not only put forward specific compliance requirements for live streaming sales platform operators, live streaming sales room operators, live streaming sales personnel and live streaming sales service agencies, but also virtual images and content synthesized using artificial intelligence technology must refer to the compliance guidelines to "follow the rules". The guidelines will further promote the focus of live streaming sales governance from in-process supervision and post-event punishment to pre-event prevention, fully protect the legitimate rights and interests of consumers, and promote orderly competition and innovative development of the live streaming sales industry.

Livestreaming sales refers to the sale of goods or services through livestreaming. The guidelines stipulate that operators of livestreaming sales platforms should formulate a catalog of goods or services that are prohibited or restricted from marketing on the platform, clearly specify the goods or services that are prohibited or restricted from marketing; establish a livestreaming sales information inspection and patrol system; establish a mechanism for publicizing the results of penalties for serious violations of laws and regulations; strengthen education, training and assessment of operators of livestreaming sales rooms, and establish a sound behavior control mechanism.

The guidelines clearly state that operators of live streaming rooms, live streaming personnel and live streaming service agencies should adhere to the correct political direction, public opinion orientation and value orientation, and should not violate public order and good customs or create social public opinion to carry out commercial marketing. At the same time, we should consciously oppose illegal and immoral phenomena, traffic supremacy, abnormal aesthetics, "fan circle" chaos, money worship, food waste, and pan-entertainment. The reporter noted that the guidelines stipulate that virtual images and content synthesized using artificial intelligence technology must also comply with corresponding compliance requirements.

(Xinhua News Agency)