On November 13, the Cyberspace Administration of China issued a message that in order to strengthen the management of Internet live marketing information content services, the Cyberspace Administration of China drafted the "Regulations on the Management of Internet Live Marketing Information Content Services" in conjunction with relevant departments and solicited public opinions. Among them, it is clear that live broadcast room operators and live broadcast marketers must not publish false information to deceive or mislead users; they must not fabricate or tamper with data traffic such as attention, page views, likes, and transactions. The
live broadcast marketing platform should establish a sound protection mechanism for minors and pay attention to protecting the physical and mental health of minors. For Internet live broadcast marketing information content services that are not suitable for minors to participate, the live broadcast marketing platform shall provide prompts before the information is displayed. The live marketing platform should prevent and stop illegal advertising, price fraud and other acts that infringe on the rights of users, and warn users of the risks of private transactions outside the platform in a significant way. The
live broadcast marketing platform shall establish a sound risk identification model, and take measures such as pop-up prompts, violation warnings, restriction of traffic, and blocking of live broadcasts for high-risk behaviors.
Live broadcast marketers or live room operators who are natural persons shall be at least 16 years old; Minors over 16 years old who apply to become live broadcast marketers or live room operators shall obtain the consent of their guardians.
live broadcast room operators and live broadcast marketers shall not publish false information to deceive or mislead users when engaging in Internet live broadcast marketing information content services;
shall not fabricate or tamper with data traffic such as attention, page views, likes, transactions, etc.;
shall not insult, slander, harass, slander, abuse and intimidate others, or infringe upon the legal rights and interests of others;
shall not be involved in pyramid schemes, fraud, gambling, trafficking in contraband and controlled items and other activities that violate national laws, regulations and relevant regulations. The
live marketing platform shall record and save the live content for no less than 60 days, and provide the live content review function; the product and service information and transaction information in the live content shall be stored for a long time since the transaction is completed In three years. Where laws and administrative regulations provide otherwise, follow those provisions.
Violation of the "Regulations" and causing damage to others shall bear civil liability in accordance with the law; if a crime is constituted, criminal liability shall be investigated in accordance with the law; if a crime is not constituted, the relevant authorities such as Internet Information Technology shall deal with it in accordance with relevant laws and regulations according to their respective duties. Source of
: National Cyberspace Administration of China website, CCTV News
Editor: Yangyi
