China Municipal Administration and other seven departments on Friday jointly released the network live marketing management measures, for the network live marketing out of eight red lines.
The new management measures published by the China Internet Information Office on the same day proposed that live marketing personnel and live operators for natural persons, should be at least sixteen years old, clear live marketing behavior eight red lines, highlighting the live five key aspects of management, live marketing activities related to advertising compliance, live marketing venues, interactive content management, commodity service provider information verification, consumer rights protection responsibilities, network virtual image The use of clear requirements. Among them, the live marketing platform should establish and improve the risk identification model, the suspected illegal and high-risk marketing behavior to take a pop-up alert, violation warning, restrict the flow, suspend live and other measures.
Live marketing behavior eight red lines include: violation of the “network information content ecological governance provisions” of Article 6, Article 7; release false or misleading information to deceive and mislead users; marketing counterfeit and shoddy, infringement of intellectual property rights or do not meet the requirements of personal and property security goods; fictitious or falsified transactions, attention, views, likes and other data flow falsification.
The Reuters report points out that the Communist Party’s official move to include “people, goods, and venues” in live network marketing, as well as “behind the scenes” of various subjects and “online and offline” elements into The regulatory scope highlights that the authorities’ rectification measures “have been stepping up”.
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