TapTechNews Jun 12th news, the "Compliance Guidelines for Live Streaming with Goods in Beijing (Draft for Comment)" drafted by the Beijing Municipal Market Regulatory Bureau was publicly solicited for comments on June 7th. The draft for comment suggests that live streaming with goods practitioners cannot covertly release advertisements for health food in the form of introducing health and wellness knowledge, nor can they mislead consumers with false expressions such as "the lowest price across the whole network". In addition, in addition to the live streaming with goods personnel to abide by relevant regulations, the virtual image synthesized by using artificial intelligence technology should also refer to compliance requirements.
The draft for comment submits that the operator of the live streaming with goods platform should formulate a catalog of goods or services that are prohibited or restricted from marketing on the platform, clarify prohibited or restricted matters of goods or services for marketing, and take effective measures to urge the operators of the live streaming with goods studio to carry out marketing activities in accordance with the catalog requirements. At the same time, it should urge the operators of the live streaming with goods studio to inspect the goods promoted and marketed before carrying out live streaming. Once the platform operator finds that there are violations by the studio operator, it should take necessary disposal measures and publicly display the penalties and disposal results of serious illegal and violating acts.
The draft for comment submits that live streaming with goods practitioners should consciously oppose bad phenomena such as pursuing traffic supremacy, abnormal aesthetics, "fan circle" chaos, money worship, food waste, etc., and must not make false or misleading business propaganda to deceive and mislead consumers regarding the performance, function, quality, sales situation, user evaluation, etc. of goods or services.
In the live stream, when advertising food, cosmetics, and life beauty, it must not involve disease prevention and treatment functions, and must not use medical terms or terms that are likely to cause the promoted goods and services to be confused with drugs, medical devices, and medical services; it must not covertly release advertisements for health foods and special medical purpose formula foods in the form of introducing health and wellness knowledge; when advertising alcoholic beverages, there should not be drinking actions; advertising for off-campus training for preschool children, compulsory education stage, and general high school students must not be made; when advertising for crop seeds, aquatic fry and breeding, etc., it must not use the names or images of scientific research units, users, etc. to make recommendations or proofs.
If conducting promotional activities, if there are additional conditions or time limits for promotional activities, the conditions or time limits should be clearly disclosed; if there is a quantity limit, the specific quantity of the promotional goods should be explicitly indicated. Once the promotional goods are sold out, it should be immediately and explicitly indicated. When conducting promotional activities by means of lottery, giving away as a bonus, exchanging with points, etc., the information on lottery sales and the name and quantity of the given items or the conditions of exchange should be truthfully stated. And when conducting promotional activities with a price comparison method, the false expression of "the lowest price across the whole network" cannot mislead consumers.
The draft for comment submits that the operator of the live streaming with goods platform should actively fulfill the obligation of entry registration and verification, and legally register the information such as identity, address, contact information, and administrative license provided by the studio owners applying to open the function of promoting goods or services, and establish a registration file. The platform should actively adopt technical measures for verification.
TapTechNews noticed that currently the "Compliance Guidelines for Live Streaming with Goods in Beijing (Draft for Comment)" is publicly solicited for comments on the official website of the Beijing Municipal Market Regulatory Bureau and will end on July 7th.