China Strengthens Supervision of Live-Stream Marketing Activities

The State Administration for Market Regulation released guidelines on 5 November requiring local market regulators to fulfil their legal responsibilities in relation to live-streamed online marketing activities.

• Legal responsibilities of online platforms
  
  Platforms must discharge their responsibilities and obligations as e-commerce operators in accordance with the provisions of the E-Commerce Law.

• Legal responsibilities of suppliers of products and services
  
  Suppliers must act in accordance with the provisions of the E-Commerce Law, the Law on Protection of Consumer Rights and Interests, the Law Against Unfair Competition and other relevant laws.

• Legal responsibilities of online live streamers
  
  Live streamers must comply with the relevant provisions of the Law Against Unfair Competition and the Advertising Law.

Source: State Administration for Market Regulation