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Source Title: Proposed Internet Livestream Marketing Management Regulation
The State Administration of Cyberspace of China publicly requested (13) opinions yesterday on the “Regulation on the Management of Internet Live Marketing Information Content Services (Draft for Comments)”. It stipulates that livestream room operators and livestream marketers are engaged in internet livestream marketing information content services, and shall not fabricate or alter data traffic such as attention, page views, me likes and transactions. The livestream marketing platform must prevent and stop illegal advertising, price fraud, and other acts that infringe user rights, establish a strong risk identification model, and take action such as pop-ups, violation warnings, restriction traffic and blocking live broadcasts.
The “Regulations” propose that live marketing platforms should establish and improve mechanisms for registration and cancellation of live marketing business and accounts, information security management, marketing behavior specifications, protection of minors, protection of user rights, protection of personal information, credit evaluation and data security.
Regarding the platform requirements, the live streaming marketing platform must formulate a live marketing catalog and establish the categories of goods and services that are prohibited by laws and regulations that prohibit production and sales, prohibit online transactions, prohibit commercial promotion and are not suitable for live streaming. The live marketing platform will prevent and stop illegal advertising, price fraud, and other acts that infringe on users’ rights, and will warn users of the risks of private off-platform transactions in a significant way. The livestream marketing platform will strengthen the management of the Internet livestream marketing information content service, and if illegal and bad information is discovered, it will immediately take steps to deal with it, keep relevant records and report to the authority. competent authority.
The livestream marketing platform will establish a hierarchical management system based on the credit assessment of the livestream room operator’s account, the number of follows and clicks, the amount of marketing and other indicators, and take measures such as the organization of special personnel for real-time inspections and the extension of the storage time of live content for the key operators of the live broadcast room. The livestream marketing platform will establish a robust risk identification model and take action such as pop-ups, infringement warnings, traffic restriction, and blocking of livestreams for high-risk behavior.
The Regulation states in terms of anchor specifications that the live marketing platform must establish a dynamic verification mechanism for the real identity of live marketers, verify the identity information of all live marketers before the live broadcast. and not providing live streaming services for those who do not comply with the relevant regulations.
In particular, live streaming room operators and live stream marketers must not post false information to mislead or mislead users; manufacture or manipulate data traffic such as attention, page views, likes and transactions.
The “Regulation” also proposes that cybersecurity and computerization departments at all levels, in conjunction with the relevant competent departments, supervise and inspect the performance of the main responsibilities of the platform, and carry out a special supervision and inspection of the platforms with problems. The live streaming marketing platform will cooperate with the supervision, inspection and investigation carried out by cyberspace and other departments in accordance with the law. Violation of these regulations and causing harm to others will be subject to civil liability in accordance with the law; if a crime is constituted, the criminal responsibility will be investigated in accordance with the law; if a crime is not constituted, the relevant competent authorities, such as Internet Information Technology, will deal with it in accordance with the relevant laws and regulations in accordance with their respective functions.
Text / Reporter Wen Jing, Coordinator / Yu Meiying
