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Original title: The State Administration of Cyberspace of China intends to stipulate: Live marketing prohibits fraud in data traffic
According to China Netcom, on the 13th, the countryThe InternetInformation Office on “Internet Live Marketing Information ContentServiceDriving regulations (requestopinionDraft) “Public Comment Notice (hereinafter the” Consultation Draft “), the comment draft proposes that the livestream marketing platform should prevent and stopadvertising、priceFraud and other acts that violate the rights of users significantly warn users of the risks of private transactions outside the platform.
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Source: China Netcom
The draft for comments includes five chapters and twenty-three articles on the general rules, live streaming marketing platform, live streaming room operators and live streaming marketers, supervision and management, and supplemental regulations.
The draft for comments proposes that the live marketing platform should sign an agreement with the live marketing staff service agencies and live room operators, requiring them to standardize the processes of recruiting, training and managing marketing staff. live, and clarify responsibilities for the production, publication and review of live marketing information. Develop a live broadcast marketing catalog and establish laws and regulations to prohibit production and sales, prohibit online transactions and bandealto sellPropaganda and not suitable for promotion in the form of live broadcast.ProductAnd service category.Perform social unification based on ID card numbers for live broadcast room operatorscreditCodeAnd other real identity information authentication.
The draft requires the livestream marketing platform to establish dynamic verification of the actual identity of the livestream marketers.mechanism, Verify the identity information of all live broadcast marketers prior to live broadcast, and will not provide live broadcast services for those who do not comply with relevant regulations Strengthen the content of broadcast marketing information in I live on the internetService Management, If illegal or bad information is discovered, it will take immediate steps to process it, keep relevant records and informSupervisorDepartmentreport. Prevent and stop illegal advertising, price fraud and other acts that infringe the rights and interests of users, and alert users to the risks of private transactions outside the platform in a significant way.
The draft for comments mentioned that the live streaming marketing platform should establish a hierarchical management system based on the credit rating of the live room operator account, the number of followers and clicks, the amount of marketing and other indicators, and arrange for key live broadcast room operators to organize real-time inspections and extend the live broadcast. Measures such as content retention time. Establish a robust risk identification model and take action such as pop-ups, violation warnings, traffic restrictions, and blocking of live streams for high-risk behaviors Strengthen online management and use of new technologies, new applications and new features ,artificial intelligenceIf the virtual images shown by technologies such as digital vision, virtual reality, etc. engage in internet live streaming marketing information content services, will be prominently marked, and information content security will be ensured.
The draft for soliciting opinions clarifies that the livestream marketing platform must establish a strong protection mechanism for minors and pay attention to protecting the physical and mental health of minors. For internet livestream marketing information content services that are not suitable for the participation of minors, the livestream marketing platform must provide prompts before the information is displayed Establish a management system of credit assessment for the operator’s account in the live streaming room, and use user assessments, complaints and reports, platform processing, and regulatory notifications as credit assessment indicators, which are determined based on credit conditions.Service areaAnd functions, and publicize the credit status of the operators account in the live broadcast room. For accounts of live room operators who violate laws, regulations and service agreements, receive warnings, restrict functions, suspend publication, cancel accounts and prohibit re-registration as appropriate, keep records and inform the relevant authorities.
The comment draft emphasizes that livestream marketing platforms should establish a blacklist system to blacklist livestream marketers who have severely violated laws and regulations, and those who have violated laws, crimes or disturbed public order and good manners that have caused a negative social impact Establish and improve the complaint and complaint mechanism, clarify the handling process and the feedback period, and deal with it in a timely manner.publicComplaints and reports on illegal information content and marketing behaviors.
The draft for comments also indicated that the user passed the link in the live broadcast room,QR codeGo to other platforms to buy goods orto acceptService, when disputes arise, the relevant live marketing platform will actively assist users in safeguarding their legitimate rights and interests and provide the necessary evidence and other support. The live marketing platform will record and save live content for no less 60 days, and will provide the live content review feature; commodities and live contentInformation serviceTransaction information will be kept for no less than three years from the transaction completion date. When laws and administrative regulations provide otherwise, follow those provisions.
The draft also stipulates that live broadcast room operators and live broadcast marketers participate in Internet live broadcast marketing information content services, and must not post false information to mislead or mislead users; They must not fabricate or alter attention, page views, likes, transactions, etc. Fraud in data traffic; I don’t know or should know that others engage in illegal or high-risk behavior and still promote and divert traffic for them; do not insult, slander, harass, defame, abuse and intimidate others, infringe the rights and legal interests of others; they must not cause minors Imitate unsafe behavior and violate social ethics, induce bad habits in minors, etc .; should not be suspectedMLM, Fraud, gambling, contraband trafficking and controlled items, etc .; No other behaviors that violate relevant national laws, regulations and regulations are allowed.
(Source: Sino-Singapore Jingwei)
(Editor in charge: DF062)
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