China News Service, April 9 (Xinhua) The State Council Information Office held a regular policy briefing of the State Council on the 9th to introduce the "Regulations on the Implementation of the Consumer Rights Protection Law of the People's Republic of China". Kuang Xu, director of the Law Enforcement and Inspection Bureau of the State Administration for Market Regulation, emphasized at the meeting that live streaming must clearly state “who is bringing the goods” and “whose goods are being brought”, which is also the premise and bottom line of marketing.
Kuang Xu said that live streaming has innovated consumption scenarios and enriched consumer supply. However, due to the large number of subjects "in front of and behind the scenes", the long chain of "people and goods field", the difficulty of "online and offline" management, and the difficulty for consumers to provide evidence, it has led to false marketing. Problems such as incorrect goods, difficulty in returns, etc. are more prominent. In the past five years, the live streaming e-commerce market has grown by 10.5 times. At the same time, the number of complaints and reports has increased by 47.1 times, which is significantly higher than traditional e-commerce, indicating that development and regulation are still unbalanced.
Kuang Xu introduced that the "Regulations" stipulate five aspects of online consumption, which are also applicable to live broadcasts. On this basis, the "Regulations" also made various regulations in response to the characteristics and outstanding issues of live broadcast.
In terms of strengthening information disclosure, the "Regulations" stipulate that operators who provide goods and services through the Internet, television, telephone, mail order, etc. shall clearly indicate or explain their true name and number on their homepage, video screen, voice, product catalog, etc. mark. If other operators actually provide goods and services, the operator's name, business address, contact information and other information shall also be provided to consumers. Live streaming must clearly state “who is bringing the goods” and “whose goods are being brought”. This is also the premise and bottom line of marketing.
In terms of improving platform management, the "Regulations" stipulate that live broadcast marketing platform operators should establish and improve a consumer rights protection system and clarify a consumer dispute resolution mechanism. In the event of a consumer dispute, the live broadcast platform operator shall provide necessary information such as information about the live broadcast room operator and live broadcast marketers, as well as relevant business activity records according to the consumer's requirements. The "three no products" are often the operator's name, address, There is no contact information. The platform should strictly implement identity verification and daily management responsibilities. When consumer disputes occur, actively assist consumers in safeguarding their rights and effectively improve the after-sales experience.
In terms of regulating marketing behavior, the "Regulations" stipulate that if the live broadcast content released by live broadcast room operators and live broadcast marketers constitutes commercial advertisements, they must perform the obligations of advertising publishers, advertising operators or advertising spokespersons in accordance with the relevant provisions of the "Advertising Law" . The "Regulations" elevate the relevant content in the normative document "Measures for the Management of Online Live Broadcasting Marketing" to legal obligations, clarifying that "everyone is responsible" for platforms, live broadcast rooms and anchors.