How to manage webcast marketing?

The "Method" is here!

  There are chaos in the live broadcast of goods, and the mixture of fish and dragons has caused widespread social concern. How should we manage and regulate the live broadcast of goods?

Recently, seven departments including the State Internet Information Office, the Ministry of Public Security, the Ministry of Commerce, the Ministry of Culture and Tourism, the State Administration of Taxation, the State Administration for Market Regulation, and the State Administration of Radio and Television jointly issued the "Administrative Measures for Webcast Marketing (Trial)", starting from 2021 It will be implemented on May 25th.

  The relevant person in charge of the State Internet Information Office stated that the "Measures" were issued to regulate the order of the online market, safeguard the legitimate rights and interests of the people, promote the healthy and orderly development of new business formats, and create a clear and clear cyberspace.

  The "Measures" require that the live marketing platform should establish and complete mechanisms and measures such as account and live marketing function registration and cancellation, information security management, marketing behavior specifications, minor protection, consumer rights protection, personal information protection, network and data security management, etc. .

Clarify the age restrictions and behavioral red lines of practitioners

  The “Measures” clarify that live broadcast marketers or live room operators are natural persons, and they shall be 16 years old or older; minors over 16 years old who apply to become live broadcast marketers or live room operators shall obtain the consent of their guardians.

Live broadcast room operators and live broadcast marketers shall, in accordance with the platform service agreement, do a good job of real-time management of interactive content such as voice and video connections, comments, and barrage, and shall not deceive or mislead users by deleting or blocking relevant unfavorable reviews.

Live broadcast marketing platforms should actively assist consumers in safeguarding their rights in accordance with the law

  In addition, 8 red lines for live marketing activities were clarified, and the management of 5 key links in the live broadcast room was highlighted, and related advertising compliance of live marketing activities, live marketing venues, interactive content management, information verification of commodity service providers, consumer rights protection responsibility, and Internet Make clear requirements for the use of virtual images.

Seven departments establish and improve working mechanisms to do a good job in supervision and management

  The "Measures" proposes that the seven national departments shall establish and improve working mechanisms such as clue transfer, information sharing, consultation and judgment, education and training, etc., and do a good job in supervision and management of webcast marketing according to their respective responsibilities.

The rapid development of live streaming has a positive impact and flaws

  In recent years, the emergence of live webcast delivery, as an emerging business model and Internet business, has developed rapidly in recent years, and has played an active role in promoting employment, expanding domestic demand, boosting the economy, and fighting poverty.

  Statistics from the "Statistical Report on China's Internet Development Status" in February this year show that as of December 2020, the number of live webcast users in my country has reached 617 million, an increase of 57.03 million from March 2020.

Among them, the number of e-commerce live broadcast users was 388 million, an increase of 123 million from March 2020, accounting for 39.2% of the total netizens, ranking first in the number of various types of web live broadcast users.

  However, at the same time there have been problems such as misconduct of live broadcast marketers' words and deeds, use of minors to live broadcast for profit, insufficient performance of the main responsibilities of the platform, false propaganda and data falsification, frequent occurrence of counterfeit and inferior goods, and difficulties in protecting consumer rights and obtaining evidence. The people have expressed strong opinions on this. , It is necessary to promptly promulgate corresponding system norms.

  In November last year, the host Simba, a live broadcast with tens of millions of fans, falsely promoted a flavored beverage with a bird's nest content of only 0.014% as a product with a high bird's nest content in a live broadcast.

After this action caused public opinion to question its "counterfeit sale," the local market supervision department stepped in and filed a case for investigation of the relevant parties.

  In fact, not only consumers, but even businesses may suffer a loss in the operation of live streaming.

In March last year, Ms. He, a tea dealer in Shijiazhuang, Hebei, spent 50,000 yuan to sign a live delivery contract with an Internet celebrity brokerage company.

Unexpectedly, a live broadcast of more than an hour, with only more than 1,000 viewers, did not sell a single item.

  After last year's "618" and "Double 11", the consumer rights protection public opinion analysis report released by the China Consumers Association pointed out the

problems

of

live

delivery

, such as platform responsibility awareness and lack of quality awareness

.

  The latest

"Management Measures for Web Live Marketing (Trial)"

issued by the seven departments this time

has made innovations especially in terms of compacting the main responsibility of the platform, and

put forward three requirements.

One is to propose pre-prevention

.

The platform is required to take preventive measures such as arranging special personnel for real-time inspections and extending the storage time of live content for key live broadcast rooms with a large number of fans and large transaction amounts.

The second is to pay attention to warnings in the event

.

The platform is required to establish a risk identification model, and take control measures such as pop-up prompts, prominent signs, and function and traffic restrictions for behaviors that are relatively risky and may affect the physical and mental health of minors.

The third is to emphasize subsequent punishment

.

The platform is required to take measures such as blocking live broadcasts, closing accounts, blacklisting, and joint disciplinary actions against violations of laws and regulations.

Since last year, the competent authorities have intensively taken measures to regulate the delivery of live broadcasts

  In the face of the field of live broadcast delivery with frequent chaos, the relevant competent authorities have frequently taken measures to rectify and standardize since last year:

  In June 2020, the National Internet Information Office, in conjunction with relevant departments, conducted a comprehensive inspection of the content ecology of 31 major live webcasting platforms, and took measures to stop major channel content updates, suspend new user registrations, and rectify within a time limit on relevant platforms depending on the circumstances of the violation.

  Also in June 2020, the China Advertising Association issued the "Code of Conduct for Online Live Marketing", which became the first national regulation for the live broadcast e-commerce industry.

  In August 2020, the special rectification and standardized management of the webcast industry were redeployed, focusing on improving the cultural taste of the live broadcast platform, guiding users to reward rationally, regulating the behavior of anchors with goods, and promoting the high-quality development of the webcast industry.

  In November, the State Administration of Radio and Television issued the "Notice on Strengthening the Management of Online Show Live Broadcast and E-commerce Live Broadcasting"; the State Internet Information Office, in conjunction with relevant departments, drafted the "Regulations on the Management of Internet Live Marketing Information Content Services (Draft for Comment)" and shared it with the public Open for comments.

These normative documents have promoted the elimination of disorderly practitioners in the webcast industry and achieved long-term prosperity and development.

  Different from the previous rectifications and regulations, the latest "Administrative Measures for Web Live Marketing (Trial)" issued by the seven departments this time also clarifies that live broadcast room operators and live broadcast marketers who engage in web live marketing activities shall abide by laws, regulations and the state. Relevant regulations follow the public order and good customs of the society, release information about goods or services truthfully, accurately, and comprehensively, and draw 8 red lines to make regulations.

(1) Violating the provisions of Articles 6 and 7 of the "Regulations on the Ecological Governance of Network Information Content";

  (2) Publishing false or misleading information to deceive or mislead users;

  (3) Marketing counterfeit and shoddy goods, infringing intellectual property rights, or not meeting the requirements for protecting personal and property safety;

  (4) Falsifying or falsifying data traffic such as transactions, attention, page views, and likes;

  (5) Knowing or ought to know that others have illegal or high-risk behaviors, and still promote and drain them;

  (6) Harassing, slandering, insulting and intimidating others, infringing on the lawful rights and interests of others;

  (7) MLM, fraud, gambling, sales of contraband and controlled items, etc.;

  (8) Other violations of national laws, regulations and relevant regulations.