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Livestreaming marketing regulation

Students majoring in e-commerce participate in a livestreaming class at Chongqing Business Vocational College in May. [Photo/China Daily]

Chinese authorities rolled out a trial guideline to regulate the country's booming livestreaming marketing industry on April 23 and it took effect on May 25.

The guideline, jointly issued by the Cyberspace Administration of China and six other authorities, set the minimum age for livestreaming operators and salespersons at 16.

Livestreaming platforms should blacklist those with records of serious violations and handle complaints from consumers in a timely manner and provide necessary evidence when disputes occur.

The guideline aims to regulate the online market by protecting the rights and interests of the people, promoting healthy development of the new business model and build a clean online environment.

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