Regulation issued on livestreamed marketing

Legal experts said a regulation on marketing through internet livestreaming can help protect the legitimate rights of consumers, purify the online environment and keep up healthy development of cyberspace.

Seven government agencies, including China's Cyberspace Administration and the Ministry of Public Security, jointly issued a regulation on Friday. It makes clear individuals engaged in livestreaming marketing or operations should be aged 16 or above, and requires livestreaming platforms to blacklist those with records of serious violations or immorality.

The regulation, to take effect on May 25, stipulates people engaged in livestreamed marketing must provide true, accurate and necessary information on their products. No content that could mislead or defraud consumers is allowed.

It also prohibits activities such as selling counterfeit goods, infringing upon intellectual property rights, falsifying online views and tampering transaction figures.

Zhu Wei, deputy director of the Communication Law Research Center at the China University of Political Science and Law, said the new rule will help regulate the booming livestreaming e-commerce so it can develop in a healthier way.

Livestreamed marketing, a new internet business mode, has thrived in recent years. Last year, there were about 24 million e-commerce livestreaming events on key online platforms, with an estimated total turnover exceeding 1 trillion yuan ($154 billion) according to a report jointly released by Chinese Association of Market Development, AliResearch - the research arm of the country's e-commerce giant Alibaba— and Taobao Live in March.