New regulations of the state on webcasting

Legal analysis: adhere to the combination of basing on the present and focusing on the long term, adhere to the combination of promoting development and standardized management, adhere to the combination of inheritance and innovation, fully consider the development trend of webcasting marketing, industry reality and the characteristics of various participants, and follow the idea of comprehensive coverage and classified supervision. On the one hand, for the people, goods and markets in live webcast marketing, all kinds of subjects and online and offline elements are included in the scope of supervision. On the other hand, the responsibilities and obligations of the participants such as the live broadcast marketing platform, the live broadcast room operator, the live broadcast marketer, and the live broadcast marketer service organization were clarified, which further consolidated the main responsibilities of all parties.

Legal basis: Management Measures for Webcast Marketing

Article 2 These Measures shall be applicable to commercial activities that are marketed through internet websites, applications and applets in People's Republic of China (PRC) by means of live video broadcast, live audio broadcast, live graphic broadcast or a combination of multiple live broadcasts. The term "live broadcast marketing platform" as mentioned in these Measures refers to various platforms that provide live broadcast services in online live broadcast marketing, including Internet live broadcast service platform, Internet audio and video service platform and e-commerce platform. The term "live broadcast room operators" as mentioned in these Measures refers to individuals, legal persons and other organizations that register accounts or open live broadcast rooms on the live broadcast marketing platform and engage in online live broadcast marketing activities through self-built websites and other network services.

Article 3 To engage in online live marketing activities, we should abide by laws and regulations, public order and good customs, business ethics, guide correctly, carry forward socialist core values, and create a good network ecology.

Article 4 The national network information department and the State Council public security, commerce, culture and tourism, taxation, market supervision and management, radio and television and other relevant departments shall establish and improve the working mechanisms of clue transfer, information sharing, consultation and judgment, education and training, and do a good job in the supervision and management of webcasting marketing according to their respective responsibilities. The relevant competent departments of the local people's governments at or above the county level shall, in accordance with their respective duties, do a good job in the supervision and management of live webcast marketing within their respective administrative areas.