Today, according to Shanghai market supervision news, a few days ago, the Shanghai Municipal Bureau of Market Supervision formulated and released the first provincial-level guideline on online live broadcast marketing – “Shanghai Online Live Broadcast Marketing Activities Compliance Guidelines”. The “Guidelines” summarizes and sorts out the existing network for the prominent problems in online live broadcast marketing activities, such as breaking the ethical bottom line, fraudulent credit speculation, false propaganda, sales of counterfeit and shoddy products, difficulty in safeguarding consumers’ rights, and mandatory clauses of “lowest price agreement”. Laws and regulations related to live broadcast marketing. The responsibilities and obligations of market operators such as live broadcast marketing platforms, in-platform operators, live broadcast room operators, anchors, and anchor service agencies in online live broadcast marketing activities are clarified. At the same time, 10 negative lists of online live broadcast marketing products (services) are listed, including: products that the state has explicitly eliminated and stopped selling, and products that have expired and deteriorated; products that do not meet the mandatory national standards for protecting human health and personal and property safety Commodities or services; commodities without a quality inspection certificate or without the product name, manufacturer name and address in Chinese; commodities or services that should be licensed, filed or compulsory certification according to law but have not been obtained, etc. It is worth mentioning that .
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