China Implements Live Streaming Marketing Code on July 1

Livestreaming has become one of the significant marketing methods on China’s e-commerce platform while false promotion and substandard product quality are also commonplace there. On Jun. 24, 2020, China Advertising Association unveiled the “Live Streaming Marketing Code” ^[1], which came into effect on July 1^st. It is the first standard specializing the live stream marketing activities.

Main Contents of the Code

The “Live Streaming Marketing Code” specifies the rights and obligations of the enterprises, live streamers, livestreaming platforms and other stakeholders. Here are some key obligations for the enterprises:

• The product sold or service provided should be legal and conform to the rules drafted by the livestreaming platforms.

• The product/service promoted should comply with the quality and safety requirements stipulated in corresponding laws and regulations. The sales of special products including drug, medical devices, health food, and food for special medical purposes need to be granted qualification or administrative approval.

• The product/service information shall be true, science, accurate and cannot mislead consumers. If those information published belong to commercial advertisement, the “Advertising Law” are required to be compliant with.

• The enterprises need to protect the consumer rights and provide after-sales service such as product changing or refunding.