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China Implements Live Streaming Marketing Code on July 1

China implemented new code of conduct to help regulate live streaming e-commerce.The Code of Conduct specifies the rights and obligations of the enterprises, live streamers and livestreaming platforms.

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 1st. It is the first standard specializing the live stream marketing activities.

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