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China to Regulate Live Streaming E-commerce Starting in July

China will implement a new non-mandatory group standard to help regulate live streaming e-commerce. The new standard clarifies requirements on industry terms and definitions, product quality, promotion, practitioner qualification, etc. The use of hyperbolic advertising or use of terminology such as "The lowest price in the whole network (全网最低价)," "national level (国家级)," "superlative (最高级)," "best (最佳)" are considered illegal. The industry believes the standards will improve longstanding problems and have a positive impact on the long-term development of the live streaming e-commerce industry.


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