Online platform operator

Online platform operators providing online   business premises, transaction matching, information dissemination services   etc, and providing live-streaming technical services for business operators, which   sell commodities or provide services or promote commodities or services   through online live-streaming, shall perform the responsibilities and   obligations of E-commerce platform operators pursuant to the provisions of the   E-commerce Law.

Participation of Online Platforms in Advertising and Promotion

Where an online platform operator advertises and   promotes online live-streaming marketing activities, it shall perform the   responsibilities and obligations of advertisement publishers or advertising   operators in accordance with the Advertising Law.

Commodity Seller

Those who sell goods or provide services through   online live-streaming shall perform corresponding duties and obligations in   accordance with relevant laws.

Online Anchors

If the conduct of online anchors constitutes a commercial advertisement, the responsibilities and   obligations of the advertisement publisher, advertisement operator or   advertisement endorser shall be performed by online anchors in accordance with the Advertising   Law.

Marketing of Goods or Services

Establish and implement the inspection and   acceptance system for incoming goods, and check relevant supporting documents   in accordance with laws. Online   live-streaming shall not be allowed to sell goods or services prohibited by   laws and regulations from production and sales; online live-streaming shall   not be allowed to sell tobacco products and other goods or services   prohibited by laws and regulations from commercial marketing and promotion;   online live-streaming shall not be allowed to sell specific full-nutrition   formula food and other goods or services prohibited by laws, regulations and   rules from online transactions.

Advertisement Review and Release

Advertisements shall be published in accordance   with the advertisement review provisions, and shall not be published without   being reviewed; no advertisement of medical treatment or drug, which shall be   reviewed before publication as required by laws and regulations, shall be   published in the form of online live broadcast.

Advertising Endorsement

It is prohibited to carry out advertising   endorsement activities in online live-streaming marketing activities by using   minors under the age of 10, or entrusting natural persons, legal persons   or other organizations that have been imposed administrative penalties   for making recommendations or certifications in false advertisements within   last three years.

Electronic Commerce

Primarily investigate and punish illegal   behaviors such as fictitious transactions, deletion or fabrication of user   comments without authorization, failure to take necessary measures against   operators on the platforms who infringe legitimate rights and interests of   consumers, failure to fulfill the obligation of qualification examination,   failure to fulfill the obligation to guarantee personal and property safety   of consumers, etc.

Infringement on the Legitimate Rights and Interests of Consumers

Focus on investigating and punishing illegal   activities of consumers such as request for repair, redo, replacement, return   of goods, make-up for quantity shortage, refund of payment for goods and   services, or compensation for losses, and intentional delay or refusal   without reason.

Unfair competition

Focus on investigating and punishing illegal   activities such as implementation of false or misleading commercial publicity   activities, assisting other operators to conduct false or misleading   commercial publicity activities, business confusion, commercial defamation   and improper prize-attached sales, etc.

Quality of the Products

Focus on investigating and punishing illegal   activities such as adulterating, passing fake imitations for genuine, selling   seconds at best quality prices, passing substandard products off as standard   ones, falsifying the place of origin of products, forging or falsely using   the factory names and addresses of others, selling "three   non-products" and infringing others' intellectual property rights.

Food Safety

Stress shall be laid on investigating and   punishing such illegal activities as selling food without operation permit,   selling food not in compliance with the safety standards and selling food   with false production date or exceeding the quality guarantee period.

Illegal Advertising

Focus on investigating and punishing such illegal   activities as issuing false advertisement deceiving or misleading consumers,   issuing illegal advertisement violating good social morals and advertisement   endorsement in violation of regulations.

Price Violation

Focus on investigating and punishing illegal   activities such as fabricating or spreading price increase information and   inveigling consumers into transactions by false or misleading price information.