May 31, 2010
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Guidelines of the State Administration for Market Regulation on Strengthening the Supervision of Marketing Activities through Online Live Broadcasting [Effective]
市场监管总局关于加强网络直播营销活动监管的指导意见 [现行有效]
Guidelines of the State Administration for Market Regulation on Strengthening the Supervision of Marketing Activities through Online Live Broadcasting 


(No. 175 [2020] of the State Administration for Market Regulation) (国市监广〔2020〕175号)

Market regulatory administrations (departments and commissions) of of all provinces, autonomous regions, municipalities directly under the Central Government, and Xinjiang Production and Construction Corps: 各省、自治区、直辖市及新疆生产建设兵团市场监管局(厅、委):
To strengthen the supervision of marketing activities through online live broadcasting, and to protect the legal interest of consumers as well as promote the healthy development of the new business forms of marketing through live streaming, the following opinions are hereby offered in accordance with related laws, administrative regulations and the functions of market regulatory authorities. 为加强网络直播营销活动监管,保护消费者合法权益,促进直播营销新业态健康发展,依据有关法律、行政法规和市场监管部门职责,现提出以下意见。
I. General Requirements   一、总体要求
To follow the guidance of Xi Jinping Thought on Socialism with Chinese Characteristics for a New Era, to comprehensively implement the spirit of the 19th CPC National Congress and the Second, Third, Fourth, and Fifth Plenary Sessions of the 19th CPC Central Committee, and to carry out the decisions and arrangements of the CPC Central Committee and the State Council, we shall remain committed to law-based administration, keep the style of inclusiveness and prudence, create new ideas of supervision, actively explore supervision patterns that are applicable to new business forms and in favor of the fair competition of all kinds of market entities, and legally investigate and punish marketing activities through live streaming that infringe the legal interest of consumers, violate intellectual property rights and disrupt the market order, in order to promote the healthy development of marketing through online live broadcasting and create a fair and orderly competitive environment as well as a safe consumption environment. 以习近平新时代中国特色社会主义思想为指导,全面贯彻党的十九大和十九届二中、三中、四中、五中全会精神,认真落实党中央、国务院决策部署,坚持依法行政,坚持包容审慎,创新监管理念,积极探索适应新业态特点、有利于各类市场主体公平竞争的监管方式,依法查处网络直播营销活动中侵犯消费者合法权益、侵犯知识产权、破坏市场秩序等违法行为,促进网络直播营销健康发展,营造公平有序的竞争环境、安全放心的消费环境。
II. Strengthening the Legal Responsibilities of Relevant Entities   二、压实有关主体法律责任
1. Strengthening the Legal Responsibilities of Online Platforms. Online platforms that provide online sites and services such like trade matchmaking and information distribution for operators who sell commodities or offer services through live streaming, and facilitate two or more parties of transaction carrying out independent trading activities, especially online platforms that provide the settling-in function of for service operators who utilize live streaming marketing, and provide live streaming technological support for operators who market commodities or services through online live broadcasting, shall fulfill the responsibilities and obligations of E-commerce platform operators in accordance with the provisions of the E-Commerce Law of the People's Republic of China. (一)压实网络平台法律责任。网络平台为采用网络直播方式销售商品或提供服务的经营者提供网络经营场所、交易撮合、信息发布等服务,供交易双方或多方独立开展交易活动的,特别是网络平台开放网络直播推广服务经营者入驻功能、为采用网络直播方式推广商品或服务的经营者提供直播技术服务的,应按照《电子商务法》规定履行电子商务平台经营者的责任和义务。
Online platforms that provide the paid service of guiding customer flow and other services for commodity suppliers (including service providers, hereinafter inclusive), and publicize and promote online marketing activities which constitute commercial advertisement, shall fulfill the responsibilities and obligations of advertisement carrier or agencies in accordance with the provisions of the Advertising Law of the People's Republic of China. 网络平台为商品经营者(含服务提供者,下同)或网络直播者提供付费导流等服务,对网络直播营销活动进行宣传、推广,构成商业广告的,应按照《广告法》规定履行广告发布者或广告经营者的责任和义务。
...... 网络平台以其他方式为其用户提供网络直播技术服务,应根据平台是否参与运营、分佣、平台对用户的控制力等具体情形,适用《电子商务法》关于电子商务平台经营者的相关责任和义务,或适用法律法规关于网络服务提供者的责任和义务。

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