Official data showed that as the world's largest online retail market for eight years running, China saw more than 24 million live-streaming marketing activities in 2020, as a legion of leading influencers became household names through their online sales.

Nevertheless, its growth has been marked by complaints that some sellers were infringing upon consumer rights and interests to boost their popularity and profits.

China has recently issued a series of regulations to better monitor the live-streaming e-commerce market and crack down on violations by both streamers and platforms. A trial guideline was rolled out on April 24 to regulate the booming live-streaming marketing industry, according to the Cyberspace Administration of China (CAC).

The guideline, jointly issued by the CAC and six other authorities, aims to protect the rights and interests of consumers and minors and avoid risks such as false advertising and the sales of counterfeit or substandard goods.

The authorities should devise more measures to manage the oversight of live-streaming platforms, so as to enhance information security and protect personal information. Live-streaming platforms should also handle consumer complaints in a timely manner and provide evidence when disputes occur.

This is an edited excerpt of an article originally published in People.com.cn on April 24 

(Print Edition Title: Live-Streaming Marketing)