The Cyberspace Administration of China intends to establish a blacklist system for anchors with cargo
21st Century Business Herald reported on November 13 On November 13, the State Internet Information Office on the "Internet live marketing information content service management regulations (draft for comments)" Public opinions are solicited, and the deadline for feedback is November 28, 2020. The draft released by
this time gave management opinions on platform responsibilities, information service content, and practitioners of live marketing. According to data from
iiMedia Consulting, the total scale of China's live e-commerce industry in 2019 reached 433.8 billion yuan. It is estimated that the number of online live broadcast users in China this year will reach 524 million, and the market size will exceed 900 billion yuan. With the boom in live streaming, various irregular marketing behaviors have also been exposed, and consumer complaints surrounding live streaming have also increased day by day.
Previously, among the top ten consumer rights protection public opinion hotspots released by the China Consumers Association in 2019, the rights protection challenges brought by the new consumption scene represented by the "live economy" attracted attention. Some merchants or anchors are suspected of exaggerating publicity and sales, "famous products" have become fakes, and "good products" have become "parallel imports", misleading many consumers. The draft of
provides a number of management opinions regarding possible consumer disputes in live marketing activities. It pointed out that the live marketing platform should prevent and stop illegal advertising, price fraud and other behaviors that infringe on user rights and interests, and alert users to the risks of private transactions outside the platform in a significant way. The
live broadcast marketing platform shall establish a credit evaluation management system for the operator’s account of the live broadcast room, use user reviews and complaints and reports, platform processing, and regulatory notifications as credit evaluation indicators, determine the service scope and functions according to the credit situation, and operate the live broadcast room Publicize the credit status of the account. The
live broadcast marketing platform shall establish a hierarchical management system based on the account credit rating of the operator of the live broadcast room, the number of follow and clicks, the marketing amount and other indicators, and take measures such as arranging special personnel for real-time inspections and extending the storage time of live content for key live broadcast room operators. . The live broadcast marketing platform shall establish a sound risk identification model, and take measures such as pop-up prompts, violation warnings, restriction of traffic, and blocking of live broadcasts for high-risk behaviors. The
live broadcast marketing platform shall, as appropriate, take measures such as warnings, restrictions on functions, suspension of release, cancellation of accounts, and prohibition of re-registration for the accounts of live room operators that violate laws, regulations and service agreements, save records and report to relevant competent authorities.
In addition, the platform should also establish a blacklist system to blacklist live marketers who have severely violated laws and regulations and those who have caused bad social impacts due to illegal crimes or violations of public order and good customs.
Regarding the protection of minors, the draft for comments proposes that the live broadcast marketing platform should establish a sound protection mechanism for minors and pay attention to protecting the physical and mental health of minors. For Internet live broadcast marketing information content services that are not suitable for minors to participate, the live broadcast marketing platform shall give a reminder before the information is displayed.
In addition, minors under the age of sixteen are prohibited from engaging in live marketing activities. Minors over the age of 16 who apply to become live broadcast marketers or live broadcast room operators shall obtain the consent of their guardians.
(Editor in charge: Feng Xiaoyu_NBJS12019)
