State Administration for Market Regulation, Guiding Opinions on Strengthening the Oversight of Online Live Streaming Marketing Activities (Draft for Comments)

国家市场监督管理总局关于加强网络直播营销活动监管的指导意见 (征求意见稿)

September 04, 2020 | BY

Susan Mok

Online platform operators may bear e-commerce operator obligations for live streaming marketing

Issued: July 29, 2020

Main contents: Where either of the following circumstances obtains in the online live streaming marketing activities of an online platform operator, it shall perform the responsibilities and obligations of an e-commerce platform operator in accordance with the Electronic Commerce Law:

(1)  provides services such as an online place of business, buyer-seller matching or information publication to business operators that use online live streaming to sell goods or provide services so that the two or more parties to a transaction can independently carry out the transaction activities; or

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