State Administration for Market Regulation, Measures for the Administration of Online Advertising (Public Draft for Comments)

国家市场监督管理总局互联网广告管理办法 (公开征求意见稿)

January 10, 2022 | BY

Susan Mok

Live streamers may bear advertising liability

Issued: November 26, 2021

Main contents:       Where online live streaming content constitutes commercial advertising, the relevant live streaming studio operator or live streaming marketer shall perform the responsibilities and obligations of an online advertising agency, advertisement publisher or advertising endorser.

Online live streaming may not be used to publish advertisements for medical treatments, pharmaceuticals, foods for special medical purposes, medical devices or health foods (Article 17).

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