A few days ago, the topic about top streamers aroused a heated discussion among netizens. Hangzhou announced that it would draft the livestream e-commerce compliance guideline to create the good law-based business environment. Some details of the guideline are shown below:
Livestream e-commerce practitioners are required to adhere to business ethics. Marketing campaigns shall abide by national laws and regulations while safeguarding the national and public interests, and shall not infringe on the legitimate rights and interests of consumers.
Livestream practitioners shall not ask merchants to sign the "minimum price agreement". Misuse of pricing power, such as through low price dumping, price collusion, bull campaigns, price fraud, and other deceptive practices, is strictly forbidden. In addition, it is not permitted to engage in unfair competition by using fabricated data or other methods.
Livestream marketing shall not guide incorrect consumption views and values. It is prohibited to endorse and publicize food wastage, such as excessive eating by streamers. Moreover, activities that encourage overconsumption, seek attention through sensationalism, engage in speculation, or flaunt wealth are forbidden.