Net red with goods to promote the audit with both hands

The live broadcast marketing platform shall sign an agreement with the live broadcast marketer service organization and the live broadcast room operator, requiring them to perform the obligation to review the authenticity and legality of the live broadcast marketing content, goods and services

In the business model of live broadcast with goods, the anchors and the companies behind them are equivalent to advertising publishers or even advertising spokespersons

Consumers are unable to identify the authenticity, reliability and legitimacy of products across the screen.

Various problems caused by live streaming such as fake bird's nest prompted seven departments including the State Internet Information Office to jointly release the "Administrative Measures for Online Live Marketing (Trial)", which has been implemented since May 25 this year.

The "Measures" clearly stipulate that if the live broadcast content released by live broadcast studio operators and live broadcast marketers constitutes commercial advertisements, they shall perform the responsibilities and obligations of advertisement publishers, advertising operators or advertising spokespersons

Regarding the responsibilities of the live broadcast platform, the "Measures" propose that the live broadcast marketing platform should sign an agreement with the live broadcast marketer service organization and the live broadcast room operator, requiring them to perform the authenticity and legality audit obligations of the live broadcast marketing content, goods and services

It should also be noted that the source of fake goods and false propaganda in the live broadcast room is outside the live broadcast room, and sometimes there are problems that enterprises cannot solve such as lack of standards

(She Ying)

"China Food News" (August 06, 2021 Edition 07)

(Editor in charge: Gao Na)