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Beijing drafts livestreaming sales compliance guidelines

The Beijing Municipal Market Supervision Bureau today drafted the Beijing Live Streaming Sales Compliance Guidelines (Draft for Public Comment) and is now seeking public feedback. The draft guidelines propose that livestreaming sales personnel should consciously oppose undesirable phenomena such as prioritizing traffic, distorted aesthetics, fan group chaos, materialism, and food waste. They should not indirectly advertise health supplements by introducing health and wellness knowledge, nor should they mislead consumers with false claims like “the lowest price on the internet.” Additionally, in addition to adhering to relevant regulations, virtual images synthesized using artificial intelligence technology must also “follow the rules.”

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