The Measures put forward a series of clear requirements for the live broadcast marketing platform, covering obtaining relevant administrative licenses, marketing behavior norms, protecting minors, protecting consumers' rights and interests, protecting personal information, and managing network and data security. For example, in terms of consumer protection, the Measures require live broadcast room operators and live broadcast marketers to do a good job in real-time management of interactive content such as voice and video connections, comments and barrage in accordance with the platform service agreement, and shall not deceive or mislead users by deleting or shielding relevant bad comments.
In terms of the protection of minors, the Measures require that live broadcast marketers or operators of live broadcast rooms should be at least 16 years old, and minors need to obtain the consent of their guardians; If the online live broadcast marketing contains contents that may affect the physical and mental health of minors, the live broadcast marketing platform shall prompt them in a significant way before the information is displayed.
Online celebrities can be sentenced to a maximum of 10 years in prison for using fake products.
Network celebrities or a star make use of their traffic advantages to make false propaganda on the products they sell during the live broadcast, obviously deceiving consumers and bearing corresponding civil liability for compensation.
According to the provisions of Article 55 of the Consumer Protection Law, the goods sold in the live broadcast room are fake and shoddy, and the provisions of returning one and losing three are also applicable. Buyers can request return, replacement or repair in accordance with the provisions of Article 24 of the Consumer Protection Law; If the products sold are adulterated, forged, shoddy or pass off unqualified products as qualified products, and the sales amount is more than 50,000 yuan, it constitutes the crime of selling fake and inferior products.