In order to strengthen the management of internet live marketing information content services, safeguard national security and public interests, protect the legitimate rights and interests of natural persons, legal persons and unincorporated organizations, and promote the healthy and orderly development of internet live marketing industry, according to the network security law of the people’s Republic of China, the e-commerce law of the people’s Republic of China and the ecological governance regulations of network information content The national Internet Information Office, together with other relevant departments, has drafted the “Regulations on the management of internet live marketing information content services”, which is now open to the public for comments. < / P > < p > item 1 In order to strengthen the management of internet live marketing information content services, safeguard national security and public interests, protect the legitimate rights and interests of natural persons, legal persons and unincorporated organizations, and promote the orderly development of internet live marketing industry, laws and regulations of the people’s Republic of China on network security, e-commerce law of the people’s Republic of China, and regulations on Ecological Governance of network information content, etc And the relevant provisions of the state. < / P > < p > Article 3 to engage in internet live marketing information content services, we should carry forward the socialist core values, adhere to the correct guidance, abide by laws and regulations, respect social ethics, promote the healthy development of the industry, and create a good network ecology. < / P > < p > Article 4 the state network and information departments and relevant competent departments shall be responsible for the supervision and management of national internet live marketing information content services according to their responsibilities. < / P > < p > the local network and information departments and relevant competent departments are responsible for the supervision and management of internet live marketing information content services within their administrative regions according to their responsibilities. < / P > < p > Article 5 the live marketing platform shall go through the filing procedures in accordance with laws and regulations, carry out safety assessment, and submit the safety assessment report to the network information department and public security organ at or above the prefecture level. < / P > < p > Article 6 the live marketing platform shall establish and improve the registration and cancellation of account number and live marketing business, information security management, marketing behavior norms, minors protection, user rights and interests protection, personal information protection, credit evaluation, data security and other mechanisms. < / P > < p > the live marketing platform should be equipped with live content management professionals suitable for the service scale, and have the technical ability to maintain the security of live Internet content, and the technical solutions should meet the relevant national standards. < / P > < p > Article 7 the live marketing platform shall, in accordance with the relevant laws and regulations and the relevant provisions of the state, formulate and publicize the management rules and platform conventions for the content service of live marketing information on the Internet. < / P > < p > the live marketing platform should sign an agreement with the live marketing personnel service organization and the live broadcast room operator, requiring them to standardize the recruitment, training and management process of live marketing personnel, and clarify the responsibility of production, release and audit of live marketing information content. < / P > < p > the live marketing platform should formulate a live Marketing Directory, and set up the categories of goods and services that are prohibited from production and sales, network transactions, commercial promotion and publicity, and are not suitable for promotion in the form of live broadcast.

eighth live broadcast marketing platforms should authenticate the real identity information of the live broadcast operators based on ID number and unified social credit code. < / P > < p > the live marketing platform should establish a dynamic verification mechanism for the real identity of live marketing personnel, and verify the identity information of all live marketing personnel before the live broadcast. For those who do not comply with the relevant provisions, live broadcast services are not allowed. < / P > < p > Article 9 the live marketing platform shall strengthen the management of internet live marketing information content service. If illegal and bad information is found, it shall immediately take measures to deal with it, keep relevant records and report to the relevant competent authorities. < / P > < p > the live marketing platform should prevent and stop illegal advertising, price fraud and other violations of users’ rights and interests, and warn users of the risks of private transactions outside the platform in a significant way. < / P > < p > the live broadcast marketing platform should establish a hierarchical management system according to the credit evaluation of the operator’s account number, the number of attention and click, the marketing amount and other index dimensions, and take measures such as arranging special personnel for real-time inspection and extending the storage time of live broadcast content for key live broadcast room operators. < / P > < p > the live marketing platform should establish and improve the risk identification model, and take measures such as pop-up window prompt, violation warning, traffic restriction, blocking live broadcast and so on. < / P > < p > Article 10 the live marketing platform shall strengthen the on-line and use management of new technologies, new applications and new functions. For the virtual image displayed by artificial intelligence, digital vision, virtual reality and other technologies to engage in internet live marketing information content service, it shall be marked in a prominent way and ensure the safety of information content. < / P > < p > Article 11 the live marketing platform should establish and improve the protection mechanism of minors, and pay attention to the protection of minors’ physical and mental health. For the content service of internet live marketing information that is not suitable for minors to participate in, the live marketing platform should prompt before the information display. < / P > < p > Article 12 the live broadcast marketing platform shall establish a credit evaluation management system for the operator’s account number of the live broadcast room. The user’s evaluation and complaint reporting, platform processing, and regulatory department’s notification shall be taken as the credit evaluation indicators. The service scope and function shall be determined according to the credit situation, and the credit status of the operator’s account number of the live broadcast room shall be publicized. < / P > < p > the live broadcast marketing platform shall, according to the situation, take such measures as warning and reminding, restricting functions, suspending the release, canceling the account number, and prohibiting re registration of the live broadcast room operator’s account number in violation of laws, regulations and service agreements, keep records and report to relevant competent authorities. < / P > < p > the live marketing platform should establish a blacklist system to blacklist the live marketing personnel who seriously violate the law and regulations and those who have bad social impact due to violation of laws and regulations or violation of public order and good customs. < / P > < p > Article 13 the live marketing platform shall establish and improve the complaint and reporting mechanism, clarify the processing process and feedback period, and timely handle the public’s complaints and reports on illegal information content and marketing behavior. < / P > < p > users jump to other platforms to purchase goods or receive services through links in the live room and QR codes. In case of disputes, the relevant live marketing platforms should actively assist users to safeguard their legitimate rights and interests and provide necessary evidence and other support. < / P > < p > Article 14 the live marketing platform shall record and save the live broadcast content for no less than 60 days, and provide the live content review function; the commodity and service information and transaction information in the live broadcast content shall be kept for no less than three years from the date of transaction completion. Where there are other provisions in laws and administrative regulations, such provisions shall prevail. < / P > < p > Article 15 if the live broadcast marketing personnel or the operator of the live broadcasting room is a natural person, he / she shall be at least 16 years old; if a minor over the age of 16 applies to become a live broadcast marketing personnel or live broadcasting room operator, it shall be approved by the guardian. < / P > < p > Article 16 the operators and marketing personnel of live broadcasting room shall abide by the laws and regulations and relevant national regulations, follow the social public order and good customs, truly, accurately and comprehensively release the commodity or service information, and shall not have the following behaviors: < / P > < P > Article 17 Live marketing personnel shall not engage in internet live marketing information content services in places involving national security, public security, affecting others and the normal production and living order of society. < / P > < p > the operators and marketing personnel of the live broadcasting room shall strengthen the management of the live broadcasting room, and the setting of the following key links shall comply with the laws and regulations and the relevant provisions of the state, and shall not contain illegal and harmful information, and shall not mislead users by implication and other means: < / P > < p > Article 18 Operators of live broadcasting room and marketing personnel of live broadcasting shall manage the interactive contents such as voice and video connection, comments and bullet screen according to the platform service agreement, but shall not cheat or mislead users by deleting or shielding relevant adverse evaluation. < / P > < p > the operators of live broadcasting room, live marketing personnel and service agencies of live marketing personnel shall jointly perform the responsibility of information security management if they cooperate in the planning and production of live marketing information content. < / P > < p > Article 19 operators of live broadcasting rooms and marketing personnel of live broadcasting shall obtain the consent of the right holder of the portrait if they use the portraits of other people as virtual images to engage in online live marketing information content services, and shall not infringe the portrait rights of others by means of information technology forgery. The protection of the voice of natural persons shall be governed by reference to the preceding provisions. < p > < p > Article 20 the network and information departments at all levels shall establish and improve the working mechanism of information sharing, education and training, joint inspection and law enforcement, and cooperate to carry out the supervision and management of internet live marketing information content. < p > < p > the network and information departments at all levels, together with the relevant competent departments, shall supervise and inspect the performance of the main responsibilities of the platform, and carry out special supervision and inspection on the existing platforms. The live marketing platform shall cooperate with the supervision, inspection and investigation of the legal implementation of the network and information departments. < / P > < p > Article 21 those who violate this regulation and cause damage to others shall bear civil liability according to law; those who constitute a crime shall be investigated for criminal liability according to law; those that do not constitute a crime shall be dealt with by relevant competent departments such as Netcom according to their respective responsibilities and in accordance with relevant laws and regulations. < / P > < p > Article 22 the internet live marketing information content service refers to the activities of selling goods or services to the public in the form of live video and audio broadcast through Internet websites, applications and small programs. < / P > < p > live marketing platform refers to all kinds of platforms that provide live broadcast service in internet live marketing information content service, including internet live broadcast service platform, Internet audio and video service platform, e-commerce platform, etc. < / P > < p > the operators of live broadcasting room refer to the natural persons, legal persons and non legal person organizations that have registered accounts on the live marketing platform or set up live broadcasting rooms to provide Internet live marketing information services through other network services such as self built websites. < / P > < p > live marketing personnel refer to natural persons who directly introduce and sell goods or services to the public in the internet live marketing information content service. < / P > < p > live marketing personnel service organization refers to the specialized organization that provides planning, operation, brokerage, training, etc. for live marketing personnel engaged in live marketing information content services. 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