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| Guiding Opinions of the State Administration for Market Regulation on Strengthening the Supervision of Live Streaming Marketing Activities | | 市场监管总局关于加强网络直播营销活动监管的指导意见 |
| (No. 175 [2020] of the State Administration for Market Regulation) | | （国市监广〔2020〕175号） |
| The administrations (departments or commissions) for market regulation of all provinces, autonomous regions, municipalities directly under the Central Government, and Xinjiang Production and Construction Corps: | | 各省、自治区、直辖市及新疆生产建设兵团市场监管局（厅、委）： |
| For the purposes of strengthening the supervision of live streaming marketing activities, protecting the lawful rights and interests of consumers, and promoting the sound development of the new business form of live streaming marketing, the following opinions are hereby offered in accordance with the related laws and administrative regulations and the functions of market regulatory authorities. | | 为加强网络直播营销活动监管，保护消费者合法权益，促进直播营销新业态健康发展，依据有关法律、行政法规和市场监管部门职责，现提出以下意见。 |
| I. General requirements | | 一、总体要求 |
| Under the guidance of Xi Jinping Thoughts on Socialism with Chinese Characteristics in a New Era, the spirit of the 19th CPC National Congress and the Second, Third, Fourth, and Fifth Plenary Sessions of the 19th CPC Central Committee shall be comprehensively implemented, the decisions and arrangements of the CPC Central Committee and the State Council shall be meticulously carried out, public administration shall be conducted in accordance with the law, inclusiveness and prudence shall be adhered to, innovative regulatory philosophy shall be adopted, exploration shall be actively made for regulatory modes that adapt to the characteristics of new business forms and are conducive to the fair competition of various market entities, and illegal acts in live streaming marketing that infringe upon the lawful rights and interests of consumers, infringe upon intellectual property rights, and disrupt the market order shall be investigated and punished in accordance with the law, so as to promote the sound development of live streaming marketing and create a fair and orderly competition environment and a safe and secure consumption environment. | | 以习近平新时代中国特色社会主义思想为指导，全面贯彻党的十九大和十九届二中、三中、四中、五中全会精神，认真落实党中央、国务院决策部署，坚持依法行政，坚持包容审慎，创新监管理念，积极探索适应新业态特点、有利于各类市场主体公平竞争的监管方式，依法查处网络直播营销活动中侵犯消费者合法权益、侵犯知识产权、破坏市场秩序等违法行为，促进网络直播营销健康发展，营造公平有序的竞争环境、安全放心的消费环境。 |
| II. Specifying the legal responsibilities of relevant entities | | 二、压实有关主体法律责任 |
| 1. Specifying the legal responsibilities of online platforms. Online platforms that provide online marketplaces, transaction matching, information release, and other services for businesses that sell commodities or provide services through live streaming, whereby two or more parties conduct transactions independently, especially those that enable the merchant entry function for live streaming providers of promotional services and provide technical support services for businesses that promote commodities or services through live streaming, shall fulfill the responsibilities and obligations of E-commerce platform operators in accordance with the provisions of the E-Commerce Law. | | （一）压实网络平台法律责任。网络平台为采用网络直播方式销售商品或提供服务的经营者提供网络经营场所、交易撮合、信息发布等服务，供交易双方或多方独立开展交易活动的，特别是网络平台开放网络直播推广服务经营者入驻功能、为采用网络直播方式推广商品或服务的经营者提供直播技术服务的，应按照《电子商务法》规定履行电子商务平台经营者的责任和义务。 |
| Online platforms that provide paid traffic and other services for commodity suppliers (including service providers) or live streamers and publicize and promote live streaming marketing activities, which constitutes commercial advertising, shall fulfill the responsibilities and obligations of advertisement publisher or advertising agencies in accordance with the provisions of the Advertising Law. | | 网络平台为商品经营者（含服务提供者，下同）或网络直播者提供付费导流等服务，对网络直播营销活动进行宣传、推广，构成商业广告的，应按照《广告法》规定履行广告发布者或广告经营者的责任和义务。 |
| Based on the specific circumstances, such as whether a platform participates in the operations of its users or shares commissions and a platform's control over its users, the relevant responsibilities and obligations of e-commerce platform operators prescribed by the E-Commerce Law or the responsibilities and obligations of online service providers in laws and regulations shall apply to online platforms that otherwise provide live streaming technical support services for their users. | | 网络平台以其他方式为其用户提供网络直播技术服务，应根据平台是否参与运营、分佣、平台对用户的控制力等具体情形，适用《电子商务法》关于电子商务平台经营者的相关责任和义务，或适用法律法规关于网络服务提供者的责任和义务。 |
| 2. Specifying the legal responsibilities of commodity suppliers. Commodity suppliers that sell commodities or provide services through live streaming shall fulfill their corresponding responsibilities and obligations in accordance with the E-Commerce Law, the Law on the Protection of Consumer Rights and Interests, the Anti-unfair Competition Law, the Product Quality Law, the Food Safety Law, the Advertising Law, the Price Law, the Trademark Law, the Patent Law, and other relevant laws. | | （二）压实商品经营者法律责任。通过网络直播销售商品或提供服务，应按照《电子商务法》、《消费者权益保护法》、《反不正当竞争法》、《产品质量法》、《食品安全法》、《广告法》、《价格法》、《商标法》、《专利法》等相关法律规定，履行相应的责任和义务。 |
| ．．．．．． | | ．．．．．． |
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