网络直播营销管理办法发布

国家网信办、公安部、商务部、文化和旅游部、国家税务总局、国家市场监督管理总局、国家广播电视总局等七部门近日联合发布《网络直播营销管理办法（试行）》，将网络直播营销“台前幕后”各类主体、“线上线下”各项要素纳入监管范围。

 

It makes clear that individuals engaged in livestreaming marketing² or operations should be aged¹ 16 or above, and a blacklist system should be established to block anyone, including account holders³ and live streamers, who seriously violate the regulations.

办法明确，直播营销人员或者直播间运营者为自然人的，应当年满十六周岁；直播营销平台应当建立黑名单制度，将严重违法违规的直播营销人员列入黑名单。

 

办法明确，直播营销平台（livestreaming marketing platforms），是指在网络直播营销中提供直播服务的各类平台，包括互联网直播服务平台、互联网音视频服务平台、电子商务平台等。

 

Platforms will need to hire professional moderators to “maintain the safety of livestreaming content”, according to the regulation.

直播营销平台应当配备直播内容管理专业人员，维护互联网直播内容安全。

 

Livestreamers are required to provide their real names and social credit codes to service providers. Platforms, in turn, must verify the information, submit them to local authorities, and deny services to any livestreamers whose data does not match their real identity or who is blacklisted in the industry.

直播人员应提供真实姓名及社会信用代码。直播营销平台应当对这些真实身份信息认证，并依法依规向有关部门报送；对与真实身份信息不符或按照国家有关规定不得从事网络直播发布的，不得为其提供直播发布服务。

 

The regulation stipulates⁴ that people engaged in livestreaming marketing must provide true, accurate and all necessary information about the products. No content that could mislead or defraud⁵ consumers is allowed.

从事网络直播营销活动的人员，应当真实、准确、全面地发布商品或服务信息，不得发布虚假或者引人误解的信息，欺骗、误导用户。

 

It also prohibits activities such as selling counterfeit⁶ goods, infringing⁷ upon intellectual property rights, falsifying online views and tampering⁸ with transaction figures.

不得营销假冒伪劣、侵犯知识产权的商品，不得虚构数据流量、篡改交易数据。

 

Account holders and livestreamers should respond to reasonable requests from consumers in a timely manner.

直播间运营者、直播营销人员应该及时对消费者提出的合法合理要求做出回应。

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