[Beijing Direct News Network November 12th] (China market regulatory news)Beijing, November 10 (China market regulatory daily) on November 6, the General Administration of Market Supervision issued the guiding opinions on strengthening the supervision of online live marketing activities, deployed to strengthen the supervision of online live marketing activities, protect the legitimate rights and interests of consumers, and promote the healthy development of new types of live broadcast marketing.

The guiding opinions include four parts: General requirements, compaction of legal responsibilities of relevant subjects, strict regulation of online live marketing behavior, and investigation and punishment of illegal online broadcast marketing activities in accordance with the law.

According to the guiding opinions, it is required to investigate and deal with illegal behaviors such as infringing on the legitimate rights and interests of consumers, infringing on intellectual property rights, and destroying market order in the marketing activities of network live broadcasting, so as to promote the healthy development of live network marketing, and create a fair and orderly competitive environment and a safe and secure consumption environment.

In terms of the legal responsibility of compaction subject, the guiding opinion emphasizes the legal responsibility of compaction network platform, the legal responsibility of compaction commodity operator and the legal responsibility of compaction network live broadcast. At the same time, in terms of strictly regulating the marketing behavior of network live broadcast, it is emphasized to standardize the marketing scope of goods or services and regulate the examination and release of advertisements.

In view of the problems such as inadequate implementation of platform responsibilities in live network marketing, poor after-sales service guarantee in live network marketing, and sale of counterfeit and shoddy products in live network marketing, the guiding opinions emphasize that it will be investigated and dealt with in accordance with the law of e-commerce, the law on the protection of consumers' rights and interests, and the law on product quality.

According to the guiding opinions, the local market supervision departments should attach great importance to the supervision of live network marketing activities, strengthen the organization and leadership, give full play to the comprehensive law enforcement advantages, and effectively improve the supervision efficiency and level of live network marketing activities. It is necessary to strengthen the communication and cooperation with the departments of network information, public security, radio and television, strengthen information sharing and coordination, and enhance the joint force of supervision. It is necessary to strengthen the investigation and handling of cases, do a good job in linking up the execution of sentences, and transfer the cases to the judicial organs in a timely manner if any illegal act is suspected of committing a crime.