Recently, the Fuzhou Administration for Market Regulation issued a notice on standardizing live e-commerce business practices, aiming to remind all live e-commerce operators in the city to operate legally and compliantly. The notice emphasizes that live e-commerce operators should have complete licenses and transparent rules, strictly regulate marketing promotions, and prohibit false misleading and price fraud.

Core Requirements and Key Areas

The notice explicitly states that advertisements involving special goods or services such as pesticides, veterinary drugs, and health foods must be reviewed before publication, and unreviewed advertisements are strictly prohibited from going online.

Additionally, live stream operators are required to continuously display their business licenses and administrative permits in a prominent position on their homepage or live screen, and ensure timely updates when information changes.

Sales of goods or services must implement clearly marked prices, clearly indicating the product name, price, and unit of measurement.

Platform Responsibilities and Data Management

The Fuzhou Administration for Market Regulation reminds platform operators to formulate and publish platform service agreements, transaction rules, and other relevant systems in accordance with the law. At the same time, platforms must fulfill their statutory responsibilities, such as protecting consumer rights, reviewing and monitoring product and service information, and disposing of and reporting illegal acts. Platforms must also legally save information on business entities, transaction information, and live stream videos for a period of at least three years from the end of the live broadcast or the completion of the transaction. All live e-commerce operators should register as market entities and obtain relevant administrative permits in accordance with the law.

Qualification Review and Information Disclosure

Platform operators need to strictly review the qualifications of resident merchants. Live stream operators should continuously display their business licenses and administrative permit information in a prominent position on their homepage or screen, and timely update any changes. Live marketing activities must clearly identify "who is promoting" and "whose products are being promoted," genuinely disclose the name, address, and contact information of the actual product provider, ensuring traceability of responsibility.

Product Quality and Promotion Standards

Operators must strictly implement the inspection system for incoming goods, ensuring that products have qualification certificates and clear labels. The sale of counterfeit, shoddy, expired, spoiled, "three-no" products (no production date, no quality certificate, no producer), prohibited or restricted products, and products that do not meet safety standards is strictly prohibited. Information on published goods and services must be true, comprehensive, and accurate. For special products such as medicines, medical devices, health foods, and cosmetics, relevant legal and regulatory mandatory requirements for product labels and advertisements must be met. It is strictly forbidden to fabricate product efficacy, performance, sales, user evaluations, and to engage in fake reviews, data fabrication, and other traffic fraud behaviors.

Advertising Content and Value Orientation

It is reiterated that advertisements for special goods or services such as medical devices, medicines, foods for special medical purposes, pesticides, veterinary drugs, and health foods are prohibited from being published without review.

Live marketing content must conform to socialist core values and must not use or disguise the use of national flags, national emblems, party flags, party emblems, or other symbols. The dissemination of vulgar, superstitious, or information that harms national interests is prohibited. "Shop exploration" live streams and other content with shopping links are considered advertisements and must continuously display the word "advertisement" in a prominent position on the screen to ensure consumers identify it immediately.

Pricing Behavior and After-sales Guarantee

Operators must clearly mark the prices of goods or services, clearly indicating the product name, price, and unit of measurement.

Promotional activities must truthfully indicate the original price, discount幅度, and duration, and must not use vague terms such as "lowest price" or "first release on the entire network." It is strictly forbidden to fabricate original prices, offer false discounts, raise prices before lowering them, or falsely claim price reductions to induce transactions. Operators must strictly adhere to regulations such as "seven-day no-reason return" and "three guarantees," and must not arbitrarily restrict the scope of returns or set default consent clauses. Establish convenient return and exchange processes and timely and properly handle after-sales disputes and complaints. The collection and use of consumer personal information must clearly state the purpose and scope, and forced authorization, excessive collection, or illegal disclosure are prohibited. It is not allowed to exclude or restrict consumer rights or reduce one's own responsibilities through standardized clauses or statements.