The Ministry of Commerce ("MOFCOM") recently issued the Standards for Management and Services of Live Streaming E-commerce Platforms (Draft for Comment) (the "Draft for Comment") to solicit public comments by September 2, 2021.

The Draft for Comment describes the eco-system for live streaming e-commerce, and defines the relevant requirements for such roles as live streaming marketing platforms, live streaming entities (i.e., live streaming room) and e-commerce transaction platforms regarding the management and services in live streaming e-commerce. Among others, in terms of the live streaming marketing platforms, the Draft for Comment makes clear the qualifications, business conditions and basic compliance requirements to be met by them. They are required to perform their duties regarding the access and exit of merchants and live streaming entities, verification of product and service information, live streaming marketing management and service, users' and live streaming entities' account management and service. Moreover, they shall conform to the requirements for consumers' privacy protection, transaction and after-sales service, and other matters in the protection of consumers' rights and interests. Information security management requirements are also mentioned.

(Source: Ministry of Commerce)