The first set of rules targeting livestream e-commerce are to come into effect

The soaring and prosperous livestream e-commerce market sparked concerns over misleading advertising and fake endorsements by livestreamers, and Chinese regulators are looking into cases with orders and precautions coming along. In the notice issued by The China Advertising Association (CAA), products promoted in livestreams are mandated to give “comprehensive, truthful, and accurate” descriptions; falsified or exaggerated claims are strictly prohibited.