BEIJING: China's internet watchdog has drafted rules for the first time to regulate the country's livestreaming marketing industry, stepping up scrutiny on e-commerce marketplaces belonging to the likes of tech giant Alibaba Group and JD.Com.
But the industry has also come under fire with some shoppers and brands accusing some livestreamers of misrepresenting products or faking sales numbers.The Cyberspace Administration of China said in a statement on Friday that under the planned rules, livestreamers will need to provide their real-name identification and social credit codes to the internet platforms they use. The platforms will in turn have to submit regular reports to local authorities.
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