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China imposes new rules for shopping influencers

2021-08-19T20:02:09.732Z


China's Ministry of Commerce established an "industry standard" for influencers who market products online


Chinese tech companies fall after new antitrust rules 1:00

(CNN) -

China's crackdown on private companies has taken a new and more intrusive turn with the government's plans to dictate how live shopping influencers speak and dress.

China's Commerce Ministry on Wednesday outlined proposals for an "industry standard" for influencers who market products on online shopping platforms.

The rules include details on how presenters for such shows should dress or speak in front of the camera.

They also provide guidelines on how platforms should allow consumers to provide reviews about the presenters or the products they market.

Those reviews should also be made public, the ministry said.

"When the host broadcasts live, their clothing and image must not violate public order or good customs," the Ministry wrote, adding that "their appearance must also reflect the characteristics of the products or services they sell."

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The rules are intended to "create a good e-commerce environment for consumers," the ministry said.

The guidelines also suggest that hosts "speak Mandarin during the broadcast" and be "objective and honest" about the products they are trying to sell.

China establishes possible sanctions for influencers

If hosts show behavior that violates the law, they should be warned or punished by the e-commerce platform.

The move could include restricting their traffic, suspending or even blacklisting them and deleting their accounts, the ministry added.

The regulator will seek public opinion on the rules until September 2.

In Hong Kong, stocks fell on Thursday after the rules were revealed.

Meanwhile, shares in Alibaba, which operates Taobao Live, China's largest live streaming shopping platform, fell more than 5% in Hong Kong, hitting the lowest level since trading in November 2019.

The tech giant's shares have nearly halved since they peaked in late October, shortly before an IPO was withdrawn from its financial subsidiary, Ant Group.

Stock drop

Kuaishou, China's second-largest short video app and live streaming e-commerce platform, plunged about 7%, also touching its lowest since its listing in February.

The stock has plummeted nearly 80% this year.

Since the end of last year, Beijing has launched a flurry of regulations affecting industries ranging from tech to private tutoring.

The government blames the private sector for creating a series of socio-economic problems that could destabilize society.

Beijing has signaled that the tightening approach to big business will continue.

Top leaders of the ruling Communist Party recently laid out a plan for how they will increase regulatory oversight of companies over the next five years.

The authorities pledged to strengthen the rules for the digital economy, online finance and big data.

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Source: cnnespanol

All news articles on 2021-08-19

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