內地發布網絡直播營銷管理辦法(試行)
內地七部門聯合發布《網絡直播營銷管理辦法(試行)》顯示,將從事直播營銷活動的直播發布者細分為直播間運營者和直播營銷人員,明確年齡限制和行為紅線,對直播間運營者和直播營銷人員相關廣告活動、線上線下直播場所、商品服務信息核驗、虛擬形象使用、與直播營銷人員服務機構開展商業合作等方面提出具體要求。
該辦法強調,直播營銷平台應當積極協助消費者維護合法權益,提供必要的證據等支持。直播間運營者、直播營銷人員應當依法依規履行消費者權益保護責任和義務,不得故意拖延或者無正當理由拒絕消費者提出的合法合理要求。
該辦法並提出,七部門將建立健全線索移交、信息共享、會商研判、教育培訓等工作機制,依據各自職責做好網絡直播營銷相關監督管理工作。各地各部門要加強監督檢查,加強對行業協會商會的指導,查處違法違規行為,對嚴重違反法律法規的直播營銷市場主體依法開展聯合懲戒。
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