Advertising industry body seeks to rein in e-commerce livestreaming
The China Advertising Association (CAA) announced new industry rules on marketing during livestreaming sessions Wednesday in response to mounting complaints over unscrupulous practices in the fast-growing area.
The standards are the latest attempt to regulate e-commerce livestreaming since it exploded in popularity last year, with gross merchandise volume sold via livestreams more than tripling to more than 400 billion yuan ($56.5 billion) in 2019, according to a Tuesday report (link in Chinese) compiled by consulting firm Bain & Co. Consumer complaints related to e-commerce livestreaming have also surged in recent months.
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