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Q：
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What obligations should the live streaming e-commerce platform operator fulfill?
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A：
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The live streaming e-commerce platform operator should actively fulfill the obligation of registration and verification, register the identity, address, contact information, administrative license and other information provided by the live streaming sales room operator who apply for the promotion of goods or services, establish registration files, and actively take technical measures for verification. Live streaming sales room operator shall fulfill other relevant obligations stipulated by laws, regulations and relevant documents.
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Q：
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What needs to be done if the address of the live streaming sales room operator changes?
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A：
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If the identity, address, contact information, administrative license, and other information of the live streaming sales room operator change, the information should be updated in a timely manner and reported to the platform.
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Q：
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How do live streaming sales room operator handle illegal and irregular behaviour?
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A：
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The live streaming sales room operator should establish a mechanism for the publicity of the results of serious violations of laws and regulations, and if take measures to the live streaming sales room operator deal with serious violations of laws and regulations, the results of the disposal should be publicized in an appropriate manner.
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Q：
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Do live streaming sales videos need to be saved?
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A：
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The live streaming e-commerce platform operator shall record and save the live delivery information and historical live broadcast publicity information released on the platform to ensure the integrity and availability of information. The live streaming e-commerce platform operator shall, according to the characteristics of the goods or services, formulate the rules for the preservation of marketing information and historical live broadcast publicity information, and the preservation time of the live video of online trading activities shall not be less than three years from the date of the end of the live streaming.
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Q：
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What goods or services cannot be sold with live streaming?
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A：
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The goods that are eliminated and stopped for sale by the state and the invalid and deteriorated goods;
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Goods or services that do not meet mandatory national standards for the protection of human health and the safety of person and property;
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Goods without quality inspection certificate or without Chinese indication of product name, production factory name and address (cross-border goods shall be handled in accordance with relevant regulations);
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Goods that should have obtained licenses, registrations, or mandatory certifications according to law but have not been obtained;
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Goods or services that harm national interests and social public interests, and violate public order and good customs;
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Goods or services that do not meet environmental protection requirements, wild animals and their products;
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Goods or services that infringe the intellectual property rights of others;
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The drugs listed in the "List of Prohibited Online Sales of Drugs" issued by the National Medical Products Administration;
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Tobacco products (including electronic cigarettes), specific whole nutrition formula food in formula food for special medical purposes, and other goods or services prohibited from online trading by laws and administrative regulations;
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Prescription drugs, infant dairy products or beverages claiming to replace breast milk in whole or in part, and other foods that are prohibited by laws and administrative regulations from being advertised on mass media;
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Other prohibited goods or services for trading.
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FAQ
