This guideline applies to trading activities conducted in Beijing that sell goods or provide services through online live streaming. Compliance entities include various participating entities such as operators of live streaming sales platforms, live streaming room operators of live streaming sales, live streaming sales personnel, and live streaming sales service agencies.

The live streaming room operators of live streaming sales, live streaming sales personnel and live streaming sales service agencies shall adhere to the correct political direction, public opinion orientation and value orientation, and shall not carry out commercial marketing by violating public order and good customs or creating public opinion; Strengthen the construction of professional ethics, strengthen social responsibility, establish a good image, and maintain a positive and healthy live broadcast environment; Inspect the commodities for live marketing, and do not sell or publicize the commodities or services that are prohibited by relevant laws and regulations and relevant regulations to produce and sell, prohibit online trading, and prohibit commercial publicity; Commercial advertisements released in live broadcasting shall be strictly examined and checked in accordance with regulations to ensure compliance with relevant advertising requirements; In the selection process, carefully check the qualifications of merchants and products; In the process of live marketing, carefully check the products involving trademarks, patents, certifications and other related certificates and authorization materials; Promotional activities have additional conditions or periods, should be clear publicity conditions or periods, shall not be false or misleading commercial publicity of goods or services, may not be "the lowest price of the whole network" and other false statements to mislead consumers; At the same time, the establishment of convenient and effective complaints, reports and dispute online resolution mechanism, timely and properly handle consumer complaints and reports.

In addition, live streaming room operators of live streaming sales should establish quality control and compliance management mechanisms for live streaming products, as well as management systems for live streaming sales personnel. Live streaming sales personnel should regulate their own behaviour and promote goods or services to the public in accordance with the law. Live streaming sales service agencies should strengthen education and training, daily management, and standardized guidance for online anchors.