Livestream E-commerce Compliant Operation and Qualification Requirements

As livestream e-commerce grows rapidly, regulation is also tightening. This article outlines compliance points and qualification requirements.

1. Business Qualifications

Livestream sellers need business licenses with internet sales or relevant categories in scope. Food sales require food operation licenses; cosmetics require filing; medical devices require operation licenses. Individual streamers operating in their own name also need business registration.

2. Advertising Compliance

Absolute terms like "national-level," "best," "optimal" are prohibited; no false advertising or exaggerated efficacy claims; special products (medical, pharmaceutical, health supplements) have specific rules. Streamers should have personally used recommended products and cannot endorse products they haven't used.

3. Consumer Protection

Must comply with "7-day no-reason return" (except special goods); truthfully disclose product info, pricing, shipping and after-sales; no fake discounts or price inflation before reduction. Platforms and sellers must establish convenient complaint handling.

4. Tax Compliance

Livestream income must be legally declared and taxed. Sellers must issue invoices as required; streamer income is classified as salary, service remuneration or business income with different rates. Establish standardized financial accounting, retain livestream recordings and transaction records for inspection.