< Back to list

Alibaba.com Live Streaming Platform Administrative Rules

Article 1 - Scope of Application

These Rules shall be applicable to all users who use and publish content on the Alibaba.com live streaming platform (“Platform”), including persons who create, publish and/or promote content and information on the Platform (including but not limited to suppliers of Alibaba.com's International Website (“Alibaba.com Website”) and any third party creative agencies as may be authorised by Alibaba.com, and their respective employees, agents (“Broadcasters”)) and users of the Alibaba.com Website (“Users”) who interact with the Broadcasters (“Participating Audience”).

Article 2 - Effectiveness

These Rules effectively supplement the existing rules and regulations on the Alibaba.com Website, including but not limited to, Alibaba.com International Platform’s General Provisions (“General Rules”), Alibaba.com Live Streaming Platform Service Terms and Conditions (“Live Streaming Rules”) and Rules on the Exchange of Interactive Information on Alibaba.com (“Interactive Information Rules”). In the event where there is any inconsistency between the aforementioned rules and these Rules, the terms in these Rules shall prevail. 

Article 3 – Admission

A. Admission requirements for Broadcasters

Subject to their strict compliance with the following admission requirements, any Broadcaster  may access the Platform to carry out live streaming creation, publishing, and promotional activities as Broadcasters. The relevant admission requirements that apply to any Broadcaster are set forth below:

1.It shall complete authentication and verification related registration procedures in accordance with the requirements of the Platform;

2.It shall satisfy all risk assessment standards set by the Platform;

3.The business of the Broadcaster does not fall within any restricted promotional categories of the Platform;

4.The points deducted for any Broadcaster’s account(s) on the Alibaba.com Website (including but not limited to the account they use for admission to the Platform) shall not exceed twenty-four (24) points on accumulation, and they shall not have committed a material breach, in particular, any infringement of intellectual property rights;

5.It shall not have been restricted from participating in any marketing activities due to any violation of applicable laws and regulations or any rules of Alibaba.com (including the affiliates of Alibaba.com);

6.It shall not have participated (whether in the past, present or future) in any major violations of any applicable tax related laws and/or rules and regulations;

7.It shall obtain and maintain all licenses, regulatory approvals, consents and/or permits which are relevant and applicable to its business operation. It shall ensure that all the foregoing are continuously valid and effective, and none of which has been or may be revoked by any regulatory authority. ; 

8.It shall be creditworthy and with no issues in this regard; 

9.It shall operate with integrity and comply with the relevant requirements of the Platform in respect of completing, amongst others, its contractual obligations and servicing any guarantees;

10.It shall possess a certain number of fans, followers, and be equipped with customer operation capabilities;

11.It shall satisfy any requirements applicable to Broadcasters as issued by the Platform from time to time;

12.In the event where the Broadcaster is a member of Alibaba.com Website and there are other specific requirements that may be applicable thereto but are not consistent with the Rules, those specific requirements shall prevail.

B.  Admission requirements for Participating Audience 

All Users who have completed the registration and verification procedures as required by Alibaba.com can participate in live streaming on the Platform as a Participating Audience.

 Article 4 - Requirements on publishing information and content

All Users shall ensure that they do not publish any content and/or information which:

1.  is harmful, such as any content or information which may be deemed sensitive, obscene or pornographic, etc.;

2. contains false information, such as fake promotions and false offers, or publishes any information which is inconsistent in particular between the promoted product and the actual state of the relevant product, etc.;

3. contains falsified campaign information;

4. constitutes useless and/or irrelevant advertising materials including spamming;

5. in Alibaba.com’s sole discretion is not permitted to be published on the Platform.

Article 5 – Platform Code of Conduct

 A.  For Broadcasters

1. There shall be no illegal promotions by the relevant Broadcaster, including but not limited to, the promotion of products which are suspected to be or in fact prohibited by any applicable law and/or the Alibaba.com Website, and/or in violation of any relevant promotional rules of the Alibiaba.com Website, etc.;

2.The Broadcaster shall not be involved in any action and/or non-action that could give rise to transaction risks, including but not limited to, inducing any Participating Audience to conduct offline transactions or publishing products or information from external websites, etc.;

3.There shall be no infringement on the rights and interests of any third party, such as divulging others' personal information, improperly using others' information and rights, harassing others, etc.;

4.There shall be no disruption to the order and operation of the Platform, such as fraudulent acts or plagiarism, or providing false information, etc.;

5.There shall be no breach of promises;

6.There shall be no discrepancy between the information broadcasted on the Platform and the corresponding registered information;

7.There shall be no violation of other rules or requirements applicable to live streaming on the Platform.

B. For Participating Audience

1.There shall be no infringement on the rights and interests of any third party including but not limited to divulging others' information, improperly using others' rights or harassing others;

2.There shall be no disruption to the order and operation of the Platform.

Article 6 – Special Management Rules 

1. In the event where any Broadcaster and/or content published by the Broadcaster is exposed by any news media, or subject to any notification of and/or request for investigation by any regulatory authority, the Platform may, depending on the severity of the circumstances, take any actions and/or adopt any measures as it may deem appropriate including but not limited to restricting any such content, cutting off the live stream, deleting illegal content, restricting the publication of any content or terminating contract(s) with Broadcasters.

2.In the event where any Broadcaster is discovered to have published any information that (a) may violate public order and customs; (b) may violate any rules of the Alibaba.com Website, including but not limited to, the General Rules, these Rules and/or the Interactive Information Rules; (c) involves any acts or content which may not be covered in these Rules but are (i) in violation of any prevailing and applicable laws and regulations (whether customary or written); (ii) generally unacceptable by the general public; (iii) solely deemed by the Platform to have infringed (or potentially infringe):  (A) upon the interests of the Platform and/or its Users; or (B) any rules what may be critical and necessary to be regulated but may not have been covered by these Rules or any rules on the Alibaba.com Website, the Platform may in its sole discretion, depending on the severity of the circumstances, take any actions and/or adopt any measures as it may deem appropriate, including but not limited to, restricting any content, cutting off the live stream, deleting illegal content, restricting the publication of any content and/or terminating contract(s) with Broadcasters.

Article 7 – Enforcement Action

1.For Broadcasters: In the event that a Broadcaster is discovered to have violated any of these Rules, the Platform may take any actions and/or adopt any measures as it may deem appropriate including but not limited to issuing warnings, cutting off the live stream, deleting live streaming content, freezing permission to live stream, restricting access and/or terminating accounts.

2.Participating Audience: In the event that any Participating Audience is discovered to have violated any of these Rules, the Platform may take any actions and/or adopt any measures as it may deem appropriate, including but not limited to, deleting illegal information, suspending or turning off any live streaming comment function.

3.Any violation involving products or transactions during a live streaming session on the Platform will be handled in accordance with relevant rules of the Alibaba.com Website.

4.In the event where any act of violation by any Broadcaster or Participating Audience is deemed by the Platform to be serious, the Platform shall, depending on the circumstances, reserve its rights to take more stringent action(s) against them, including but not limited to, restricting the relevant accounts from participating in any existing and/or future marketing campaigns, shutting down relevant product functions or accounts.

For further details, please refer to Appendix I for a list of violations during a live stream broadcast and the Platform’s corresponding measures for handling such violations. For the avoidance of doubt, the list contained in Appendix I may be updated from time to time by the Platform. 

Article 8 - Termination

The Platform shall reserve the right to terminate the relevant live streaming agreement entered into between any Broadcaster and the Platform without liability in any of the following circumstances:

1.The Broadcaster does not satisfy or is discovered to be no longer satisfying the admission criteria stipulated in Article 3 hereof;
2.The Broadcaster is discovered to have acted in violation of any of the circumstances set forth in Appendix I;
3.The Broadcaster is discovered to have violated any applicable laws and regulations;
4.The Broadcaster has failed to comply with these Rules (or any part thereof). 

Article 9 - Re-admission onto the Platform

1.In the event of termination under Articles 8(1) and (4), the Broadcaster may submit an application for re-admission onto the Platform for consideration;
2.In the event of termination under Article 8(2), the Broadcaster may submit an application for re-admission onto the Platform. The Platform will review and determine such application at its sole discretion subject to the Broadcaster’s compliance with any pre-conditions as may be determined by the Platform.
3.In the event of termination under Article 8(3), no application for re-admission will be accepted. 

Article 10 - Effective Date

These Rules are effective from July 23, 2020.

Article 11 - Amendments

The Platform reserves the right to amend these Rules due to amendments to laws and regulations, changes in business environment or other reasons and will announce the same. The amended version of these Rules will come into force as of the date specified in the announcement. 

Article 12 - Final Interpretation

The Platform reserves the rights of final interpretation and decision and all relevant rights hereof.

Article 13 - Inconsistency 

In the event of inconsistency, ambiguity or conflict between the Chinese and the non-Chinese version of these Rules, the Chinese version shall prevail.

 

Appendix 1

Type of Violations

Category

Specific Situation

Measures of Handling Violations

Publishing of prohibited information

Publishing of illegal information

Sensitive information refers to the information that jeopardizes national and social security according to current laws and regulations, including but not limited to information:
1. Breaking the basic principles of applicable national laws;
2. Jeopardizing national unity, sovereignty, and territorial integrity;
3. Divulging state secrets, jeopardizing state security or damaging the honor and interests of the state;
4. Inciting ethnic hatred and discrimination, undermining ethnic unity, or infringing ethnic customs and practices;
5. Undermining relevant national religious policies or promoting cults and superstitions;
6. Spreading rumors, disrupting social order, or destroying social stability;
7. Promoting gambling, violence, murder, terror, drug abuse, pyramid schemes, self-abuse, or abetting crimes;
8. Inciting unlawful assembly, association, procession, demonstration, and gathering to disrupt social order;
9. Containing other content prohibited by laws, administrative regulations, and relevant state regulations.

1. Issue warnings and cut off live- streaming
2. Delete live- streaming content

3. Freeze live- streaming permission for 180 days

Publishing of obscene and pornographic information

Obscene and pornographic information includes but not limited to:
1. Content depicting sexual behavior in detail or openly promoting pornographic and obscene sexual information;
2. Images or videos that show private parts, audio or text that are pornographic, suggestive, teasing, or may cause similar feelings of others;
3. Publishing vulgar content, such as covering private parts of the human body with small objects, wearing exposed or vulgar clothing such as underwear, wearing sports underwear when not engaging in sports activities, showing the naked torso of a man, showing naked children or lactating mothers, etc.

1. Issue warnings and cut off live- streaming
2. Delete live- streaming content
3. Freeze live- streaming permission for 180 days

Illegal promotions of products

1. Products prohibited from advertising through live-streaming

(1) Products prohibited or restricted internationally: For the detailed catalog of prohibited and restricted products, see "Index of Prohibited Items and Penalty Standard" under Enforcement Actions for Displaying Prohibited and Controlled Items (https://rule.alibaba.com/rule/detail/1992.htm).

(2) Industrial hemp products or items containing hemp extracts, such as CBD products, etc.;

(3) E-cigarette products and accessories;

(4) Audio/visual surveillance equipment, such as spy cameras, etc.;

(5) Tablet press products;

(6) Pesticide equipment, such as chemical agents and sterilization equipment;

(7) Alcoholic beverage products;

(8) Anti-epidemic products;

(9) Adult products, such as sex products, sexual health products, family planning products, etc.;

(10) Intangible products, such as service products, etc.;

(11) Tobacco machinery products;

(12) Artwork products;

(13) Dangerous tools: Special-purpose knives with long blades for slaughtering, agricultural purposes, etc.; tools that are likely to cause injury (such as bows and arrows, short knives, long metal swords, pepper sprays, etc.);

(14) Toy guns and accessories;

(15) Fireworks, firecrackers, and similar products;

(16) Chewing gum products;

(17) Products that are aggressive or can be used to restrict personal freedom (such as electric batons, nightsticks, handcuffs, etc.);

(18) Devices with information storage functions, such as portable storage devices, etc.;

(19) Class III medical devices;

(20) Injections (including those for fillings, skin whitening, fat dissolving, etc.).

2. To promote products of the following categories through live-streaming, corresponding merchant/commodity qualifications must be submitted and approved:

(1) Over-the-counter products

For details of merchant qualification requirements, see https://service.alibaba.com/page/knowledge?pageId=127&category=9208081&knowledge=22034937&language=zh

(2) Self-balancing electric scooters

For details of product qualification requirements, see https://rule.alibaba.com/rule/detail/4917.htm

3. Requirements for the promotion of some products in live-streaming

(1) Products such as underwear, swimsuits, pasties shall not be worn by a person during live steaming, and private parts of mannequins shall not be exposed or touched deliberately;

(2) Food products shall not carry claims of health benefits;

(3) Health products shall not carry claims of therapeutic effects on diseases;

(4) Pharmaceutical products shall not carry claims of therapeutic effects on cancer.

4. Products that are prohibited/restricted from displaying or selling because of changes in the global trade environment and/or in accordance with the laws and regulations of a specific importing country.

1. Issue warnings and cut off live- streaming
2. Delete live- streaming content
3. Freeze live- streaming permission for 180 days

Information prohibited by other live- streaming platforms

Including but not limited to:
1. Publishing of news, games, movies, TV series, variety shows, sports events, etc. without permission;
2. Using or using in disguise the name(s) or image(s) of relevant state agencies or state agency staff during live-streaming, or using the name(s) or image(s) of scientific research entities, academic institutions, technology promotion institutions, industry associations, or professionals as a source of recommendations or verification;
3. Contents that damage the image of revolutionary leaders, heroes, and martyrs, or defame heroes and martyrs/parody literary classics; 
4. Publishing information that violates mainstream values, public order, and good customs, promotes unhealthy ideas/lifestyles, causes public discomfort, etc., including but not limited to:
(1) Smoking, drinking, and other behaviors that could easily cause discomfort to the audience;
(2) Excessive eating, bloodshed/violence, celebrity obsession and hype, pan-entertainment, wealth flaunting, children misbehavior, etc.. 

1. Issue warnings and cut off live- streaming
2. Delete live- streaming content
3. Freeze live-streaming permission for 180 days

Spamming

Publishing of false information

The published promotional content must be consistent with the recommended actual information (including but not limited to product parameters, descriptions, attributes, etc.), and no fake, false, or exaggerated promotions are allowed which may mislead the consumers. Including but not limited to:
1. Fail to accurately describe the characteristics, quality, parameters, etc. of the promoted products, and the products are only sold in the form of stock-limited offer links, exclusive purchase links, postage links, price links, etc.;
2. The product information shows that it supports the return service while the internet-streaming issuer declares that the product will not be returned or exchanged;
3. The contents of the promoted products do not match the information described in the product links;
4. Fake offers;
5. Fabricated details: fabricating details to distort the whole incident;
6. Exaggerated facts: exaggerating the facts in the description to mislead others;
7. Exaggerated promotion: exaggerating published product information and providing false price information, or publishing promotions including false and exaggerated contents to induce buyers;
8. Using absolute language for promotions, including but not limited to the following words: highest level, whole network, bottomed out, nationwide, worldwide, national, top-level, No. 1 brand, unprecedented, omnipotent, bestseller, exclusive, preferred, absolute, the only one, peak, never, etc.

1. Issue warnings and cut off live- streaming
2. Delete live- streaming content

Falsifying of campaign information

Self-beautifying or pretending to be the official promoter of Alibaba.com website or the live- streaming platform, etc. to publish campaign information.

Publishing spam information

Including but not limited to sending advertising spam information to others through artificial means such as machines or software.

Behaviors that easily lead to transaction risks

Inducing offline transactions

Inducing Users to conduct offline transactions in any direct or indirect way (including but not limited to transfers through third-party platform accounts, Alipay, and bank card).

First offense:
1. Issue warnings and cut off live- streaming
2. Delete live- streaming content
Second offense:

1. Issue warnings and cut off live- streaming
2. Delete live- streaming content

3. Freeze live- streaming permission for 90 days

Behaviors that easily lead to transaction risks

Including but not limited to publishing names, hyperlinks, logos, contact accounts, and other information of external websites or apps such as social media, shopping guides, group purchases, promotions, shopping platforms, etc., and other information that easily leads to transaction risks, including but not limited to any form of QR code (internal and external), etc.

Illegal promotions

Illegal promotions of counterfeit products

The live-streaming issuer promote products that are suspected to be counterfeit or pirated, or providing convenience for selling counterfeit or pirated products.

First offense:
1. Issue warnings and cut off live- streaming
2. Delete live- streaming content

Second offense:
1. Issue warnings and cut off live- streaming
2. Delete live- streaming content
3. Freeze live- streaming permission for 90 days

Other illegal promotions

Including but not limited to charging Users privately through unofficial channels in private.

1. Issue warnings and cut off live- streaming
2. Delete live- streaming content

Breach of promise

Breach of promise

Including but not limited to:
1. Making promises that gifts and other rewards can be obtained in interactive activities but failing to fulfill;
2. Making promises to participate in platform activities and withdrawing without permission.

1. Issue warnings and cut off live- streaming
2. Delete live- streaming content

Disrupting platform order

Disrupting platform order

1. Faking or cheating at live-streaming data such as praises, comments, and shares (including but not limited to data of the number of fans and promotion effect) by way of click farming, hyping, etc.;
2. Providing false information, including but not limited to providing untrue verification materials to the platform during admission application, campaign registration, violation appeal, etc.;
3. Interfering with normal operation order of the platform or seeking benefits illegitimately through other improper methods.

First offense:
1. Issue warnings and cut off live- streaming
2. Delete live- streaming content

Second offense:
1. Issue warnings and cut off live- streaming
2. Delete live- streaming content
3. Freeze live- streaming permission for 90 days

Leaking of others' information

Leaking of others' information

Including but not limited to:
1. Leaking of personal information: leaking or disclosing other people's real name and ID number, phone number, home address (except those that the User has made public or authorized to be public, and except those involving public interests that are necessary to be public);
2. Leaking of other private information: leaking or disclosing of information that others do not want to be known. Such as sexual orientation, physical and psychological defects, property status, credit cards, e-consumption cards, network cards, Internet accounts and passwords, transaction accounts and passwords, accounts and passwords used for online shopping, IP addresses, traces or activities on the web, private life scenes, social relations, etc., except those that others can get through legal public channels, and except those involving public interests that are necessary to be public.

1. Issue warnings and cut off live- streaming
2. Delete live- streaming content

3. Freeze live- streaming permission for 90 days

Improper use of others' rights

Improper use of others' rights

Including but not limited to:
1. The account name, nickname, avatar, picture, etc. used in live-streaming are posing as the identity of others and infringing upon the legal rights of others;
2. The content published by the internet-streaming issuer involves plagiarism or other acts that infringe others' legal rights, such as intellectual property rights.

First offense:
1. Issue warnings and cut off live- streaming
2. Delete live- streaming content

   

Second offense:
1. Issue warnings and cut off live- streaming
2. Delete live- streaming content
3. Freeze live- streaming permission for 90 days

Harassing of others

Harassing of others

Including but not limited to:
1. Insult: hurting others with insulting remarks;
2. Defamation: deliberately fabricating false information to damage the reputation of others;
3. Personal attack: sending repeated and similar information with the same request to others by methods such as forwarding, commenting, @others, seeking followers, etc.

First offense:
1. Issue warnings and cut off live-streaming
2. Delete live- streaming content

   

Second offense:
1. Issue warnings and cut off live- streaming
2. Delete live-streaming content
3. Freeze live-streaming permissions for 90 days

Discrepancy between live- streaming information and the registration information

Discrepancy between live- streaming information and the registration information

Including but not limited to:
1. Falsified registration information;
2. Lending internet-streaming issuer account to others;

3. Using a language that is not prescribed officially repeatedly during live-streaming;
4. Appearance of someone instead of the internet-streaming issuer for more than 5 consecutive minutes during said issuer's live-streaming session;

First offense:
1. Issue warnings and cut off live-streaming
2. Delete live-streaming content

   

Second offense:
1. Issue warnings and cut off live-streaming
2. Delete live-streaming content
3. Freeze live-streaming permissions for 90 days

Quality of live-streaming content in violation of platform requirements

Live- streaming

1. Speaking Chinese or another language that isn't English during the livestream without approval (to speak another language during a livestream, please get approval from "Xiaohe Online" 24 hours before starting the livestream). 
2. Duplicate livestream content (for example, using multiple accounts to show the same content). 
3. The livestream thumbnail does not show relevant information such as products, suppliers, livestream content, etc. (Or the livestream does not meet the requirements of the livestream events).
4. Playing pre-recorded videos or slides and displaying irrelevant live content for more than five minutes (for example, debugging equipment, eating, chatting, driving, etc.). 
5. No interactions with buyers for more than five minutes. Negative example: There is no product demonstration or interaction with buyers for more than five minutes during the livestream. Positive example: The livestreamer introduces  products to buyers in the livestream room, and answers buyers’ doubts in real time.
6. The audio and picture are out of sync due to human error (using dubbing software or equipment). 
7. The theme of the livestream is inconsistent with the theme selected when the livestream was created. Negative example: When creating a livestream, select "Factory Livestream", but conducting a new product demonstration livestream in an office. Positive example: When creating a livestream room, select "Factory Livestream" to demonstrate the factory and products details in the livestream.
8. Failure to start the livestream as scheduled. The livestream will be regarded as invalid if it fails to begin within the scheduled time of the livestream event after the signup. In case of an emergency (such as an earthquake, tsunami, or other natural disasters, etc.), please contact "Xiaohe Online" to appeal.

 

1. Issue warnings and cut off live-streaming
2. Delete live-streaming content
3. Freeze live-streaming permission for 30-90 days

 

 

icburule011082036037