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Notice on the Update of Alibaba.com Live Streaming Platform Rules

 

Dear Alibaba.com members,


In view of the local laws and regulations of countries/regions and the requirements of relevant regulatory agencies, as well as the platform's overall consideration of the trading environment and product risks, the scope of not allowed to participate in live streaming products has been expanded. In order to strengthen the platform's control of live streaming, The products promoted, displayed, or sold in the live-streaming must be added to the list of products in the live streaming, otherwise the live streaming will be closed with as violations; merchants who violated the regulations multiple times (3 times or more) due to similar reasons, in addition to the original punishment measures, added penalties for close all live streaming of merchants in the past 180 days. This update will be publicized on January 11, 2022, and will take effect on January 18, 2022. The details are as follows:

 

Before

 

Publishing of prohibited information

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

Livestream language

Speaking Chinese in a livestream

Livestreaming in Chinese for more than two minutes (including the livestreamer and background noise)

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

Speaking a language other than English during a Livestream

Livestreaming in a language other than English for more than 2 minutes (including the livestreamer and background noise)

Duplicate livestream content

Duplicate livestream content

Duplicate livestream content (for example, using multiple accounts to show the same content)

Playing pre-recorded content

Playing pre-recorded videos or slides and displaying irrelevant live content for more than five minutes

Livestream thumbnail violation

Illegal livestream thumbnail

Including blood, pornography, violence, political elements, and other illegal elements in the livestream thumbnail

Irregular thumbnail
(for more  details:  https://www.yuque.com/hqw0dr/vf8039/ieb9ak)

The thumbnail text appears in Chinese, including areas such as product pictures and company logo

The thumbnail image is inconsistent with the  livestream content

Use non-transparent product backgrounds in the thumbnail

The thumbnail image has obvious black edges

The livestream of the event was not produced using the official template in "Online Thumbnail Synthesis Tool"

The text is out of focus

Disorderly display of products in the thumbnail

The thumbnail is too small

The thumbnail shows other elements (including emojis and stickers, etc.)

Don't combine multiple images together to make the thumbnail

The thumbnail image is deformed, twisted, or stretched

Misappropriating someone else's thumbnail

Unauthorized stealing or copying the livestream thumbnail of others

Irrelevant livestream content

Black screen

Artificially causing a black screen for more than 2 minutes

Ending the livestream

Didn’t click "End livestream" button for more than 5 minutes after the end of the livestream

The livestreamer has not been in the camera for more than 5 minutes

The livestreamer has not been shown on camera for more than five minutes: it's a violation if there is no human face for more than five minutes.

Sleeping

Lying or sleeping during the livestream, once the rules are violated, the livestream will be shut down

Other

Debugging equipment, eating, chatting, driving and other behaviors for 5 consecutive minutes

Livestream other behaviors

No interaction

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.

Audio and video are out of sync due to human reasons

The audio and picture are out of sync due to human error (using dubbing software or equipment) for 5 minutes.

The theme of the livestream

The theme of the livestream is inconsistent with the theme selected when the livestream was created.

         

 

After

Publishing of prohibited information

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)
Any product that can preventing, destroying, repelling or mitigating any pest, animal, microbes, viruses. Plant regulator, defoliant, desiccant, or nitrogen stabilizer.
(7) Alcoholic beverage products;
(8) Anti-epidemic products;

(9) Adult products, such as sex products, sexual health products,sexy underwear, see-through underwear, thong, 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) Medical devices, for the definition of medical devices, see https://www.nmpa.gov.cn, www.fda.gov;
(20) Injections (including those for fillings, skin whitening, fat dissolving, etc.).
(21) Pharmaceutical product.
(22) Second hand products, including but not limited to second hand clothes, second hand bags, second hand mobile phones, etc.;
(23) Bulletproof clothing, Bulletproof helmet.


2. To promote products of the following categories through live-streaming, corresponding merchant/commodity qualifications must be submitted and approved:
(1) 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) Any products shall not carry claims of therapeutic effects on treating or preventing diseases;

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.

5. The products promoted, displayed, or sold in the live-streaming must be added to the list of products in the live-streaming.

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

4. Close live-streaming for nearly 30-180 days

Livestream language

Speaking Chinese in a livestream

Livestreaming in Chinese for more than two minutes (including the livestreamer and background noise)

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

4. Close live-streaming for nearly 30-180 days

Speaking a language other than English during a Livestream

Livestreaming in a language other than English for more than 2 minutes (including the livestreamer and background noise)

Duplicate livestream content

Duplicate livestream content

Duplicate livestream content (for example, using multiple accounts to show the same content)

Playing pre-recorded content

Playing pre-recorded videos or slides and displaying irrelevant live content for more than five minutes

Livestream thumbnail violation

Illegal livestream thumbnail

Including blood, pornography, violence, political elements, and other illegal elements in the livestream thumbnail

Irregular thumbnail
(for more  details:  https://www.yuque.com/hqw0dr/vf8039/ieb9ak)

The thumbnail text appears in Chinese, including areas such as product pictures and company logo

The thumbnail image is inconsistent with the  livestream content

Use non-transparent product backgrounds in the thumbnail

The thumbnail image has obvious black edges

The livestream of the event was not produced using the official template in "Online Thumbnail Synthesis Tool"

The text is out of focus

Disorderly display of products in the thumbnail

The thumbnail is too small

The thumbnail shows other elements (including emojis and stickers, etc.)

Don't combine multiple images together to make the thumbnail

The thumbnail image is deformed, twisted, or stretched

Misappropriating someone else's thumbnail

Unauthorized stealing or copying the livestream thumbnail of others

Irrelevant livestream content

Black screen

Artificially causing a black screen for more than 2 minutes

Ending the livestream

Didn’t click "End livestream" button for more than 5 minutes after the end of the livestream

The livestreamer has not been in the camera for more than 5 minutes

The livestreamer has not been shown on camera for more than five minutes: it's a violation if there is no human face for more than five minutes.

Sleeping

Lying or sleeping during the livestream, once the rules are violated, the livestream will be shut down

Other

Debugging equipment, eating, chatting, driving and other behaviors for 5 consecutive minutes

Livestream other behaviors

No interaction

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.

Audio and video are out of sync due to human reasons

The audio and picture are out of sync due to human error (using dubbing software or equipment) for 5 minutes.

The theme of the livestream

The theme of the livestream is inconsistent with the theme selected when the livestream was created.

 

 

Alibaba.com
January 11, 2022

 

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