Tue. Oct 19th, 2021

© Reuters. SHEET PHOTO: A woman wearing a protective mask uses a telephone in a park in Wuhan, the Chinese city most affected by the outbreak of coronavirus disease (COVID-19), in Hubei Province, China, on May 15 of 2020. REUTERS / Aly Song

BEIJING (Reuters) – Hosts in China’s live streaming industry should speak Mandarin and dress appropriately when marketing products online, the country’s trade ministry said on Wednesday, seeking to tighten its oversight of the sector. .

Livestreaming marketing has seen its popularity increase in the last two years among brands such as L’Oreal, Nike (NYSE :), Dyson and online shoppers, and most Chinese e-commerce platforms, now offer the option to buy and sell products via live streaming.

Last year it became the target of the review, with some buyers and brands accusing some live broadcasters of misrepresenting products or falsifying sales figures, prompting the Chinese cyberspace regulator to announce the draft rules in November.

On Wednesday, China’s Ministry of Commerce issued more detailed guidelines and mentioned a preferred language for the first time. Mandarin is the official medium in China, but there are also many ethnic minority dialects and languages ​​in the country.

“It’s best to use Mandarin during live streaming,” he said in a section on how live players were expected to behave.

The new rules, which can be reviewed until September 2, also state that live players must dress in a way that is harmless to their audience and carry an image that reflects the characteristics of the products or services they are trying to sell. .

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