T/CAAAD 001-2023 Network live streaming sales after-sales service specification

Scope

Main technical content: As a form of social marketing, live-stream marketing has played a positive role in promoting consumption expansion and quality improvement, and forming a strong domestic market. To regulate live-stream marketing activities and promote their healthy development, it is necessary to build a social governance pattern including government supervision, subject autonomy, industry self-discipline, and social supervision within the current legal framework. Many elements of live-stream marketing activities have obvious functions and characteristics of advertising activities, and various subjects of advertising activities also actively participate in and invest in live-stream marketing activities, which is an important force for the development of the new business form of live-stream marketing. The China Advertising Association has been closely monitoring the changes of advertising activities and the development of the new business form of live-stream marketing. On the basis of formulating and issuing the "Code of Conduct for Live-stream Marketing" and the "Product Selection Guidelines for Live-stream Marketing" in the early stage, after thorough research and solicitation of opinions, and with the strong support of relevant units of the State Administration for Market Regulation and the China Consumers Association, the "After-sales Service Guidelines for Live-stream Marketing" have been formulated, aiming to provide a normative guide for the after-sales service behaviors of various subjects of live-stream marketing. The China Advertising Association will continue to advocate self-discipline and regulation first, provide self-discipline public services and guide market entities to exercise autonomy, promote industry integrity construction, and effectively serve industry development.

Development Information

Related Standards