E-commerce livesreamer Huang Wei, also known as Viya, speaks during the Boao Forum for Asia in south China’s Hainan province, in April 2021. Photo: AFP
China e-commerce hub Zhejiang issues live-streaming quality control guidelines amid consumer rights backlash
- The guidelines were released to ‘reduce the risks of live-stream e-commerce sourcing’ and to improve general industry standards
- Regional governments and business associations have had to deal with rising complaints about false advertising, poor product quality
