China will Further Regulate the Profit-Making Behavior of Live Video Streaming

Chinese authorities will increase efforts to tighten regulations on the country's live video streaming,the management of webcast account registrations will be enhanced, according to a circular jointly issued by the Cyberspace Administration of China, the State Taxation Administration and the State Administration for Market Regulation.

国家互联网信息办公室、国家税务总局、国家市场监督管理总局近日联合印发《关于进一步规范网络直播营利行为促进行业健康发展的意见》。意见提出，要加强网络直播账号注册管理。

Live video streamingplatforms, alongsidewebcast publishers,will not be permitted to sell products to consumers through rumor-mongering, self-rewarding, or false publicity, the circular said.

网络直播平台和网络直播发布者等不得通过造谣、虚假宣传、自我奖励等方式诱导消费者购买商品。

The platforms and related institutions should fulfill their obligations to withhold and pay individual income taxes as required.

意见要求，网络直播平台、网络直播服务机构应依法履行个人所得税代扣代缴义务。