Beijing Municipal Administration for Market Regulation released the “Compliance Guidelines for Live Streaming Sales in Beijing (Draft for Public Comment).” The draft clearly stipulates that advertisements for food, cosmetics, and lifestyle beauty products must not involve disease prevention or treatment functions, must not use medical terminology, or language that could confuse the promoted products and services with drugs, medical devices, or medical services. It also prohibits the implicit advertising of health foods and special medical-purpose formula foods under the guise of introducing health and wellness knowledge. Additionally, advertising for infant formula milk products intended for infants aged 0-12 months is strictly prohibited. (Source: Beijing Municipal Administration for Market Regulation)
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