E-commerce live broadcast is a way of shopping, which legally belongs to commercial advertising activities.  Anchors also assume the responsibility of "advertising spokesperson", "advertisement publisher" or "advertiser" according to their specific behavior.  If consumers buy fake goods, they should first contact the seller, namely the seller, and bear the legal liability.  The anchors and e-commerce live broadcasting platforms should also bear the corresponding joint and several liabilities.  Up to now, the scale of e-commerce live streaming users and online retail users in China have maintained a high growth, and the market has remained the first in the world for many years in a row, providing important support for the formation of a new development model.

Online e-commerce companies, also known as MCN organizations, build on the brokerage model and provide more help to online celebrities, often including packaging, marketing, promotions, and cash realisation.  After determining the brand demand, live streaming e-commerce companies will allocate the existing resources and assign tasks to the contracted network celebrities, and then distribute them through their own traffic channels, gaining profits from the share of cooperation with network celebrities and platforms, the advertising fees provided by advertisers and the related consumption of fans.

In recent years, the domestic live broadcast e-commerce industry has emerged, but the company system of live broadcast, as a bridge between the live broadcast platform and the e-commerce, is not perfect, and the quality of products provided in the process of live broadcast is uneven.  The target group of live streaming services involves some groups with weak risk awareness, such as minors and the elderly, so it is particularly important for live streaming e-commerce companies to choose high-quality advertisers.  Therefore, in order to better regulate the industry, for consumers to choose live products to provide more professional guidance and advice, establish live e-commerce company industry benchmarking, for the development of the industry, NOA and Shenzhen China metrology institute jointly formulated the live e-commerce products, and on the basis of this technical specification for live e-commerce enterprises to provide certification services.  Certification through the on-site audit and spot check, from the multiple dimensions of the on-site e-commerce company's product selection ability evaluation, to provide consumers with professional shopping guidance.