The Beijing Municipal Market Supervision and Administration Bureau has recently unveiled the "Beijing Online Live Streaming Sales Platform Service Contract (Model Text) (Trial)", marking the debut of China's first normative document tailored for service contracts between live streaming sales platform operators and live streaming room operators. This pioneering text is designed to elucidate the rights and obligations of both parties, foster industry standardization, and address critical issues like subject eligibility, responsibility delineation, and intellectual property rights ownership within the realm of live streaming sales.

Key highlights of the model contract encompass compelling operators to secure necessary business licenses and disclose pertinent information, enabling eligible accounts to transfer registration, clarifying that intellectual property rights pertaining to live streaming content vest in the operator and can be freely utilized within the platform, and establishing robust consumer protection clauses. Relevant platforms have expressed their commitment to refining their cooperation frameworks in alignment with this model text, aiming to propel the healthy growth of the industry.