Tashkent, Uzbekistan (UzDaily.com) -- China has released a trial guide on regulating the rapidly developing sphere of online sales using streaming in the country, the State Chancellery of Internet Information of the People's Republic of China has reported, Xinhua news agency reported.

The guidance, jointly published by the PRC State Internet Information Office and six other agencies, aims to protect the rights and interests of consumers and minors, and to prevent the risks of false advertising and the sale of counterfeit and substandard goods.

The guidelines set the minimum age for live broadcasters and sellers at 16 years old, while minors over 16 years old must obtain the consent of a guardian to participate in this activity.

Live streaming platforms are required to process consumer complaints in a timely manner and provide the necessary evidence when disputes arise.

The guidelines will come into effect on 25 May 2021.

Official figures show that China has been the world's largest online retail market for eight consecutive years, and in 2020 the country had over 24 million live streams to sell merchandise.