Live streaming has become a vital means of e-commerce to attract consumers’ attention and boost sales worldwide. Zhejiang province, one of the most economically active regions in China, pioneers the innovative forms and channels of e-commerce.

To better regulate the operation of live streaming, Zhejiang issued the local standard DB33/T 1385-2024, Specification for operation of green e-commerce live-streaming room, which is China’s first standard in this field at the provincial level, and has come into effect since July 5.

As a giant of digital economy, Zhejiang has put efforts into empowering the development of live streaming. In 2023, green live-streaming rooms debuted in Zhejiang, setting a demonstrative example to regulate this sector through selecting models and echelon cultivation. By now, there are 174 green live-streaming rooms and 12 selected green live-streaming bases in Zhejiang.

DB33/T 1385-2024 summarizes Zhejiang’s experience in cultivating green live-streaming rooms and provides replicable regulatory modes for live-streaming industry nationwide. It is expected to fill a gap in the sectoral regulatory system, and promote the beneficial development of new business forms of platform economy.

The standard defines the concept of green live-streaming rooms, which is expected to enhance healthy competition in the industry, improve quality and efficiency, promote consumption upgrading, advocate the healthy and eco-friendly lifestyle, and create a clean cyberspace.