The financial industry is embracing the livestreaming trend, with initiatives like promoting poverty-alleviation products, showcasing financial offerings, and providing investor education flourishing across live broadcast studios. Compared to conventional physical goods, financial products are far more complex, demanding rigorous risk controls and stringent investor suitability management protocols. Particular attention must be paid to ensuring the financial compliance of on-site broadcasts.

　　Last October, China’s Banking and Insurance Regulatory Commission issued the "Guidance on Preventing Risks Associated with Financial Live Streaming," emphasizing the financial compliance of livestream topics and content. Additionally, the China Securities Regulatory Commission, along with local banking and insurance regulators, also released notices to oversee live-streaming activities. So, as financial professionals navigate the "golden pool" of live-streaming opportunities, how should they responsibly draw from it—ensuring their broadcasts adhere to regulations?

　　1. Operate under license and rigorously assess the qualifications of live-streaming personnel.

　　The China Insurance Regulatory Commission emphasized that financial marketing and promotion are a crucial part of business activities. Market entities without the appropriate financial business qualifications are prohibited from conducting marketing and promotional activities related to financial services.

　　Remind financial institutions to strengthen their awareness of financial compliance and strictly control the investment advisory qualifications of livestreaming entities.

　　1. Establish a selection mechanism for livestreaming personnel, choosing individuals who possess well-rounded professional skills, relevant job qualifications, strong awareness of legal and financial compliance, and the ability to effectively conduct livestreaming activities. Prior to going live, train the selected staff on fundamental behavioral guidelines and best practices for marketing financial products.

　　2. Implement unified management of online livestreaming activities. User registration, authentication, and the posting of livestream content should all be integrated into the organization’s standardized management framework. Additionally, relevant agencies and brand management departments should establish a robust screening mechanism to ensure employees do not engage in livestreaming activities under the organization’s name without prior approval.

　　3. Clearly establish the legitimacy of your organizational credentials to build greater customer trust. For example, specify your organization and position on the personal data page, and also include details like your years of experience and any certifications you’ve earned.

　　4. Business partners must also possess the appropriate qualifications. They will conduct live-streaming activities related to online thematic salons or other value-added services for customers. If the event topic falls outside the organization’s core business scope, the third-party partner involved should have relevant expertise or qualifications aligned with that specific area.

　　2. Conduct thorough content reviews to ensure that live broadcasts comply with financial laws and regulations.

　　1. Live-stream content must align with the organization’s business scope. News information services, online performances, and online audiovisual content fall under the category of franchised industries. Financial institutions are prohibited from publishing such content, nor are they allowed to do so in their institutional employees’ capacities.

　　2. The choice of topics for live broadcasts must be carefully weighed. We need to not only adhere to the country’s current policies and guidelines but also take into account the public opinion environment to determine whether a topic is appropriate.

　　3. Establish an emergency response and accountability mechanism to ensure that live-streaming activities and promotional financial information are compliant, accurate, and fully traceable. During live broadcasts, strictly avoid any inappropriate, illegal, or infringing practices. After the broadcast concludes, implement appropriate monitoring and performance evaluations for the livestreaming team.