A live-stream pitch is an ad — ‘I just share’ does not erase Advertising Law or consumer remedies.
Influencers, live-stream hosts and brands share exposure when promotions mislead, hide advertising relationships, or push illegal absolute claims. Platforms have governance duties. Sector products (devices, health foods) add approval overlays. This wiki is the KOL decision desk. Advertising Law is the statute related pages. Platform liability covers operator duties. Consumer rights explain buyer remedies after a bad stream.
4 questions before you choose the route.
This page identifies the right question and evidence. It does not determine the legal outcome on a reader’s facts.
Is the relationship disclosed?
Ad label.
DiscloseScript contain absolute/efficacy claims?
Words.
WordsWho approves restricted products?
Sector.
SectorPlatform notices received?
Platform related pages.
PlatformWorking rule: Map the regulated role before marketing or launch in China.
The signal ledger.
These facts move the question beyond a label and into a product, money-flow and control analysis.
Bring a compact evidence docket—not a pitch deck.
Give a compliance team or counsel the operating facts that reveal the perimeter.
Questions people ask before they build.
Short answers for orientation. The right result can change with the service model and current rules.
Are gifts to KOLs ‘advertising’?
Often yes when promoting goods. Substance over labels.
Where is Advertising Law?
Open /advertising-law-in-china.
Primary authorities
Reviewed sources support orientation, not a fact-specific assessment.