Sales Boundaries for Insurance Products in Live Streaming Commerce

Compliance boundaries for insurance sales via live-streaming

As digital channels expand, some institutions are using live streaming to educate consumers about insurance. While this approach improves reach efficiency, it also presents challenges related to sales suitability and disclosure. Strict compliance with regulatory requirements is essential to ensure marketing content is truthful, accurate, and complete.

• Do not exaggerate coverage or mislead on return expectations.
• Fully disclose disclaimers and surrender losses.
• Clearly distinguish between educational outreach and sales activities.

Institutions should establish end-to-end control mechanisms to strengthen anchor qualification reviews and script management, preventing consumer rights infringement through information asymmetry. Specific product responsibilities and benefit illustrations shall be governed by the insurance contract terms.