Rwandan students from Jinhua University of Vocational Technology conduct a livestreaming sales session in Jinhua, Zhejiang province, on Oct 7, 2024. [Photo provided to China Daily]

Zhejiang province is raising the bar for its booming livestreaming industry, now home to over 100,000 businesses, according to the Administration for Market Regulation of Zhejiang Province in January.

In 2024, the province introduced the country's first "Green Live Room Operational Guidelines", promoting professional practices and ethical content creation.

So far, 460 "green live rooms" and 31 certified livestreaming bases have been established. Streamers are being trained to enhance skills and uphold responsible values, positioning Zhejiang as a leader in sustainable livestreaming commerce.

The province is also cracking down on violations. A monitoring system spanning 15 platforms and 155,000 live rooms has flagged and resolved thousands of violations.

Since January 2024, authorities have conducted over 5,100 inspections, leading to the removal of 21,432 illegal advertorials and products.