China's Consumer Protection Law revisions take effect

China's amended law on consumer rights takes effect on Saturday, World Consumer Rights Day. The new version strengthens regulations on the e-commerce industry.

It allows consumers the right to return goods they bought via the Internet, television, telephone or mail orders within seven days from the date of receipt. It also specifies that delivery fees for returning the product shall be borne by the consumer, who should be paid back within a week after the seller receives the returned goods.

This is known as the "seven-day unconditional return." The new amendment also rules that advertising agents and e-trade platforms should bear joint liability if products are proven harmful to consumers.

Organizations and individuals that endorse those goods and services will share responsibility as well, that means celebrities could be found liable for false advertising.