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On June 10, 2025, the State Administration for Market Regulation (SAMR) issued the Measures on Supervision and Administration of Live E-Commerce (Draft for Comments) (hereafter referred to as the Measures). The draft is now open for public comment, with feedback due by July 10, 2025.
The purpose of these regulations is to further standardize the market order in the live e-commerce sector, protect the legitimate rights and interests of stakeholders, and promote the healthy development of the industry. The Measures comprise seven chapters and a total of 57 articles, outlined as follows.
Chapter 1: General Provisions
Chapter 2: Live E-commerce Platform Operators
Chapter 3: Livestream Room Operators
Chapter 4: Livestream Marketing Service Agencies and Personnel
Chapter 5: Supervision and Administration
Chapter 6: Legal Liability
Chapter 7: Supplementary Provisions
Key Points
1. Clearer Responsibilities for Live E-commerce Platform Operators
The Measures clarify the obligations of live e-commerce platform operators in areas such as violation handling, qualification review, information reporting, training systems, and information disclosure. Platform operators are required to fulfill their primary regulatory responsibilities by:
Improving their platform rules
Strengthening identity verification and qualification review for livestream room operators, livestream marketing service agencies and marketing personnel
Taking timely action against illegal activities
Reporting data following relevant legal requirements
Supporting consumer rights protection
2. Defined Responsibilities of Livestream Room Operators, Marketing Agencies, and Marketing Personnel
The Measures clarify the responsibilities of:
Livestream room operators: Operators must establish systems for content review, information disclosure, and identity verification, and are prohibited from making false or misleading claims.
Livestream Marketing service agencies: Service agencies are required to strengthen the management of livestream marketing personnel and implement systems for training, product selection, and error correction.
Livestream marketing personnel: Livestream marketers shall present products or services truthfully, accurately, and comprehensively, without deceiving or misleading consumers.
3. Strengthened Supervision and Enforcement Measures
The Measures set out provisions on joint supervision, inspection procedures, credit-based supervision, and rectification etc. of live e-commerce activities. The platform operators are required to cooperate when market regulation or cybersecurity authorities investigate and confirm violations by livestream room operators, livestream service agencies, or personnel.
4. Emphasis on Legal Liability for Non-compliance
The Measures clearly define specific circumstances of non-compliance and establish corresponding legal liabilities. Penalties are based on existing laws and regulations, including the E-Commerce Law, the Anti-Unfair Competition Law, the Advertising Law, or are introduced through new provisions. This legal framework enhances the enforceability and precision of the Measures.
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