On June 10, 2025, China's State Administration for Market Regulation (SAMR), in collaboration with the Cyberspace Administration of China (CAC), released the draft Administrative Measures for Supervision of Live-Stream E-commerce for public comment. The proposed regulation aims to further standardize market order, protect the legitimate rights and interests of all stakeholders, and promote the healthy development of the live-stream e-commerce sector. Comments are welcomed until July 10, 2025.
The key provisions of the draft regulation are as follows:
Refining the responsibilities and obligations of live-stream e-commerce platform operators.
Clarifying the duties of livestream room operators, service agencies for livestream marketing personnel, and the marketers themselves.
Strengthening regulatory and supervisory measures.
Emphasizing the legal liabilities for failure to fulfill statutory obligations.
Prior to this national-level draft, multiple provinces and municipalities had proactively responded to the need for standardized development in the live-stream e-commerce sector by introducing local guidelines and compliance policies related to livestreaming and online marketing.
As one of the most dynamic e-commerce markets globally, China has seen explosive growth in live-stream selling, especially in sectors like cosmetics and food—products frequently promoted through this channel. The draft regulation reflects China's continued efforts to maintain market order and safeguard the rights and interests of both enterprises and consumers.
https://www.samr.gov.cn/hd/zjdc/art/2025/art_da63265146f741cd8bc80d2bba4e1e37.html
