Beijing, June 10 – The State Administration for Market Regulation (SAMR) has released the Live-Streaming E-commerce Supervision and Management Measures (Draft for Public Comment), seeking public input on regulating the booming sector. The move comes amid growing concerns over false marketing, counterfeit goods, and other irregularities in live-stream shopping.
Rising Challenges in a Rapidly Growing Sector
Live-stream e-commerce has emerged as a key driver of consumption and employment in China, but the industry has been plagued by issues such as fake promotions, substandard products, and inadequate after-sales services. Many platforms have failed to rigorously vet merchants and products, while some sellers and influencers prioritize short-term gains over quality, harming consumer rights and undermining industry integrity.
“While supporting the innovative development of this new business model, the draft measures aim to address specific problems and clarify the legal responsibilities of all market participants,” an SAMR official explained. “The goal is to balance regulatory oversight with industry growth, safeguarding fair competition and consumer interests.”
Holistic Regulatory Framework for Live-Streaming Commerce
Tailored to the unique characteristics of live-stream e-commerce, the draft establishes a general regulatory framework covering:
Comprehensive Accountability: Clearly defining the legal obligations of platforms, live-stream operators, influencers, and service agencies.
Transaction Supervision: Introducing measures to regulate traffic distribution for get out of line entities, and proposing systems for influencer training, blacklist management, and oversight of natural-person hosts and digital avatars.
Platform Responsibilities: Requiring platforms to strengthen identity verification, examination and verification of qualification，and Disposal of violations，while establishing mechanisms for information reporting, hierarchical management, and dynamic monitoring.
Platforms as Key Enforcement Vessels
Given the complex ecosystem of live-stream e-commerce—with longer transaction chains and higher spillover risks compared to traditional e-commerce—the draft places significant emphasis on platform accountability. Platforms are mandated to:
- Develop robust internal rules and procedures
- Conduct thorough background checks on live-stream operators and influencers
- Assist consumers in dispute resolution
- Collaborate with regulators by providing data and operational insights
“By holding platforms primarily responsible, we aim to create a cascading effect of compliance throughout the industry, maximizing regulatory efficiency,” the SAMR official stated.
Aligning with Existing Legal Frameworks
The draft measures build on existing laws such as the E-Commerce Law, Cybersecurity Law, and Consumer Rights Protection Law, integrating and refining regulatory requirements to suit live-stream e-commerce without imposing excessive burdens on businesses.
As the public consultation period begins, the proposed regulations signal China’s commitment to guiding the live-stream e-commerce sector toward standardized, healthy growth—ensuring that innovation is balanced with consumer protection and market order.
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