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New regulations on live streaming e-commerce supervision will be officially introduced soon

News2025-11-29
On November 29, it was reported that the "Regulations on the Supervision and Administration of Live Streaming E-commerce," jointly formulated by the State Administration for Market Regulation and the Cyberspace Administration of China, have completed all review procedures and will be officially issued soon. Wu Dongmei, Deputy Director of the Department of Internet Supervision at the State Administration for Market Regulation, explained that this measure aims to adapt to the new characteristics and trends in the live streaming e-commerce industry, scientifically define the responsibilities of all parties involved in live streaming e-commerce activities, protect the legitimate rights and interests of consumers and businesses, and establish a comprehensive institutional system featuring compliant business entities, regulatory enforcement by departments, and industry-wide collaborative governance. This will safeguard the innovation and healthy development of live streaming e-commerce.


Wu Dongmei stated that the regulation of live-streaming e-commerce involves multiple stakeholders, including live-streaming e-commerce platforms, live-stream operators, live-stream marketing personnel, and their service agencies. The separation of people, goods, and venues, along with the lengthy transaction chain, extensive regional reach, and complex legal relationships among participants, poses significant challenges to regulatory efforts. Market supervision authorities will further strengthen systematic, cross-regional, and penetrating oversight, aiming to enhance the governance capabilities and standards of the live-streaming e-commerce industry.

The upcoming "Regulations on the Supervision and Administration of Live Streaming E-commerce" further clarify the legal responsibilities of key entities such as live streaming e-commerce platforms, live streaming room operators, live streaming marketers, and their service agencies. It strengthens supervision and management measures, establishes a coordinated handling mechanism between regulatory authorities and platforms, builds a full-chain responsibility system, and forms a closed-loop regulatory enforcement framework. Additionally, the State Administration for Market Regulation has initiated the development of national standards for the service management of live streaming e-commerce platforms, leveraging standardization to unify market rules and guide industry development, thereby driving overall service quality improvements in the live streaming e-commerce sector.

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