China: Fair marketing and advertising practice requirement in Supervision and Management Measures for Live Streaming E-commerce
Progress
Scope
Timeline of events
Supervision and Management Measures for Live Streaming E-commerce (Order No. 117) including fair marketing and advertising practices enter into force
On 1 February 2026, the Supervision and Management Measures for Live Streaming E-commerce enter into force. The Measures define live-streaming e-commerce as business activities that sell goods or provide services through websites, applications, or o…
SourceState Administration for Market Regulation and the State Internet Information Office adopted Supervision and Management Measures for Live Streaming E-commerce (Order No. 117) including fair marketing and advertising practices
On 18 December 2025, the State Administration for Market Regulation and the State Internet Information Office adopted the Supervision and Management Measures for Live Streaming E-commerce, which enter into force on 1 February 2026. The Measures defi…
SourceState Administration for Market Regulation closes consultation on draft regulations on the supervision and management of live E-commerce including fair marketing and advertising practice requirement
On 10 July 2025, the State Administration for Market Regulation (SAMR) closes consultation on the draft regulations on the supervision and management of live E-commerce. The regulations prohibit operators from making false or misleading statements a…
SourceState Administration for Market Regulation opened consultation on draft regulations on the supervision and management of live E-commerce including fair marketing and advertising practice requirement
On 10 June 2025, the State Administration for Market Regulation opened the public consultation on the draft regulations on the supervision and management of live e-commerce until 10 July 2025. The regulations prohibit operators from making false or …
Source