China: Announced Strategy to Combat Counterfeit Goods in E-commerce and Live-streamed Sales

On 26 April 2023, the Chinese State Administration for Market Regulation (SAMR) announced plans to address the increasing number of counterfeit and fake goods sold through e-commerce and live-streamed sales. In particular, SAMR stated that it would issue guidelines clarifying the responsibilities of platforms and merchants, increase oversight and penalties for platforms and sellers who consistently violate regulations, and raise consumer awareness to protect themselves from such fraudulent activities.