China: State Administration for Market Regulation closes consultation on draft regulations on the supervision and management of live e-commerce including content moderation obligations

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 aim to strengthen the supervision and management of live e-commerce activities, safeguard the legitimate rights and interests of consumers and operators, and promote the healthy development of the sector. Live e-commerce platform operators are required to implement systems for managing illegal and irregular activities, clearly outlining the procedures and penalties applicable to live streaming room operators, marketing personnel, and related service agencies. When notified by market or cyberspace authorities of violations, platforms must respond based on the severity of the offence, using measures such as warnings, function restrictions, suspension, account cancellation, blacklisting, and re-registration bans. Serious enforcement actions must be reported to the relevant provincial authorities. Platforms must also enhance their risk identification systems, assign management staff appropriate to their scale, and maintain real-time oversight of content through reviews and dynamic monitoring. Additionally, live streaming room operators must maintain orderly and lawful account settings, avoid misleading content, and ensure that all visual and textual elements are compliant. They are also responsible for real-time moderation of interactive content and for removing unlawful or improper material.