China: State Administration for Market Regulation opened consultation on draft regulations on the supervision and management of live e-commerce including user identification requirement

On 10 June 2025, the State Administration for Market Regulation (SAMR) opened a public consultation on the draft regulations on the supervision and management of live e-commerce until 10 July 2025. The draft regulations mandate live e-commerce platforms to collect and verify accurate identity and qualification information from streamers and marketing personnel before allowing them to operate on the platform. The platforms must collect data such as names, ID numbers, contact details, licences, and qualifications. Platforms must regularly update and verify this data every three months and cannot allow individuals to stream if their identity information is incorrect or if they are not legally permitted to engage in such activities. Furthermore, the data must be kept for at least three years for inspection.