China: State Administration for Market Regulation opened consultation on draft regulations on the supervision and management of live E-commerce including organisational 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 regulations require live E-commerce platform operators to establish internal compliance systems, including mechanisms for account registration and cancellation, transaction behaviour standards, and quality control. Operators must implement procedures to address illegal activities, including warning mechanisms, temporary suspensions, and blacklists and manage livestreaming rooms through tiered systems based on compliance risk. Platforms are also required to deploy adequate monitoring staff proportionate to their operational scale, make complaint-handling rules public, preserve relevant records for regulatory inspection, and submit required information to market supervision authorities. Non-compliance may lead to rectification orders and administrative fines.