China: State 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 about product quality, performance, origin, sales volumes, or user reviews. The use of artificial intelligence (AI) to fabricate deceptive content or impersonate individuals is banned, and AI-generated content must be clearly labelled. Price-related promotions must truthfully display reference prices, current prices, and discount rates with clear explanations. Violations may be penalised under the Anti-Unfair Competition Law and the Advertising Law of the People’s Republic of China, including through corrective orders and fines.