China: State Administration for Market Regulation opened consultation on draft regulations on the supervision and management of live E-commerce including operational license requirement

On 10 June 2025, the State Administration for Market Regulation opened the public consultation on the draft regulations on the supervision and management of live E-commerce until 10 July 2025. The regulations require that live streaming room operators obtain and prominently display valid administrative licences and market access qualifications where such documentation is mandated by law. This includes showing unified social credit codes for registered entities and valid identity numbers for individuals when relevant. Platform operators must verify the authenticity and validity of such licences through official channels before permitting commercial livestream activities and must update this information every three months. They are also required to report licensing status and credentials of operators to the competent provincial market supervision departments.