China: State Administration for Market Regulation issued second batch of typical cases in the field of live e-commerce

On 8 July 2025, the State Administration for Market Regulation (SAMR) released its second set of typical cases addressing misconduct in live e-commerce. Out of the seven cases reviewed, six involved violations of rules on fair marketing and advertising practices. In the first case, Hainan Juguangzhongda E-commerce Consulting was found guilty of false advertising and received a CNY 2 million fine and was ordered to cease operations. The second case involved Guangzhou Zhiyuan Supply Chain Co, which failed to disclose its business license during a live stream and made misleading claims about its products. The company was fined CNY 400,000. In the third case, Ningbo Youduo Household Products manipulated a payment-based ranking system that determined customer eligibility for discounts and refunds. It was fined CNY 117’900. In the fourth case, an individual named He XX was fined CNY 184,500 for artificially inflating viewership figures across fourteen live streams. Chengdu Fanxing Media, the subject of the fifth case, falsely promoted a jacket brand as a top online seller without substantiation and was fined CNY 280’000. In the sixth case, Pan XX falsely claimed that their quilts contained imported materials and misrepresented the company’s achievements. The Nantong Haimen District Market Regulatory Bureau imposed a fine of CNY 200’000.