China: State Administration for Market Regulation highlighted enforcement cases in live e-commerce over fair marketing and advertising practice requirements

On 8 July 2025, the State Administration for Market Regulation highlighted enforcement cases against live e-commerce operators for false advertising, unfair competition, and product safety violations to strengthen online consumer protection and fair competition. The cases focused on online training services and live broadcasting, including Juguang Zhongda E-Commerce. Key actions included fines, business licence revocations, and orders to cease false or misleading advertising, fabricated viewership, improper prize sales, and unsafe product sales. Penalties ranged from RMB 4,877.6 to RMB 2 million, with obligations imposed such as correcting business licence disclosures, ensuring truthful advertising and halting deceptive sales tactics.