China: State Administration for Market Regulation closes consultation on draft measures on supervision and administration of implementation of food safety subject responsibility in live e-commerce

On 31 August 2025, the State Administration for Market Regulation (SAMR) closes the consultation on the regulations on the supervision and administration of the implementation of food safety subject responsibilities in live e-commerce. The draft regulations, structured into five chapters and twenty-five articles, were developed to implement full-chain food safety regulatory requirements in the live e-commerce sector, assigning defined responsibilities to live e-commerce platform operators, live room operators, live marketing personnel service agencies, and live marketing personnel. The text specifies the scope of application, access requirements, and platform obligations for maintaining records, training personnel, retaining transaction and inspection data, and implementing dynamic risk monitoring. It also sets operational requirements for live room operators and service agencies, prescribes marketing conduct standards, prohibits the sale of unsafe food, and includes consumer protection, complaint-handling, and joint liability mechanisms. Furthermore, the draft establishes supervisory and inspection measures, interdepartmental coordination, sampling procedures, credit supervision, and enforcement through penalties in accordance with the Food Safety Law of the People’s Republic of China, the E-Commerce Law of the People’s Republic of China, the Advertising Law of the People’s Republic of China, and other applicable legislation.