China: State Administration for Market Regulation opened investigation into Chengdu Kuaigou Technology's compliance with E-Commerce Law

On 19 September 2025, the State Administration for Market Regulation (SAMR) opened an investigation into Chengdu Kuaigou Technology for alleged violations of the E-Commerce Law and other relevant regulations. The decision follows a preliminary review that identified irregularities in the livestreaming e-commerce sector. SAMR notes that while livestreaming e-commerce contributes to innovation, consumption, and employment, the sector also faces persistent challenges due to diverse market participants, complex legal relationships, and limited accountability. Reported issues include false marketing and counterfeit goods, which continue to raise public concern. According to SAMR, the investigation reflects the CPC Central Committee and the State Council’s emphasis on strengthening governance of the platform economy. The SAMR specified that the objective is to reinforce platform responsibilities, safeguard the rights of consumers and SMEs, and improve compliance across the livestreaming e-commerce industry.