China: State Administration for Market Regulation and the State Internet Information Office adopted Supervision and Management Measures for Live Streaming E-commerce (Order No. 117) including fair marketing and advertising practices
Description
State Administration for Market Regulation and the State Internet Information Office adopted Supervision and Management Measures for Live Streaming E-commerce (Order No. 117) including fair marketing and advertising practices
On 18 December 2025, the State Administration for Market Regulation and the State Internet Information Office adopted the Supervision and Management Measures for Live Streaming E-commerce, which enter into force on 1 February 2026. The Measures defi…
Scope
Policy Area
Consumer protection
Policy Instrument
Fair marketing and advertising practice requirement
Regulated Economic Activity
platform intermediary: e-commerce
Implementation Level
national
Government Branch
executive
Government Body
competition authority
Complete timeline of this policy change
Hide details
2025-06-10
in consultation
2025-07-10
processing consultation
2025-12-18
adopted