China: Supervision and Management Measures for Live Streaming E-commerce (Order No. 117) including fair marketing and advertising practices enter into force

On 1 February 2026, the Supervision and Management Measures for Live Streaming E-commerce enter into force. The Measures define live-streaming e-commerce as business activities that sell goods or provide services through websites, applications, or other means using video live streaming, audio live streaming, or a combination of these methods. Article 34 of the Measures prohibit live streaming room operators and live streaming marketers from making false or misleading commercial promotions concerning the business entity, performance, functions, quality, sales, user reviews, past honours, or qualifications of goods or services. They also prohibit the use of artificial intelligence or other technologies to fabricate or disseminate false or misleading commercial information, impersonate others for commercial promotion, or deceive or mislead consumers or other operators. Under Article 35, where live streaming content constitutes commercial advertising, the publisher, operator, or spokesperson obligations under the Advertising Law of the People’s Republic of China apply. Commercial advertisements include endorsements by influential natural persons, republished promotional live-stream content in other media formats, and other advertising circumstances. The Measures further prohibit fabricating or disseminating false or misleading information that harms the business or product reputation of other operators.