China: Supervision and Management Measures for Live Streaming E-commerce (Order No. 117) including fair marketing and advertising practices enter into force
Description
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 o…
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
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2025-06-10
in consultation
2025-07-10
processing consultation
2025-12-18
adopted