China: State Administration for Market Regulation and State Internet Information Office adopted Supervision and Management Measures for Live Streaming E-commerce (Order No. 117) including user identification requirement

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, defining 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. The Measures require platform operators to verify, register, and maintain real identity information of live-streaming room operators, including names, unified social credit codes or ID numbers, actual business addresses, contact details, and administrative licences, with updates at least every six months. Platforms must ensure verified identity information for live-streaming marketers before their first session, operate dynamic identity verification systems, deny services to non-compliant personnel, and submit prescribed identity data to provincial market supervision authorities each January and July. Live streaming room operators must verify sellers’ identities, licences, certifications, product qualifications, and marketing language, verify marketers’ identities and affiliations, retain records for at least three years, submit verified marketer information to platforms before each live stream, and ensure account names, profiles, titles, and settings comply with law and do not mislead consumers or harm public interests.