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 content moderation regulation

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 strengthen content management, establish content review mechanisms, and maintain a healthy ecosystem. Platforms must implement systems to handle illegal activities, including warnings, function restrictions, traffic limits, suspension, account closure, re-registration bans, and blacklisting, with measures proportionate to harm and reported to competent authorities. Platforms must establish risk identification systems, dynamic monitoring, blacklist mechanisms, complaint handling systems, and measures against AI-generated false or misleading promotions, while providing technical support for timely information disclosure updates. Live streaming room operators must conduct pre-event compliance reviews, correct errors in real time, manage interactive content, display pricing information transparently, refrain from selling illegal goods or services, and comply with AI labelling obligations. Platforms must take necessary measures where goods or services threaten consumer safety or rights.