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 organisational 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 live-streaming e-commerce platform operators to establish annual training mechanisms for live-streaming marketing personnel, with mandatory pre-service training for first-time participants covering online transaction law, network information security, product quality and safety, consumer rights protection, and platform rules. Platforms should also organise annual training for live-streaming room operators and live-streaming marketing personnel service agencies. Platforms must implement tiered and categorised management of live-streaming room operators based on compliance, traffic, transaction volume, goods or services, and risk indicators, with enhanced monitoring and real-time inspections for high-impact or high-risk activities. Platforms are encouraged to apply credit evaluation systems and must provide technical support for information disclosure updates within statutory time limits. Service agencies must standardise recruitment, training, management, verification, contracting, daily supervision, cooperation arrangements, and product selection checks, prohibit fake transactions or reviews, and retain verification records for at least three years.