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 competition authority governance

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, which will enter into force on 1 February 2026. 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 both. The Measures require live-streaming e-commerce platform operators to cooperate with market supervision and administration departments and cyberspace administration departments in supervision, inspections, investigations, recalls, and dispute handling, and to truthfully provide identity, transaction, and goods or services information. Under Article 22, authorities which discover that operators or marketers cannot be contacted through the provided details must notify platform operators, which must issue reminders within five working days of being notified by authorities and take further measures if information is not updated as a result. Chapter V of the Measures establishes a supervision framework and investigative powers. Finally, the legal liability framework is contained in Chapter VI. Possible measures include rectification orders, service suspension, and administrative fines, including fines of CNY 10'000 to CNY 100'000 for multiple platform, operator, marketer, and service agency violations, fines of up to CNY 10'000 for certain information display failures, fines of CNY 1'000 to CNY 10'000 for individuals and CNY 10'000 to CNY 100'000 for entities obstructing enforcement, and referral for criminal prosecution where a crime is suspected.