On June 10, 2025, the State Administration for Market Regulation (SAMR) issued the Measures on Supervision and Administration of Live E-Commerce (Draft for Comments) (hereafter referred to as the Measures). The draft is now open for public comment, with feedback due by July 10, 2025.

The purpose of these regulations is to further standardize the market order in the live e-commerce sector, protect the legitimate rights and interests of stakeholders, and promote the healthy development of the industry. The Measures comprise seven chapters and a total of 57 articles, outlined as follows.

• Chapter 1: General Provisions

• Chapter 2: Live E-commerce Platform Operators

• Chapter 3: Livestream Room Operators

• Chapter 4: Livestream Marketing Service Agencies and Personnel

• Chapter 5: Supervision and Administration

• Chapter 6: Legal Liability

• Chapter 7: Supplementary Provisions