On December 18, 2025, China’s State Administration for Market Regulation issued the finalized Measures on Supervision and Administration of Live E-Commerce, which will take effect on February 1, 2026. The regulation applicable to live-streaming e-commerce activities in China.

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 69 articles, outlined as follows.

• Chapter 1: General Provisions

• Chapter 2: Live E-commerce Platform Operators

• Chapter 3: Livestream Room Operators and Livestream Marketing Personnel

• Chapter 4: Livestream Marketing Service Agencies

• Chapter 5: Supervision and Administration

• Chapter 6: Legal Liability

• Chapter 7: Supplementary Provisions