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China Issues New Compliance Rules for Live-Streaming E-Commerce

The State Administration for Market Regulation (SAMR), together with the Cyberspace Administration of China (CAC), issued the Supervision and Management Measures for Live-Streaming E-Commerce (Decree No. 117) on 18 December 2025, which took effect on 1 February 2026.


The Measures clarify the responsibilities and legal liabilities of live-streaming e-commerce platform operators and live marketers, while strengthening regulatory supervision and consumer protection. The regulations comprise 69 articles across seven chapters and are intended to promote the orderly and compliant development of China’s fast-growing live-streaming sales sector.


 It is important to note that live streaming is a major sales channel in China, widely used to market and sell products in real time, making regulatory compliance essential for successful market entry and sustainable growth.

 

For further details, please click the links below to access the full text and additional sources.

Live Streaming Measures, 2026, China Daily, 2026, State Council, 2026, HPA, China, 2026, Digital Policy Alert, 2026, Kaizen Gate, 2026, China Services, 2026




#DigitalMarketing #Compliance #ChinaEcommerce #LiveStreamingSales #DigitalTrade #ConsumerProtection

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