Regulations to be Introduced for Livestream E-Commerce in China
China’s top market regulator has begun soliciting public opinion on regulations regarding the supervision and administration of livestream e-commerce.
The State Administration for Market Regulation (SAMR) is working on the regulations in cooperation with the Cyberspace Administration of China. The regulation aims to strengthen the supervision and administration of livestream e-commerce, protect the legal rights and interests of consumers and operators, and promote the healthy development of the sector. It announced that the regulations had been drafted.
Identity Verification to Be Mandatory in Livestream E-Commerce
The new regulations make it mandatory for livestream platform operators to enhance identity verification and qualification reviews for livestream room operators, livestream marketing service agencies, and livestream marketing personnel. In addition, livestream marketing personnel are required to provide accurate, truthful, and comprehensive information about the products or services they promote, and they must not mislead consumers.
SAMR stated that livestream e-commerce platform operators must cooperate with relevant authorities to take action against those who violate market supervision or internet-related laws and regulations. It also emphasized the legal responsibilities that may arise from failing to fulfill legal obligations.
The content of the regulations will be improved based on feedback from the public and will be implemented as soon as possible.
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