---
title_en: "Administrative Measures for the Supervision of Live-Streaming E-Commerce"
title_zh: "直播电商监督管理办法"
hierarchy: "rule"
issuing_body: "State Administration for Market Regulation"
adopted_date: 2025-12-18
effective_date: 2026-02-01
status: "effective"
related_laws: ["pipl"]
domains: ["industrial", "data-economy"]
url: https://datacompliancechina.com/laws/live-streaming-ecommerce-measures/
summary: "These Measures establish the supervisory framework for live-streaming e-commerce in China, allocating obligations among platform operators, live-streaming-room operators, live-streaming marketing personnel and their service agencies. They impose real-identity verification and registration, periodic reporting of identity information to market-regulation authorities, graded and classified management, transaction-information retention of at least three years, prohibitions on false or misleading commercial publicity (including via AI), AI-generated-persona labeling, and consumer-rights and credit-supervision mechanisms. Jointly issued by the State Administration for Market Regulation and the Cyberspace Administration of China as Order No. 117 and effective February 1, 2026."
---

> **Source: Data Compliance China** — https://datacompliancechina.com/laws/live-streaming-ecommerce-measures/ · English rendering and annotations by DCC; the Chinese original governs. Cite as: Data Compliance China, "Administrative Measures for the Supervision of Live-Streaming E-Commerce", https://datacompliancechina.com/laws/live-streaming-ecommerce-measures/
**Promulgated by:** State Administration for Market Regulation and Cyberspace Administration of China.  
**Document No.:** Order No. 117 of the State Administration for Market Regulation and the Cyberspace Administration of China.  
**Issued December 18, 2025. Effective February 1, 2026.**

---

## Chapter I General Provisions

**Article 1.** These Measures are formulated in accordance with the E-Commerce Law of the People's Republic of China, the Law of the People's Republic of China on the Protection of Consumer Rights and Interests, the Cybersecurity Law of the People's Republic of China and other laws, in order to strengthen the supervision and administration of live-streaming e-commerce, protect the legitimate rights and interests of consumers and business operators, and promote the healthy development of live-streaming e-commerce.

**Article 2.** These Measures apply to engaging in live-streaming e-commerce activities within the territory of the People's Republic of China, and to the supervision and administration thereof by the market regulation and cyberspace administration authorities in accordance with their duties.

"Live-streaming e-commerce" as referred to in these Measures means business activities of selling goods or providing services through websites, applications and the like, in the form of video live-streaming, audio live-streaming, or a combination of multiple live-streaming forms.

"Live-streaming e-commerce platform operator" as referred to in these Measures means a legal person or unincorporated organization that, in live-streaming e-commerce activities, provides services such as an online business premises, transaction matching and information publication, for both or multiple parties to a transaction to independently carry out transaction activities.

"Live-streaming-room operator" as referred to in these Measures means a natural person, legal person or unincorporated organization that registers an account on a live-streaming e-commerce platform, or that opens a live-streaming room through a self-built website or other network service, to engage in live-streaming e-commerce activities. A party that actually operates another's live-streaming room shall also perform the corresponding obligations of a live-streaming-room operator in accordance with these Measures.

"Live-streaming marketing personnel" as referred to in these Measures means natural persons who, in live-streaming e-commerce activities, carry out the publicity and promotion of goods or services directly facing the general public.

"Live-streaming marketing personnel service agency" as referred to in these Measures means an agency that provides services such as planning, operation, brokerage, training and technical support for live-streaming marketing personnel to engage in live-streaming e-commerce activities.

**Article 3.** Engaging in live-streaming e-commerce activities shall follow the principles of voluntariness, equality, fairness and good faith, comply with laws, regulations, rules, commercial ethics and public order and good morals, fairly participate in market competition, accept government supervision and social supervision, and create a sound live-streaming e-commerce ecosystem.

**Article 4.** The supervision and administration of live-streaming e-commerce shall adhere to the principles of encouraging innovation, strictly observing the bottom line, and integrated online-and-offline supervision, create a market environment conducive to the healthy development of live-streaming e-commerce, and give full play to the important role of live-streaming e-commerce in promoting high-quality development and meeting the people's ever-growing needs for a better life.

**Article 5.** Live-streaming e-commerce platform operators and live-streaming-room operators are encouraged to establish and improve systems such as first-inquiry responsibility, advance compensation, and online dispute resolution, so as to promptly prevent and resolve consumer disputes in the field of live-streaming e-commerce.

Relevant industry organizations are encouraged to strengthen industry self-discipline, establish and improve industry norms, promote industry integrity development, and supervise and guide business operators in the industry to fairly participate in market competition and consciously safeguard the legitimate rights and interests of consumers.

Consumer organizations are encouraged to strengthen social supervision of live-streaming e-commerce activities and safeguard the legitimate rights and interests of consumers.

## Chapter II Live-Streaming E-Commerce Platform Operators

**Article 6.** Live-streaming e-commerce platform operators shall establish and improve mechanisms for the registration and deregistration of live-streaming accounts, norms for transaction conduct within the platform, the assurance of goods and service quality, consumer-rights protection, personal-information protection, network and data security protection, and the management of live-streaming-room operators, live-streaming marketing personnel and live-streaming marketing personnel service agencies.

Live-streaming e-commerce platform operators shall strengthen the management of live-streaming e-commerce information content, establish and improve content-review mechanisms, and create a sound live-streaming e-commerce ecosystem.

**Article 7.** Live-streaming e-commerce platform operators shall follow the principles of openness, fairness and impartiality, formulate platform service agreements and transaction rules (hereinafter referred to as platform rules), clarify the rights and obligations of live-streaming e-commerce platform operators, live-streaming-room operators, live-streaming marketing personnel, live-streaming marketing personnel service agencies and other entities, and remind the relevant entities in a conspicuous manner of content that has a major interest relationship with them.

Live-streaming e-commerce platform operators shall, in the platform rules, require live-streaming-room operators and live-streaming marketing personnel service agencies to standardize the recruitment, training, use and management of live-streaming marketing personnel.

**Article 8.** Live-streaming e-commerce platform operators shall require live-streaming-room operators applying to enter the platform to engage in live-streaming e-commerce activities to provide true information such as their name, unified social credit code (ID document number), actual business address, contact information and administrative licenses, and shall verify, register and establish registration files for such information, and verify and update it at least once every six months.

Live-streaming e-commerce platform operators shall require live-streaming-room operators, before live-streaming marketing personnel live-stream for the first time, to provide the verified-and-confirmed identity information of such personnel, including their name, ID document number, habitual residence address, contact information, affiliated live-streaming marketing personnel service agency, as well as professional qualifications, occupation and position related to live-streaming marketing, and shall provide technical support for and supervise the live-streaming-room operators' performance of the verification obligation.

Live-streaming e-commerce platform operators shall establish and implement a dynamic verification system for the true identity of live-streaming marketing personnel, and shall not provide relevant services to personnel whose identity does not match the true identity or who, in accordance with relevant State provisions, are not permitted to engage in live-streaming e-commerce activities.

**Article 9.** Live-streaming e-commerce platform operators shall, in January and July of each year respectively, submit the following identity information of live-streaming-room operators and live-streaming marketing personnel to the provincial market regulation authority of the place where the platform is domiciled:

(I) for live-streaming-room operators that have completed business-entity registration, the name, unified social credit code, actual business address, contact information, live-streaming account and other information;

(II) for live-streaming-room operators that have not completed business-entity registration, the name, ID document number, actual business address, contact information, live-streaming account and other information;

(III) for live-streaming marketing personnel, the name, ID document number, habitual residence address, contact information, affiliated live-streaming marketing personnel service agency, as well as professional qualifications, occupation and position related to live-streaming marketing, and other information.

**Article 10.** Live-streaming e-commerce platform operators shall establish and improve a training mechanism for live-streaming marketing personnel, and conduct training for live-streaming marketing personnel annually; before providing live-streaming services to live-streaming marketing personnel engaging in live-streaming e-commerce activities for the first time, they shall organize training on laws, regulations and rules related to online transactions and online information security, as well as product quality and safety, consumer-rights protection, platform rules, and the like. Live-streaming marketing personnel shall not engage in fraud during training or refuse to participate in training.

Live-streaming e-commerce platform operators shall annually organize live-streaming-room operators and live-streaming marketing personnel service agencies to study laws, regulations and rules related to online transactions and online information security, and promptly notify them of the work requirements of relevant authorities.

**Article 11.** Live-streaming e-commerce platform operators shall, through platform rules, establish and improve a graded and classified management system for live-streaming-room operators, and take corresponding management measures according to the compliance status, follower and visit volume, transaction scale, the type of goods or services sold, and other indicators of the live-streaming-room operators. Among them, for live-streaming-room operators with many followers, a large transaction scale, strong influence of live-streaming marketing personnel, repeated illegal conduct, or that engage in live-streaming e-commerce activities involving goods or services bearing on the life and health of consumers, management measures such as technical monitoring and real-time inspection shall be taken.

Live-streaming e-commerce platform operators are encouraged to establish and improve a credit-evaluation indicator system for live-streaming-room operators, incorporate into the credit-evaluation indicator system the information on the directory of business operators with abnormal operations, the list of those seriously in breach of law and trust, administrative penalties, credit repair, and the like, lawfully shared or notified by the market regulation and cyberspace administration authorities, and take corresponding management measures according to the credit-evaluation results.

**Article 12.** Live-streaming e-commerce platform operators shall, through platform rules, establish and improve a system for the disposal of illegal conduct within the platform, clarifying the specific circumstances and procedures for taking disposal measures — such as warning, function restriction, traffic restriction, suspension of live-streaming, suspension of live-streaming for a specified period, account closure, prohibition of re-registering accounts, and inclusion in a blacklist — against live-streaming-room operators, live-streaming marketing personnel and live-streaming marketing personnel service agencies that violate laws, regulations and rules, as well as the corresponding remedy channels. The type and degree of the disposal measures taken shall be commensurate with the facts, nature, circumstances and degree of social harm of the illegal conduct concerned.

Where the market regulation or cyberspace administration authority, after investigation and verification, notifies the live-streaming e-commerce platform operator of the illegal conduct of the relevant live-streaming-room operator, live-streaming marketing personnel or live-streaming marketing personnel service agency, the live-streaming e-commerce platform operator shall, in accordance with relevant laws, regulations and rules and the platform rules, promptly take corresponding disposal measures in accordance with the preceding paragraph.

Where a live-streaming e-commerce platform operator takes disposal measures, it shall keep the relevant records, promptly report to the market regulation and cyberspace administration authorities at or above the county level of the place where the platform is domiciled in accordance with the law, and use this as a reference for evaluating the compliance status of the live-streaming-room operator, live-streaming marketing personnel or live-streaming marketing personnel service agency. Among them, where disposal measures such as account closure, prohibition of re-registering accounts, or inclusion in a blacklist are taken, it shall simultaneously report to the provincial market regulation and cyberspace administration authorities of the place where the platform is domiciled.

**Article 13.** Live-streaming e-commerce platform operators shall establish and improve a risk-identification system, equip professional live-streaming management personnel commensurate with their business scale, strengthen the dynamic monitoring of live-streaming e-commerce activities, and promptly take disposal measures such as warning, traffic restriction and suspension of live-streaming against illegal conduct during live-streaming.

**Article 14.** Live-streaming e-commerce platform operators shall, through platform rules, establish and improve a blacklist system, and include in the blacklist live-streaming-room operators, live-streaming marketing personnel and live-streaming marketing personnel service agencies that seriously violate the laws and administrative regulations in the field of market regulation and cyberspace administration.

Where a live-streaming e-commerce platform operator includes a relevant entity in the blacklist, it shall promptly inform the entity of the facts, reasons and basis for its violation of laws and administrative regulations, the specific period of inclusion in the blacklist, and the corresponding appeal channels; where the relevant entity files an appeal, it shall conduct necessary re-examination of the matters appealed, handle them objectively and impartially, and promptly inform the relevant entity of the handling result.

Live-streaming e-commerce platform operators shall strengthen the management of the relevant entities included in the blacklist, and take necessary measures to prevent them from evading punishment during the period of inclusion in the blacklist by means such as changing accounts or re-registering accounts; upon expiration of the period of inclusion in the blacklist, they shall remove the entity from the blacklist and simultaneously lift the corresponding disposal measures.

Live-streaming e-commerce platform operators are encouraged to share blacklist-related information with one another, and take credit-management measures against the relevant entities.

**Article 15.** Live-streaming e-commerce platform operators shall provide the necessary technical support for live-streaming-room operators to perform their information-publication obligations in accordance with the law. Where the information published by a live-streaming-room operator changes, the operator shall submit the change to the live-streaming e-commerce platform operator within three working days, and the live-streaming e-commerce platform operator shall verify it within seven working days and complete the update of the published information.

**Article 16.** Live-streaming e-commerce platform operators shall ensure the integrity of transaction information by technical means. Transaction information shall include the live-streaming account, the live-streaming video playback records and live-streaming interaction information regarding the relevant goods or services, the snapshot of the goods or service details page at the time the consumer's order is formed, customer-service records, payment records, logistics and express delivery, returns and exchanges, and after-sales information. The retention period of the above transaction information shall be not less than three years from the date the transaction is completed. Where laws and administrative regulations provide otherwise, such provisions shall apply.

**Article 17.** Live-streaming e-commerce platform operators shall take effective measures to prevent and dispose of conduct by live-streaming-room operators and live-streaming marketing personnel that uses artificial intelligence and other technical means to fabricate or disseminate false or misleading commercial information, impersonate others to conduct commercial publicity, or deceive or mislead consumers and other business operators.

**Article 18.** Live-streaming e-commerce platform operators shall establish and improve a consumer-rights protection system and clarify the consumer-dispute resolution mechanism. Where a consumer dispute occurs, the live-streaming e-commerce platform operator shall, at the consumer's request, provide necessary information such as the relevant information of the live-streaming-room operator and live-streaming marketing personnel and the relevant transaction records.

**Article 19.** Where a live-streaming e-commerce platform operator knows or should know that the goods sold or services provided by a live-streaming-room operator or live-streaming marketing personnel do not meet the requirements for safeguarding personal or property safety, or that there is other conduct infringing the legitimate rights and interests of consumers, it shall take necessary measures in accordance with the law.

**Article 20.** Live-streaming e-commerce platform operators shall establish and improve a complaint mechanism, clarify the handling process and feedback time limit, promptly handle consumer complaints, and take necessary measures to identify, prevent and dispose of conduct that abuses the platform complaint mechanism in violation of the principle of good faith.

For live-streaming-room operators and live-streaming marketing personnel against whom complaints are concentrated, live-streaming e-commerce platform operators shall promptly take management measures such as technical monitoring and real-time inspection.

Live-streaming e-commerce platform operators shall use complaints verified to be true as a reference for evaluating the compliance status of live-streaming-room operators, live-streaming marketing personnel and live-streaming marketing personnel service agencies.

**Article 21.** Live-streaming e-commerce platform operators shall actively cooperate with the supervision and inspection, case investigation, accident disposal, defective-consumer-goods recall, consumer-dispute handling and other regulatory and law-enforcement activities lawfully carried out by the market regulation and cyberspace administration authorities, and truthfully provide the identity information, goods or service information, transaction information and the like of the relevant live-streaming-room operators and live-streaming marketing personnel.

**Article 22.** Where the market regulation authority lawfully conducts an investigation of a live-streaming-room operator or live-streaming marketing personnel and finds that the above entity cannot be contacted through its actual business address or habitual residence address, it shall promptly notify the live-streaming e-commerce platform operator.

The live-streaming e-commerce platform operator shall, within five working days after receiving the notification from the market regulation authority, remind the relevant live-streaming-room operator or live-streaming marketing personnel to promptly update the relevant information.

Where, after the reminder, the relevant live-streaming-room operator or live-streaming marketing personnel still fails to promptly update the relevant information, the live-streaming e-commerce platform operator shall, in accordance with the platform rules, take corresponding disposal measures against it and keep the relevant records.

After the relevant live-streaming-room operator or live-streaming marketing personnel updates the relevant information, it may, in accordance with the platform rules, apply to the platform to lift the disposal measures. The live-streaming e-commerce platform operator shall promptly lift the disposal measures after receiving the application and verifying it to be correct.

**Article 23.** Where a live-streaming e-commerce platform operator takes disposal measures against a live-streaming-room operator or live-streaming marketing personnel, it shall make proper arrangements for the order handling, after-sales service, consumer-dispute resolution and the like for the affected consumers, and assist consumers in safeguarding their rights.

**Article 24.** Where other network service providers provide all or part of the content of services such as an online business premises, transaction matching and information publication in live-streaming e-commerce activities, they shall, according to their specific service content, perform in accordance with the law the corresponding obligations that live-streaming e-commerce platform operators are required to perform under this Chapter, such as identity verification and registration, submission of relevant information, disposal and reporting of illegal conduct, retention of transaction information, assisting consumers in safeguarding their rights, and cooperating with regulation and law enforcement; those that violate the relevant provisions shall bear corresponding liability in accordance with the law.

## Chapter III Live-Streaming-Room Operators and Live-Streaming Marketing Personnel

**Article 25.** Where a live-streaming-room operator is a legal person or unincorporated organization, it shall lawfully publish, in a conspicuous position on the homepage of its live-streaming account information, true and valid information such as its name, unified social credit code, domicile and administrative licenses, or a link identifier to the above information.

Where a live-streaming-room operator is a natural person and is an individual industrial and commercial household, it shall lawfully publish, in a conspicuous position on the homepage of its live-streaming account information, true and valid information such as its name, the operator's name, unified social credit code, business premises and form of composition, or a link identifier to the above information; where it is another natural person that is lawfully not required to complete business-entity registration, it shall lawfully publish, in a conspicuous position on the homepage of its live-streaming account information, true and valid information such as its actual business address, contact information and affiliated live-streaming marketing personnel service agency, or a link identifier to the above information.

Where the relevant information changes, the live-streaming-room operator shall submit the change to the live-streaming e-commerce platform operator within three working days.

Where a live-streaming-room operator publishes information in accordance with these Measures, it shall simultaneously comply with the requirements of laws, administrative regulations and relevant State provisions on displaying account-related information.

**Article 26.** A live-streaming-room operator shall, on its live-streaming page, continuously display in a conspicuous manner information such as the name, actual business address and contact information of the business operator that actually sells the goods or provides the services, or a link identifier to such information.

Where the relevant information is displayed through a link identifier, the following requirements shall be met:

(I) set a convenient entrance in a conspicuous position on the live-streaming page, the page jumped to shall truly and completely display the information prescribed in the first paragraph, and there shall be no multiple jumps;

(II) no unreasonable access restrictions such as consecutive multiple verifications, mandatory account following, or reward interaction shall be set;

(III) reading shall not be interfered with by technical means such as pop-up windows overlaying the content.

**Article 27.** A live-streaming-room operator shall verify information such as the name, unified social credit code (ID document number), actual business address, contact information, administrative licenses, mandatory product certification, and product conformity certificate of the business operator that actually sells the goods or provides the services, strengthen the review of live-streaming product selection and marketing language and the like, and keep the relevant records for inspection. The records shall be kept for not less than three years from the date the live-streaming ends.

**Article 28.** A live-streaming-room operator shall verify the identity information of live-streaming marketing personnel, including their name, ID document number, habitual residence address, contact information, affiliated live-streaming marketing personnel service agency, as well as professional qualifications, occupation and position related to live-streaming marketing, and shall promptly verify and update it, and keep the relevant records for inspection, so as to ensure that the identity information of live-streaming marketing personnel is true and valid. The records shall be kept for not less than three years from the date the live-streaming ends.

A live-streaming-room operator shall, before each live-streaming, submit the verified-and-confirmed identity information of the live-streaming marketing personnel to the live-streaming e-commerce platform operator.

**Article 29.** The account name, avatar, profile, and the live-streaming room title, cover, set, props and the like, set and displayed by a live-streaming-room operator shall comply with the provisions of laws, regulations and rules, and shall not contain information that harms national interests and the public interest of society, violates public order and good morals, or deceives or misleads consumers.

**Article 30.** A live-streaming-room operator shall establish and improve a pre-event compliance-review mechanism, and review the displayed content, explanation content, clothing, set, props and the like before live-streaming in accordance with relevant provisions.

**Article 31.** A live-streaming-room operator shall establish and improve an error-correction mechanism for live-streaming marketing personnel, and, upon discovering that live-streaming marketing personnel have made slips of the tongue, incomplete statements, improper statements or the like, correct them on the spot and keep the records for inspection. The records shall be kept for not less than three years from the date the live-streaming ends.

A live-streaming-room operator shall manage the interactive content of the live-streaming room in real time, promptly dispose of illegal information, and lawfully keep the relevant disposal records.

**Article 32.** A live-streaming-room operator shall display in a conspicuous manner information such as the name, price and pricing unit of the goods sold, or the item, content, price and pricing method of the services provided, or a link identifier to the above information; where promotional methods such as price comparison, discount or price reduction are adopted, it shall conspicuously indicate information such as the price being compared or the calculation basis of the discount or price reduction, or a link identifier to the above information.

**Article 33.** Live-streaming-room operators and live-streaming marketing personnel shall not sell or provide the following illegal goods or services through the live-streaming room:

(I) goods or services that do not meet the requirements for safeguarding personal or property safety and the requirements for environmental protection;

(II) goods of unqualified quality, such as those adulterated, falsified, passing off fakes as genuine, or passing off inferior goods as superior;

(III) goods or services that are prohibited from trading by laws and administrative regulations, harm national interests and the public interest of society, or violate public order and good morals.

**Article 34.** Live-streaming-room operators and live-streaming marketing personnel shall not make false or misleading commercial publicity about the business entity of the goods or services, or their performance, function, quality, sales status, user evaluation, honors received, or qualifications, so as to deceive or mislead consumers and other business operators.

Live-streaming-room operators and live-streaming marketing personnel shall not use artificial intelligence and other technical means to fabricate or disseminate false or misleading commercial information, or impersonate others to conduct commercial publicity, so as to deceive or mislead consumers and other business operators.

**Article 35.** Where the live-streaming content published by a live-streaming-room operator or live-streaming marketing personnel constitutes a commercial advertisement, it shall perform the obligations of an advertisement publisher, advertisement operator or advertising spokesperson in accordance with the relevant provisions of the Advertising Law of the People's Republic of China.

The following circumstances generally constitute a commercial advertisement as referred to in the preceding paragraph:

(I) a natural person with a certain influence, other than the goods operator or service provider, recommends or certifies goods or services in its own name or image in live-streaming e-commerce activities;

(II) for the purpose of promoting goods or services, the live-streaming content introducing the goods or services is recorded, clipped or edited and then published in the form of text, images, video, audio or the like through the Internet or other media;

(III) other circumstances that constitute a commercial advertisement.

**Article 36.** Live-streaming-room operators and live-streaming marketing personnel shall not fabricate or disseminate, or instruct others to fabricate or disseminate, false information or misleading information that damages the commercial reputation or goods reputation of other business operators.

**Article 37.** Where a live-streaming-room operator uses persona images or videos generated by artificial intelligence and other technologies to engage in live-streaming e-commerce activities, it shall comply with the requirements of relevant laws, regulations, rules and mandatory national standards, label them in accordance with relevant State provisions, and continuously remind consumers that the persona images or videos are generated by artificial intelligence and other technologies.

Where the use of persona images or videos generated by artificial intelligence and other technologies in live-streaming e-commerce activities involves circumstances that violate the provisions of laws, regulations or rules, the live-streaming-room operator that manages or uses such persona images or videos shall bear liability in accordance with the law. Where laws, regulations or rules provide otherwise, such provisions shall apply.

## Chapter IV Live-Streaming Marketing Personnel Service Agencies

**Article 38.** Live-streaming marketing personnel service agencies shall establish and improve internal management systems, and standardize the recruitment, training, use and management of live-streaming marketing personnel.

**Article 39.** Live-streaming marketing personnel service agencies shall improve the recruitment mechanism for live-streaming marketing personnel, and verify the identity information of live-streaming marketing personnel, including their name, ID document number, habitual residence address, contact information, as well as professional qualifications, occupation and position related to live-streaming marketing.

**Article 40.** Live-streaming marketing personnel service agencies shall sign agreements with live-streaming marketing personnel, clarifying the obligations that each is required to perform, and shall not mitigate or exempt the liability they are required to bear in accordance with the law.

**Article 41.** Live-streaming marketing personnel service agencies shall strengthen the training of live-streaming marketing personnel, and remind them of the obligations they are required to perform in accordance with the law in live-streaming e-commerce activities.

**Article 42.** Live-streaming marketing personnel service agencies shall strengthen the daily management and standardized guidance of live-streaming marketing personnel, establish and improve a system for the disposal of illegal conduct by live-streaming marketing personnel, and promptly take necessary disposal measures against the illegal conduct of live-streaming marketing personnel discovered.

**Article 43.** Where a live-streaming marketing personnel service agency cooperates with a live-streaming-room operator to carry out commercial activities, it shall verify information such as the name, unified social credit code (ID document number), actual business address, contact information and administrative licenses of the live-streaming-room operator, and sign a written agreement with it, clarifying the obligations of each in terms of live-streaming marketing personnel management, live-streaming content management, product quality review, consumer-rights protection, and the like.

**Article 44.** Live-streaming marketing personnel service agencies shall not, by means of organizing false transactions, false evaluations or the like, help live-streaming-room operators or live-streaming marketing personnel conduct false or misleading commercial publicity.

**Article 45.** Where a live-streaming marketing personnel service agency provides live-streaming product-selection services, it shall verify information such as the name, unified social credit code (ID document number), actual business address, contact information, administrative licenses, mandatory product certification, and product conformity certificate of the business operator that actually sells the goods or provides the services, and keep the relevant records for inspection. The records shall be kept for not less than three years from the date the live-streaming ends.

## Chapter V Supervision and Administration

**Article 46.** The market regulation and cyberspace administration authorities shall, in accordance with their duties, strengthen the supervision and administration of live-streaming e-commerce activities, and establish and improve work mechanisms such as lead transfer, information sharing, and joint consultation and assessment.

Where the market regulation and cyberspace administration authorities lawfully conduct supervision and administration of live-streaming e-commerce platform operators, live-streaming-room operators and live-streaming marketing personnel service agencies, the relevant business entities shall cooperate, provide the necessary data, technical support and assistance, and ensure the authenticity and accuracy of the data provided.

**Article 47.** Violations of these Measures by live-streaming e-commerce platform operators, by live-streaming-room operators engaging in live-streaming e-commerce activities through self-built websites or other network services, and by live-streaming marketing personnel service agencies shall be under the jurisdiction, according to their duties, of the market regulation and cyberspace administration authorities at or above the county level of the place where they are domiciled.

Violations of these Measures by live-streaming-room operators engaging in live-streaming e-commerce activities through a live-streaming e-commerce platform shall be under the jurisdiction, according to their duties, of the market regulation and cyberspace administration authorities at or above the county level of their actual place of business. Where the actual place of business cannot be determined, and business-entity registration has been completed, the matter shall be under the jurisdiction, according to their duties, of the market regulation and cyberspace administration authorities at or above the county level of the place where the operator is domiciled; where business-entity registration has not been completed, the matter shall be under the jurisdiction, according to their duties, of the market regulation and cyberspace administration authorities at or above the county level of the place where the live-streaming e-commerce platform operator is domiciled.

Violations of these Measures by live-streaming marketing personnel shall be under the jurisdiction, according to their duties, of the market regulation and cyberspace administration authorities responsible, in accordance with the preceding two paragraphs, for the jurisdiction over the illegal conduct of the operator of the live-streaming room where they are located.

**Article 48.** The provincial market regulation authority of the place where a live-streaming e-commerce platform operator is domiciled shall, as needed for its work, promptly share the identity information of live-streaming-room operators and live-streaming marketing personnel that it has grasped with the provincial market regulation authority of the actual place of business of the live-streaming-room operator.

**Article 49.** When the market regulation and cyberspace administration authorities investigate and handle live-streaming e-commerce activities suspected of being illegal in accordance with their duties, they may lawfully take the following measures:

(I) conduct on-site inspections of premises related to the live-streaming e-commerce activities suspected of being illegal;

(II) consult and copy contracts, vouchers, account books and other relevant materials related to the live-streaming e-commerce activities suspected of being illegal;

(III) collect, retrieve and copy electronic data related to the live-streaming e-commerce activities suspected of being illegal;

(IV) question parties such as the live-streaming e-commerce platform operator, live-streaming-room operator, live-streaming marketing personnel and live-streaming marketing personnel service agency suspected of engaging in the illegal live-streaming e-commerce activities;

(V) investigate and understand relevant circumstances from natural persons, legal persons and unincorporated organizations related to the live-streaming e-commerce activities suspected of being illegal;

(VI) other measures that may be taken as prescribed by laws and regulations.

**Article 50.** Where the market regulation or cyberspace administration authority discovers that a live-streaming-room operator, live-streaming marketing personnel or live-streaming marketing personnel service agency has conduct violating the laws, regulations and rules in the field of market regulation or cyberspace administration, and lawfully requires the live-streaming e-commerce platform operator to take necessary disposal measures, the live-streaming e-commerce platform operator shall cooperate.

**Article 51.** The market regulation authority shall lawfully implement credit supervision over live-streaming e-commerce platform operators, live-streaming-room operators, live-streaming marketing personnel, live-streaming marketing personnel service agencies and other entities, and lawfully publicize, through the National Enterprise Credit Information Publicity System, information such as their registration, filing, administrative licenses, spot-check and verification results, administrative penalties, subsistence status, and inclusion in the directory of business operators with abnormal operations and the list of those seriously in breach of law and trust in market regulation. For those with serious illegal and dishonest conduct, corresponding disciplinary measures shall be taken in accordance with the law.

The information prescribed in the preceding paragraph may also be publicized through the official website of the market regulation authority, online search engines, a conspicuous position on the homepage where the business operator engages in business activities, and the like.

The cyberspace administration authority shall lawfully include the relevant entities that commit illegal conduct with serious circumstances and bad influence in the list of those seriously in breach of trust on the Internet, and take corresponding disciplinary measures.

**Article 52.** Where a live-streaming e-commerce platform operator, live-streaming-room operator, live-streaming marketing personnel or live-streaming marketing personnel service agency falls under any of the following circumstances, the market regulation or cyberspace administration authority may, in accordance with its duties, conduct an interview with the relevant responsible person, requiring it to explain the situation and take measures to make rectifications:

(I) inadequately performing the statutory obligations related to live-streaming e-commerce;

(II) the occurrence of a major negative public-opinion incident related to live-streaming e-commerce;

(III) the market regulation or cyberspace administration authority discovering, in routine supervision and administration, problems that may have a negative impact on the order of live-streaming e-commerce;

(IV) failing to safeguard the legitimate rights and interests of consumers and other relevant parties;

(V) other circumstances requiring an interview.

## Chapter VI Legal Liability

**Article 53.** Where a live-streaming e-commerce platform operator commits any of the following acts, and the matter falls within the duties of the market regulation authority, the market regulation authority shall impose penalties in accordance with the provisions of Article 80 of the E-Commerce Law of the People's Republic of China:

(I) failing to verify and register the identity information of live-streaming-room operators in accordance with the first paragraph of Article 8 of these Measures;

(II) failing to submit relevant information in accordance with items (I) and (II) of Article 9 of these Measures;

(III) failing to perform the transaction-information retention obligation prescribed in Article 16 of these Measures.

**Article 54.** Where a live-streaming e-commerce platform operator commits any of the following acts, and laws or administrative regulations so provide, such provisions shall apply; where laws and administrative regulations do not so provide and the matter falls within the duties of the market regulation authority, the market regulation authority shall order rectification within a time limit; where the operator refuses to make rectification or the circumstances are serious, a fine of not less than RMB 10,000 but not more than RMB 100,000 shall be imposed:

(I) failing to verify the true identity of live-streaming marketing personnel in accordance with the third paragraph of Article 8 of these Measures;

(II) failing to submit relevant information in accordance with item (III) of Article 9 of these Measures;

(III) failing to perform the training obligation prescribed in Article 10 of these Measures;

(IV) failing to establish and improve a graded and classified management system for live-streaming-room operators in accordance with the first paragraph of Article 11 of these Measures;

(V) failing to establish and improve a system for the disposal of illegal conduct within the platform in accordance with Article 12 of these Measures;

(VI) failing to establish and improve a risk-identification system in accordance with Article 13 of these Measures;

(VII) failing to establish and improve a blacklist system in accordance with Article 14 of these Measures;

(VIII) failing to take effective measures to prevent and dispose of relevant false commercial-publicity conduct in accordance with Article 17 of these Measures;

(IX) failing to perform the reminder and disposal obligations prescribed in Article 22 of these Measures.

**Article 55.** Where a live-streaming e-commerce platform operator violates Article 18 of these Measures, and the matter falls within the duties of the market regulation authority, the market regulation authority shall impose penalties in accordance with the provisions of the first paragraph of Article 50 of the Regulation for the Implementation of the Law of the People's Republic of China on the Protection of Consumer Rights and Interests.

**Article 56.** Where a live-streaming e-commerce platform operator violates Article 19 of these Measures by failing to take necessary measures against conduct by live-streaming-room operators or live-streaming marketing personnel that infringes the legitimate rights and interests of consumers, the market regulation authority shall impose penalties in accordance with the provisions of Article 83 of the E-Commerce Law of the People's Republic of China.

**Article 57.** Where a live-streaming-room operator fails to perform the information-publication obligations prescribed in the first to third paragraphs of Article 25 of these Measures, the market regulation authority shall impose penalties in accordance with the provisions of Article 76 of the E-Commerce Law of the People's Republic of China.

**Article 58.** Where a live-streaming-room operator fails to perform the information-display obligations prescribed in Article 26 of these Measures, and laws or administrative regulations so provide, such provisions shall apply; where laws and administrative regulations do not so provide and the matter falls within the duties of the market regulation authority, the market regulation authority shall order rectification within a time limit; where rectification is not made within the time limit, a fine of not more than RMB 10,000 shall be imposed.

**Article 59.** Where a live-streaming-room operator commits any of the following acts, and laws or administrative regulations so provide, such provisions shall apply; where laws and administrative regulations do not so provide and the matter falls within the duties of the market regulation authority, the market regulation authority shall order rectification within a time limit; where the operator refuses to make rectification or the circumstances are serious, a fine of not less than RMB 10,000 but not more than RMB 100,000 shall be imposed:

(I) failing to perform the verification obligations prescribed in Articles 27 and 28 of these Measures;

(II) failing to set and display the account name, avatar, profile, and live-streaming room title, cover, set, props and the like in accordance with Article 29 of these Measures;

(III) failing to establish and improve a pre-event compliance-review mechanism in accordance with Article 30 of these Measures;

(IV) failing to establish and improve an error-correction mechanism for live-streaming marketing personnel in accordance with Article 31 of these Measures;

(V) failing to perform the labeling obligation prescribed in the first paragraph of Article 37 of these Measures.

**Article 60.** Where a live-streaming-room operator violates Article 32 of these Measures, the market regulation authority shall impose penalties in accordance with the Price Law of the People's Republic of China and the Provisions on Administrative Penalties for Price-Related Violations.

**Article 61.** Where a live-streaming-room operator or live-streaming marketing personnel violates Article 33 of these Measures by selling or providing relevant illegal goods or services through the live-streaming room, and laws or administrative regulations so provide, such provisions shall apply; where laws and administrative regulations do not so provide and the matter falls within the duties of the market regulation authority, the market regulation authority shall order rectification within a time limit and impose a fine of not less than RMB 10,000 but not more than RMB 100,000.

**Article 62.** Where a live-streaming-room operator, live-streaming marketing personnel or live-streaming marketing personnel service agency violates Article 34 or Article 44 of these Measures, the market regulation authority shall impose penalties in accordance with the provisions of the first paragraph of Article 25 of the Anti-Unfair Competition Law of the People's Republic of China; where false advertising is involved, penalties shall be imposed in accordance with the provisions of Article 55 of the Advertising Law of the People's Republic of China.

Where a live-streaming-room operator or live-streaming marketing personnel violates Article 36 of these Measures, the market regulation authority shall impose penalties in accordance with the provisions of Article 28 of the Anti-Unfair Competition Law of the People's Republic of China.

**Article 63.** Where live-streaming marketing personnel violate Articles 33, 34 and 36 of these Measures, and the conduct is a job-related act, the unit to which they belong shall bear the corresponding administrative liability; however, this shall not apply where there is evidence proving that the conduct of the live-streaming marketing personnel is unrelated to their job-related act.

**Article 64.** Where a live-streaming marketing personnel service agency fails to perform the verification obligations prescribed in Articles 39, 43 and 45 of these Measures, or fails to strengthen the daily management and standardized guidance of live-streaming marketing personnel in accordance with Article 42 of these Measures, and laws or administrative regulations so provide, such provisions shall apply; where laws and administrative regulations do not so provide and the matter falls within the duties of the market regulation authority, the market regulation authority shall order rectification within a time limit; where the agency refuses to make rectification or the circumstances are serious, a fine of not less than RMB 10,000 but not more than RMB 100,000 shall be imposed.

**Article 65.** Where, in live-streaming e-commerce activities, illegal information is produced, reproduced, published or disseminated, or measures are not taken to prevent and resist the production, reproduction, publication or dissemination of harmful information, the cyberspace administration authority shall, in accordance with its duties, impose penalties in accordance with the provisions of the Cybersecurity Law of the People's Republic of China, the Measures for the Administration of Internet Information Services and other laws and administrative regulations.

Where there is a violation of Articles 6 to 8, Article 10, the first paragraph of Article 11, Article 12, Article 13, the first to third paragraphs of Article 14, Article 16, Article 17, the fourth paragraph of Article 25, Article 27, Articles 29 to 31, Article 34, Article 36, Article 37, and Articles 41 to 44 of these Measures, and the matter falls within the duties of the cyberspace administration authority, the cyberspace administration authority shall impose penalties in accordance with the provisions of the Cybersecurity Law of the People's Republic of China, the Measures for the Administration of Internet Information Services and other laws and administrative regulations; where laws and administrative regulations do not so provide, the cyberspace administration authority shall order rectification within a time limit; where rectification is refused or the circumstances are serious, a fine of not less than RMB 10,000 but not more than RMB 100,000 shall be imposed, and the provision of relevant services may be ordered to be suspended.

**Article 66.** Where the performance of duties by the market regulation or cyberspace administration authority in accordance with these Measures is obstructed, or regulation and law enforcement are refused or hindered, and laws, administrative regulations or departmental rules so provide, such provisions shall apply; where laws, administrative regulations and departmental rules do not so provide, the market regulation or cyberspace administration authority shall, in accordance with its duties, order rectification, and may impose a fine of not less than RMB 1,000 but not more than RMB 10,000 on an individual, or a fine of not less than RMB 10,000 but not more than RMB 100,000 on a unit.

**Article 67.** Where a violation of these Measures is suspected of constituting a crime, the matter shall be transferred to the judicial authorities for the pursuit of criminal liability in accordance with the law.

## Chapter VII Supplementary Provisions

**Article 68.** Where the supervision and administration of live-streaming e-commerce activities lawfully falls within the duties of other relevant departments, such other relevant departments shall implement it in accordance with relevant provisions.

**Article 69.** These Measures shall come into force on February 1, 2026.