China mulls measures to regulate livestream e-commerce

BEIJING -- Public opinion on regulations for the supervision and administration of livestream e-commerce is being solicited, China's top market regulator announced on Tuesday.

The State Administration for Market Regulation said that it has drafted the regulations in collaboration with the Cyberspace Administration of China to enhance livestream e-commerce supervision and administration, safeguard the legitimate rights and interests of consumers and operators, and promote the healthy development of the sector.

The regulations require livestream e-commerce platform operators to enhance identity verification and qualification reviews for livestream room operators, livestream marketing services agencies and livestream marketing personnel.

Livestream marketing personnel are required to provide real, accurate and comprehensive introductions to products or services, and must not cheat or mislead consumers.

Operators of e-commerce platforms should cooperate with relevant authorities to take measures against those who violate market supervision or internet-related laws and regulations, the top market regulator said, emphasizing the legal responsibilities that should be borne for failing to meet legal obligations.

The regulator said it will improve the content of the regulations based on feedback from public consultations, and it will implement them as soon as possible.