Two departments jointly issued the management measures for the supervision of live e-commerce, defining the "bottom line of behavior" for live e-commerce.

Recently, the State Administration for Market Regulation and the Cyberspace Administration of China jointly issued the "Supervision and Management Measures for Live E-commerce", which will be implemented from February 1, 2026. The "Measures" focus on four main subjects: operators of live e-commerce platforms, operators of live streaming rooms, live marketing personnel, and service agencies for live marketing personnel, emphasizing the responsibility and obligations, setting boundaries for behavior, and improving the regulatory mechanism. In terms of strengthening the responsibilities of live streaming room operations and live marketing personnel, the "Measures" specify the obligations of operators of live streaming rooms in terms of information disclosure, verification of the actual operator information, verification of the identity of live marketing personnel, real-time management of interactive content in live streaming rooms, pre-compliance review, implementation of transparent pricing, etc. The "Measures" also define red lines for operators of live streaming rooms and live marketing personnel, specifying that they must not engage in false advertising, commercial defamation, or the sale or provision of illegal goods or services. For the full text, please refer to the original document published by the State Administration for Market Regulation and the Cyberspace Administration of China, effective from February 1, 2026.