China vows regulations for e-commerce livestreams

China’s market regulator pledged to introduce new regulations this year for livestream e-commerce to tighten oversight and standardize transactions in the rapidly growing sector.

Consumers have raised concerns over counterfeit and substandard goods in China’s booming livestream e-commerce sector, as some influencers engage in misleading marketing and hype-driven promotions, said Luo Wen, the director of the State Administration for Market Regulation, at the country's annual parliamentary meeting on Wednesday.

The authority pledged to crack down on such practices to ensure fair competition and improve the quality of online retail products, Luo said.

STAFF REPORTER