Livestream commerce compliance in China rests on three pillars: hosts must be at least 16 years old and follow a 23-item conduct code, sellers must verify suppliers and keep livestream recordings for at least 3 years, and platforms face fines of RMB 10,000 to 50,000 for failing to police unlawful advertising. For foreign brands entering China, these duties are not optional paperwork — they shape how you contract with agencies, what claims your hosts may make, and how long your records must survive an audit.
This guide maps the obligations across the four regulated roles defined by Chinese regulators, so you can allocate responsibility before your first broadcast.
Quick Facts
| Metric | Value |
|---|---|
| Minimum age for livestream sellers (hosts) | 16 years (guardian consent required for ages 16–18), per 2021 Measures |
| Livestream video retention period | At least 3 years from the end of each broadcast, per 2021 Measures |
| Advertising archive retention (self-published ads) | At least 3 years from the end of the publishing activity, per 2023 Measures |
| Administrative fine for platforms failing to stop unlawful ads | RMB 10,000–50,000, per 2023 Measures |
| False advertising fine (advertiser, ad fee calculable) | 3–5 times the advertising fee, per Advertising Law |
| False advertising fine (ad fee incalculable or clearly low) | RMB 200,000–1,000,000, per Advertising Law |
| Aggravated false advertising (3+ violations in 2 years or serious cases) | 5–10 times the fee or RMB 1,000,000–2,000,000, plus possible license revocation |
| Prohibited conduct items for hosts | 31 items across two regulations (8 + 23), per 2021 Measures and 2022 Host Code |
| Professional-qualification rule | Medical, financial, legal and education livestreams require licensed practitioners, per 2022 Host Code |
| Key regulation effective dates | 2021 (Marketing Measures), 2022 (Host Code), 2023-05-01 (Advertising Measures) |
Who Are the Four Regulated Parties in a Chinese Livestream?
Chinese regulators define four distinct roles in livestream selling: the livestream marketing platform (including e-commerce platforms), the livestream room operator, the livestream marketing personnel (the host), and the host's agency (MCN). Each role carries separate duties, so your contracts must assign them explicitly.
[Source: Measures for the Administration of Livestream Marketing (Trial), Cyberspace Administration of China, 2021]
The framework was issued jointly by seven government departments and took effect in April 2021, covering commercial marketing conducted via video, audio and graphic livestreams. Because the roles overlap in practice — a brand that hosts its own stream is simultaneously operator and seller — you should map each duty to a named entity before launch.
[Source: Measures for the Administration of Livestream Marketing (Trial), Cyberspace Administration of China, 2021]
What Must a Seller (Merchant) Do Before and During a Livestream?
Sellers must verify supplier identity, address, contact details, administrative licenses and credit status, and retain those records for inspection. They must also handle after-sales requests promptly — deliberately delaying or refusing legitimate consumer claims is prohibited.
[Source: Measures for the Administration of Livestream Marketing (Trial), Articles 22–23, Cyberspace Administration of China, 2021]
Three seller duties deserve particular attention:
| Seller Duty | What It Requires | Source |
|---|---|---|
| Supplier verification | Check identity, address, contact information, administrative licenses and credit records; keep documentation on file | Measures for Livestream Marketing (Trial), Art. 22 |
| After-sales obligations | No intentional delay or unjustified refusal of consumer requests | Measures for Livestream Marketing (Trial), Art. 23 |
| Written MCN agreements | Sign written contracts covering information security, product quality review and consumer protection | Measures for Livestream Marketing (Trial), Art. 24 |
If you engage an agency, the written agreement is mandatory — an oral arrangement leaves both sides exposed. Our advisory team can outline a due-diligence checklist for supplier verification and agency contracting tailored to your product category.
What Are the Rules for Hosts and Influencers?
Hosts must be natural persons at least 16 years old; those aged 16 to 18 need guardian consent. They must register under real-name rules, declare income truthfully and pay taxes, and follow a 23-item prohibited-conduct list that bans fake traffic, pyramid schemes, gambling content and exploiting minors.
[Sources: Measures for Livestream Marketing (Trial), Art. 17; Code of Conduct for Network Anchors, National Radio and Television Administration, 2022]
Two rules catch foreign brands by surprise. First, hosts streaming on medical, financial, legal or education topics must hold professional qualifications and report them to the platform for review — a general employee cannot present a financial product livestream without a license. Second, if a virtual avatar uses a real person's likeness or voice, consent is required.
[Sources: Code of Conduct for Network Anchors, Arts. 13–14; Measures for Livestream Marketing (Trial), Art. 25]
Hosts who repeatedly violate the rules face account bans and placement on blacklists or warning lists, and may not reopen under new accounts or on other platforms, according to the regulator's public commentary.
[Source: National Radio and Television Administration Q&A on the Host Code, via Jiangsu Cyberspace Administration, 2022]
When Does a Livestream Become an "Advertisement" — and Who Is Liable?
Under the 2023 Measures for the Administration of Internet Advertising, a livestream that promotes goods or services constitutes a commercial advertisement, creating four distinct legal roles: the merchant is the advertiser; an operator entrusted to run the campaign or the host is the advertising operator or publisher; and anyone who appears on camera recommending or endorsing products is an advertising spokesperson.
[Source: Measures for the Administration of Internet Advertising, Art. 19, Ministry of Justice, 2023]
This matters because liability follows the role. For products affecting life and health, the operator, publisher and spokesperson bear joint liability for false advertising regardless of fault; for other categories, joint liability applies only where the party knew or should have known the ad was false. If a spokesperson cannot identify the true advertiser, they must compensate consumers first.
[Source: Advertising Law of the PRC (2015 Revision), Art. 56]
The financial exposure is significant:
| Scenario | Penalty | Source |
|---|---|---|
| False advertising, ad fee calculable | 3–5 times the advertising fee | Advertising Law, Art. 55 |
| Ad fee incalculable or clearly low | RMB 200,000–1,000,000 | Advertising Law, Art. 55 |
| 3+ violations in 2 years, or serious circumstances | 5–10 times the fee, or RMB 1,000,000–2,000,000, plus possible business-license revocation | Advertising Law, Art. 55 |
In livestream settings, regulators often find the advertising fee "incalculable or clearly low," which triggers the RMB 200,000–1,000,000 band in practice — a point worth budgeting for when assessing risk.
[Source: Advertising Law, Art. 55]
What Claims and Conduct Are Prohibited on Camera?
Eight prohibited conduct categories apply to livestream marketing, including publishing false or misleading information, selling counterfeit or IP-infringing goods, faking traffic and transaction data, funneling viewers to gambling or other high-risk activities, and harassing or defaming others.
[Source: Measures for Livestream Marketing (Trial), Art. 18]
The 2022 enforcement campaign added specific targets: regulators pledged to crack down on "image-product mismatch" selling, fabricated transaction data, price fraud such as "lowest price of the year" claims, tax evasion, monetizing minors, and fabricated personas.
[Source: Special Action on Rectifying Livestream and Short-Video Chaos, Cyberspace Administration of China, 2022]
Sellers also cannot delete or hide unfavorable reviews to mislead users — a rule that applies to comment management during and after broadcasts.
[Source: Measures for Livestream Marketing (Trial), Art. 21]
What Are the Platform's Obligations?
Platforms must establish complaint and reporting mechanisms with defined handling procedures and feedback deadlines, and must assist consumers who dispute purchases made after clicking through from a livestream to another platform, providing necessary evidence.
[Source: Measures for Livestream Marketing (Trial), Art. 15]
Platforms and agencies must also remind hosts to complete market-entity and tax registration, and must withhold and remit taxes where the law requires. They must cooperate with regulatory inspections and provide technical support.
[Sources: Measures for Livestream Marketing (Trial), Arts. 16, 26]
On the advertising side, platforms acting as advertising operators must keep records, proactively discover and remove unlawful ads, handle complaints, and cooperate with monitoring and investigations. Failure to stop known unlawful advertising can result in fines of RMB 10,000–50,000, with higher liability under the Advertising Law where the platform knew or should have known.
[Source: Measures for the Administration of Internet Advertising, Arts. 16, 29]
What Records Must You Keep, and for How Long?
Record-keeping is where compliance becomes auditable. Three retention clocks run in parallel:
| Record Type | Retention Period | Source |
|---|---|---|
| Livestream video recordings | At least 3 years from the end of each broadcast | Measures for the Administration of Online Transactions, Art. 20 |
| Advertising archives (self-published ads) | At least 3 years from the end of the publishing activity; algorithm-recommended ads require records of rules and placement | Measures for the Administration of Internet Advertising, Art. 13 |
| Supplier verification records | Retained for inspection (no fixed statutory period stated) | Measures for Livestream Marketing (Trial), Art. 22 |
Failing to correct a breach of the livestream display and recording rules can result in a fine of up to RMB 10,000 under the online transactions framework — modest in amount, but a signal of broader non-compliance.
[Source: Measures for the Administration of Online Transactions, Art. 45]
How Should a Foreign Brand Structure Its Livestream Compliance?
A 6-Step Framework
A structured approach prevents the most common failure mode: assuming your agency has handled compliance. Follow this sequence:
- Map the roles. Determine whether your brand is the advertiser (self-broadcasting its own products), whether an agency is the advertising operator, and whether any host qualifies as a spokesperson — liability attaches differently to each.
- Verify suppliers and products. Complete identity, license and credit checks on all suppliers, and retain documentation for inspection, as required by the 2021 Measures.
- Contract in writing with agencies. Execute written agreements covering information security, product quality review and consumer protection — oral arrangements do not satisfy the regulation.
- Screen hosts and scripts. Confirm hosts are 16 or older (with guardian consent for minors), hold required professional licenses for medical, financial, legal or education content, and avoid the 23 prohibited conduct items — including fabricated "lowest price" claims and fake transaction data.
- Label sponsored content. Any knowledge-sharing, experience-review or product-testing post with a shopping link must be conspicuously labeled as an advertisement.
- Build the archive. Configure systems to retain livestream videos and advertising archives for at least 3 years, and record algorithm-recommendation rules and placement logs where applicable.
Our advisory team can help you evaluate which structure fits your market-entry plan and coordinate with qualified local counsel for contract drafting.
What to Watch Out For
Four risk areas generate most enforcement actions and disputes:
Role misclassification. If your host endorses third-party products on camera, they may be deemed an advertising spokesperson with joint liability for false advertising in life-and-health categories — regardless of fault. Confirm the role in writing before the broadcast.
[Source: Advertising Law, Art. 56]
Undisclosed sponsored content. Seeding posts that look like organic reviews but carry shopping links must be labeled "advertisement." Regulators have targeted "image-product mismatch" and fabricated personas in special campaigns.
[Sources: Measures for Internet Advertising, Art. 9; Cyberspace Administration of China, 2022]
Record-keeping gaps. Livestream videos must be retained for 3 years from broadcast end. If a dispute arises in year two, the absence of the recording removes your best evidence — and non-correction can trigger fines.
[Source: Measures for Online Transactions, Arts. 20, 45]
Jurisdiction and escalation. Unlawful internet advertising is generally handled by the market-regulation authority where the advertising publisher is located; advertiser-published ads fall under the advertiser's location. Civil liability, criminal liability and administrative penalties can stack for the same conduct.
[Sources: Measures for Internet Advertising, Art. 20; Measures for Livestream Marketing (Trial), Art. 28]
Frequently Asked Questions
Q: What is the minimum age to host a livestream selling session in China?
A: Hosts must be natural persons at least 16 years old under the 2021 livestream marketing rules. Hosts aged 16 to 18 require consent from a parent or guardian. Platforms must verify real-name identity information, and the separate 2022 Host Code reinforces the real-name registration requirement for all anchors.
[Source: Measures for Livestream Marketing (Trial), Art. 17]
Q: How long must a livestream recording be kept in China?
A: At least 3 years from the date the livestream ends, under the Measures for the Administration of Online Transactions. This applies to the video record of the broadcast itself. Separately, advertising archives for self-published ads must also be kept for at least 3 years from the end of the publishing activity.
[Source: Measures for Online Transactions, Art. 20]
Q: What is the fine for false advertising in a Chinese livestream?
A: If the advertising fee can be calculated, the advertiser faces a fine of 3 to 5 times the fee. If the fee cannot be calculated or is clearly low — common in livestream settings — the fine ranges from RMB 200,000 to 1,000,000. Repeat violations within 2 years can push the range to RMB 1,000,000–2,000,000.
[Source: Advertising Law, Art. 55]
Q: Does a foreign brand's own livestream count as advertising?
A: Yes. Under the 2023 Internet Advertising Measures, livestream promotion of goods constitutes a commercial advertisement, and the merchant selling its own products is treated as the advertiser. This triggers duties including archive retention of at least 3 years and truthful-claims obligations under the Advertising Law.
[Source: Measures for Internet Advertising, Art. 19]
Q: Can hosts delete negative comments during a livestream?
A: No. The 2021 Measures prohibit deleting or hiding unfavorable reviews in order to deceive or mislead users. Comment management that removes legitimate criticism is treated as consumer deception. Platforms must also maintain complaint mechanisms with defined feedback deadlines for consumer disputes.
[Source: Measures for Livestream Marketing (Trial), Art. 21]
Q: Do hosts need professional licenses for certain products?
A: Yes. Hosts presenting content on medical and health, finance, law or education topics must hold the relevant professional qualification and report it to the platform, which reviews and files the credentials. A general influencer cannot legally present a financial product or medical service livestream without a license.
[Source: Code of Conduct for Network Anchors, Art. 13]
Q: What must a written agreement with an MCN agency include?
A: The 2021 Measures require written agreements between livestream room operators and host agencies covering three areas: information security management, product quality review, and consumer rights protection. An oral arrangement does not satisfy the rule, and the agency also bears withholding obligations for host income tax.
[Source: Measures for Livestream Marketing (Trial), Arts. 16, 24]
Q: What happens to hosts who repeatedly violate the rules?
A: According to the regulator's public commentary on the 2022 Host Code, hosts who repeatedly offend face account bans and placement on blacklists or warning lists, and are prohibited from reopening under new accounts or switching platforms to resume broadcasting. The 23-item prohibited list includes fake traffic and exploiting minors.
[Source: National Radio and Television Administration Q&A, 2022]
Q: Are "lowest price" claims allowed in Chinese livestreams?
A: No. The 2022 special enforcement campaign explicitly targets price fraud such as "lowest price of the year" and "lowest price in history" claims, alongside fabricated transaction data and image-product mismatch. Such claims can also constitute false advertising, exposing the advertiser to fines of RMB 200,000–1,000,000 where the fee is incalculable.
[Source: Cyberspace Administration of China, 2022]
Q: How can a foreign brand prepare for livestream compliance in China?
A: Start by mapping the four regulated roles, executing written agency agreements, screening host qualifications, and building a 3-year archive for videos and ad records. CnBusinessHub can help you evaluate your options and coordinate with qualified local professionals on contracts and filings. Budget for the RMB 200,000–1,000,000 false-advertising exposure in your risk plan.
[Source: Measures for Livestream Marketing (Trial)]
Conclusion
Livestream commerce compliance in China is role-based: hosts, sellers, agencies and platforms each carry distinct statutory duties, and your contracts must assign them explicitly before the first broadcast.
Record-keeping is the audit backbone — livestream videos and advertising archives must each be retained for at least 3 years, and supplier verification files must be available for inspection.
False advertising carries the heaviest financial exposure, with fines of RMB 200,000–1,000,000 where the advertising fee is incalculable, and joint liability for life-and-health products applies regardless of fault.
For personalized guidance on your China e-commerce licensing pathway, contact the CnBusinessHub advisory team at consult@CnBusinessHub.com to book a consultation.
Written by the CnBusinessHub Advisory Team, China market-entry advisors since 2019 — 1,500+ foreign enterprises guided across 16+ cities.
Last updated: 2026-10-11 | Next review: April 2027
Sources
- Measures for the Administration of Livestream Marketing (Trial) — Cyberspace Administration of China, 2021
- Code of Conduct for Network Anchors — National Radio and Television Administration, 2022
- National Radio and Television Administration Q&A on the Host Code — via Jiangsu Cyberspace Administration, 2022
- Measures for the Administration of Internet Advertising — Ministry of Justice, effective 2023-05-01
- Advertising Law of the PRC (2015 Revision)
- Measures for the Administration of Online Transactions — State Administration for Market Regulation Order No. 37
- Special Action on Rectifying Livestream and Short-Video Chaos — Cyberspace Administration of China, 2022
- E-Commerce Law of the PRC — National Laws and Regulations Database
Related Reading
- WeChat Channels Live Commerce — How Foreign Brands Sell Through Short-Video and Livestream in 2026
- Live Commerce Guide for Foreign Companies in China 2026: Platform Comparison, KOL Ecosystem, and Entry Roadmap
- Live Commerce Guide for Foreign Companies in China — 2026
Disclaimer
This article is written by the CnBusinessHub team for informational and educational purposes only.
The content of this article does not constitute any form of investment advice, business advice, or legal opinion. Readers should exercise their own judgment regarding the applicability of the information and should consult qualified professionals before making any business decisions.
The data and information cited in this article are sourced from public channels. While we strive for accuracy, we do not guarantee the completeness or timeliness of the information. Policies and regulations may change at any time; please verify the latest information before taking action.
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