On November 28, 2025, the State Administration for Market Regulation (SAMR) released the fourth batch of typical cases in the Live-Streaming E-commerce Sector, highlighting its ongoing scrutiny of the rapidly growing industry. Among them is the sixth case involving a live streamer in Chongqing who facilitated the sale of counterfeit goods.

Upon investigation, it was found that in January 2024, a live streamer on a major platform was contacted by a group selling counterfeit watches. An agreement was reached whereby the live streamer would direct traffic to the group's WeChat account selling counterfeit watches during live streams, in return for a commission of RMB 20 for each follower successfully referred.

From January to February 2024, the live streamer, fully aware that the products were counterfeit famous-branded watches, repeatedly played edited videos of the luxury watches during the live streams. The live streamer actively guided followers to add the specified WeChat account by displaying the contact information on the public live-chat screen and sharing links in the follower group, thus facilitating the downstream sales of fake goods.

In August 2025, the Market Regulation Bureau of Bishan District, Chongqing Province, following the entire investigations and considering the overall circumstances, ordered the live streamer to immediately cease the violations. A combined penalty of confiscation and a fine totalling RMB 100,500 was imposed, in accordance with Article 60.2 of China's Trademark Law and Article 28 of China's Administrative Penalty Law.

Source:
https://www.samr.gov.cn/xw/zj/art/2025/art_cb90a1860b3d4cd18c87b1fa35baeeff.html (Chinese)