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China's market regulator, the State Administration of Market Regulation (SAMR) has tightened its scrutiny over livestreaming e-commerce platforms. The SAMR has expressed concerns of misleading advertisements by internet influencers who sell goods directly to consumers, as often the products sold are of poor quality. The live-streaming platforms have been advised to conduct self inspections to ensure product quality and if necessary punish livestreamers who sell inadequate products.
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