China Launches Campaign Against False and Misleading Online Food Sales
Starting in April 2026, China’s State Administration for Market Regulation (SAMR) launched a six-month campaign focusing on false and misleading promotion in online sales of food and health food [1].
In the meantime, at a food safety press conference [2], SAMR officials described the campaign as a targeted, full-chain enforcement effort covering online platforms, sellers on those platforms, food manufacturers and distributors, marketing agencies, advertisers, livestream operators, and live streamers. For companies active on China-facing e-commerce, livestreaming, and social commerce channels, the main message is straightforward: product claims and online sales practices are likely to receive closer regulatory scrutiny over the coming months.
The campaign reflects the regulator’s continued concern that foods are being promoted online in ways that blur the line between ordinary foods, health foods, and products with medical or therapeutic effects. SAMR highlighted examples, such as ordinary foods being expressly or implicitly promoted for disease treatment, disease prevention, or health functions; health foods being promoted with exaggerated benefits or disease-treatment implications; and advertising that misstates a food’s origin, ingredients, functions, testing, certification, or applicable standards.
The enforcement focus is not limited to brand owners or sellers. Platforms, live streamers, marketing service agencies, advertising agencies, and manufacturers may be pulled into the review depending on their role in the transaction or promotion. Local market regulators are also instructed to inspect online operators, monitor key platforms, follow up on consumer complaints and reporting leads, and conduct sampling and testing of online food products.
Notably, the campaign adopts a full-category coverage approach. Companies involved in cross-border e-commerce should pay close attention, as the campaign expressly brings cross-border retail import foods within its scope.
We will continue to monitor regulatory updates concerning online food sales and advertising in China. Please sign up for our newsletters here.
Keller and Heckman represents the food industry around the world on various regulatory matters. If you have questions about food advertising and claims, or China market-entry strategy, please contact David Ettinger (ettinger@khlaw.com), Jenny Xin Li (li@khlaw.com), Sharon Tian (tian@khlaw.com), or your existing contact at Keller and Heckman LLP.
[1] https://www.samr.gov.cn/zw/zfxxgk/fdzdgknr/tssps/art/2026/art_6634fa5970974be2b469f49a269b9578.html
[2] http://www.scio.gov.cn/xwfb/bwxwfb/gbwfbh/gjscjgzj/202604/t20260430_988223.html