China’s State Administration for Market Regulation (国家市场监督管理总局) is the central government regulator responsible for market order, consumer protection, competition enforcement, advertising supervision, product-quality oversight, and the broader governance of the platform economy, which places it directly in the compliance pathway for “digital humans” when they are used as commercial communicators such as AI livestream hosts, virtual spokespeople, or synthetic endorsers in e-commerce and marketing. In practice, SAMR’s relevance to digital humans is less about the underlying animation or model-building technology and more about the market conduct that digital humans enable at scale, including whether promotional statements are truthful and not misleading, whether pricing and discount claims are substantiated, whether endorsements or “expert” personas are fabricated, whether merchants and agencies are properly identifiable, and whether platforms are meeting their responsibilities to prevent and remediate deceptive or unfair practices. When digital humans are deployed in livestream selling, SAMR can treat them as part of an advertising and sales process that must comply with rules on advertising legality, unfair competition, and consumer rights, meaning liability can attach to the advertiser/merchant, the marketing service provider, and—where platform duties apply—the platform operator, with SAMR often coordinating with China’s internet governance authorities where online dissemination, account management, and labeling/identification obligations are implicated.