The head of China's market regulator has pledged to tighten oversight of the rapidly growing e-commerce sector, and promote the healthy development of the so-called platform economy.

Luo Wen, director of State Administration for Market Regulation, made the comments on Wednesday at the Great Hall of the People in Beijing, after attending the opening session of the National People's Congress.

He pointed to malpractice by some live-streaming hosts who offer products which are either counterfeit or poor in quality.

The administration will fulfil its supervision role, Luo said, by strengthening product inspections and toughening enforcement against misleading advertisements and promotions.

On platform fees, he said the aim is to establish a reasonable and transparent charging mechanism to lessen the burden of small and medium-sized merchants.

E-commerce platforms will be instructed to simplify and publish their rates, while authorities will publish guidelines to help them achieve this goal, Luo added.