And theUnder the new directive from the National Radio and Television Administration, internet platforms are now responsible for putting a limit on the money each user can give.
People under the age of 18 are strictly prohibited from giving gifts or spending money via live broadcastUsers’ identities must be verified through face recognition and manual review.
Previous directives issued by the China Cyberspace Watch Authority in 2016 required broadcast hosts to register with the authorities using an identity card or a commercial license.
With more focus on viewers now, it has lost The new rules have become part of increased scrutiny in a sector that has seen explosive growth this year partly caused by the coronavirus pandemic.
And unlike the first wave of Chinese live broadcasters who mostly became famous by entertaining the masses, the shutdown has led to the results of the Coronavirus pandemic leading to the emergence of a different kind of internet star.
With the launch of live e-commerce, complaints have escalated from buyers about the Damaged or counterfeit goods, as well as complaints about non-delivery and poor after-sales services.
One type of complaint concerns children who give large sums to the hosts without informing the parentsThe new rules are designed to prevent this from happening.
Live broadcasters who encourage users to give excess money or convince minors to buy virtual gifts can access the blacklist.
Internet platforms are required to classify the videos according to their quality and arrange them accordingly Online store owners and sellers who do live broadcasts are also required to register with their real names.
Shopping campaigns that support national economic goals, such as fighting poverty, are encouraged, although all campaigns must be notified to organizers at least two weeks in advance of the deadline.
The rules also pay special attention to celebrities and foreigners, and the platforms need to alert authorities whenever these users make a live broadcast.
Popular influencers suspected of inflating viewership are also under special scrutiny.
The rules require at least 1 human moderator for every 50 live broadcasts, andThe platforms are encouraged to enhance the training and registration of these employees with the government.
Government authorities have tightened their grip on the live broadcasting industry in recent yearsIn 2016, China’s Cyberspace Administration began requiring video platforms to monitor live content before it is broadcast.