The Chinese government as well as the operator of online broadcasting platforms have introduced regulations to remove objectionable and harmful content from streamers.
Live broadcasting exploded in China around 2019 and grew stronger as the Covid-19 pandemic broke out, according to The Paper . “China Online Performance Industry Development Report 2020” shows that the total number of fixed accounts in this industry has surpassed 130 million, the number of live-streaming users has reached 617 million.
However, livestream has become a “trend” pursued by many people, but not all “creators” create value. Bullshit, vulgar content is posted by many vloggers defiantly to attract attention and receive donations (money and gifts) from viewers. On major live-streaming platforms in the country of billions of people, such as Bilibili, Douyin, and Kuaishou, it is not difficult for viewers to come across images of female vloggers dressed in revealing, offensive clothing and performing erotic acts. Many streamers are banned from showing off their bodies or showing sexual acts to receive donations. Showing off, deceiving viewers Many live broadcast studios often hack the number of followers to create credibility, attract viewers so that they are willing to donate money. The account holders also deliberately fabricated sensational stories, creating conflicts with others to attract viewers of their livestream. “Poor students borrow more than 100,000 yuan to reward female streamers in Nanjing”, “16-year-old teenager rewards female streamers with 1.58 million yuan for 3 months”, “Male cashier appropriated more than 48 million yuan to donate to the live broadcast room”, a series of negative news related to direct money rewards through livestream has caused many controversial streams in the Chinese online community. On May 17, Kuaishou posted a notice saying that live streamer Yin Shihang, an account holder with 8 million followers, had been banned from the platform for “sensational marketing”, “vulgar performances” and false advertising during the livestream on May 15. Initially, Yin introduced to live stream his marriage proposal with girlfriend Tao Lulu. Millions of people watched to witness the special moment of the popular streamer. In the end, he tricked the audience by turning the broadcast into a 5-hour sales show. Yin Shihang was banned from broadcasting when tricking viewers into the livestream. Various live broadcasting platforms are working to strengthen control over violations. Kuaishou has issued a special regulatory notice on “Scripting, Acting and Purchases”, which bans accounts or imposes fines on those who take advantage of family conflicts and other factors unrelated to the issue. sell merchandise to entice fans to buy. In June 2020, Douyin issued a new rule that allows minors to privately award rewards after verification and can be fully refunded. In April 2021, Douyin revealed that a total of 36,000 minors had been refunded in 11 months, with an average refund time of 19.7 hours. At the end of November 2020, the State Administration of Radio, Film and Television of China issued a notice on strengthening the management of livestream and live broadcast of e-commerce. In which, methods such as facial recognition are applied to implement real-name management for broadcasters and users. The new rule also limits the number of rewards users can receive by time, daily and monthly, if there are too many rewards, there will be a reminder message and the reward function will be paused if the limit is exceeded.
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