Yu Mengmeng China Securities Journal
In response to the phenomenon of minors participating in online live tipping, regulators have stepped in.
On May 7, the State Administration of Radio, Film and Television (SARFT) and other four government departments issued a guideline on standardizing online broadcast rewards to strengthen the protection of minors. Minors are prohibited from participating in live video rewards, the guideline said. Website platforms should adhere to the principle of being most beneficial to minors, improve the protection mechanism for minors, strictly implement the real-name system requirements, and forbid providing minors with cash top-up, "gift" purchase, online payment and other kinds of reward services. Daily supervision will be strengthened over the use of so-called "Internet celebrity children" live streaming for profit, and measures will be taken to deal with illegal accounts found, and relevant websites and platforms will be held accountable.
It is worth noting that the previous supervision has repeatedly emphasized the prevention of minors' addiction in the game field and the quota management of online live broadcast rewards, which is the focus of the "Clear" series of special actions in 2022. Industry insiders point out that the supervision in the field of live streaming will be further deepened with the implementation of more regulations in 2022. The overall regulatory context still revolves around marketing behavior, anchor management, user protection three main lines.
Involving a number of normative platform opinions
With regard to minors working as anchors, the guideline stressed that website platforms should strengthen the registration and review management of anchor accounts, and should not provide anchor services to minors under the age of 16. Those who provide anchor services to minors between the ages of 16 and 18 should obtain the consent of their guardians. Daily supervision will be strengthened over the use of so-called "Internet celebrity children" live streaming for profit, and measures will be taken to deal with illegal accounts found, and relevant websites and platforms will be held accountable.
"Websites and platforms should cancel all reward lists within one month of the release of this opinion, prohibit ranking, diversion and recommendation of network anchors based solely on the amount of reward, and prohibit ranking users based on the amount of reward." The guideline further refined the rules for live rewards, requiring more standardized design of the name and appearance of "gifts" and not inducing users by exaggerating display and rendering effects. Strengthen the safety assessment of the launch of new technologies and new applications, and prohibit the launch and operation of all kinds of functional applications based on the amount of rewards as the only evaluation criteria.
In addition, for minors online peak, the opinion also gives special requirements. From 20 to 22 o 'clock every day is the peak time for teenagers to surf the Internet, which is also an important time to regulate network broadcast. In daily peak hours of the website platform, the number of "PK PK" in the direct broadcast room of a single account shall not exceed 2 times, the link of "PK punishment" shall not be set, and the technical implementation method for "PK punishment" shall not be provided, so as to avoid inducing and misleading minors. All services under "Youth Mode" should be forcibly offline after 22:00 every day, and regular mode should not be provided or disguised to ensure adequate rest time for young people.
The protection of minors has become an important task of supervision
In the past, the regulation has repeatedly emphasized the prevention of minors' addiction in the game field and the quota management of online live broadcast rewards. The Notice on Strengthening the Management of Online Show Live broadcast and E-commerce live broadcast released in November 2020 has made it clear that "minors are not allowed to give rewards".
On March 17, the Information Office of The State Council held a press conference on the 2022 "Clear And Clear" series of special actions. Sheng Ronghua, deputy director of the Cyberspace Administration of China (CAC), said the clean-up campaign will be one of 10 key tasks this year. Two of them concern the protection of minors. Sheng Ronghua introduced, strictly punish passion reward, high reward, inducement reward, especially inducement of minors reward behavior; We will resolutely curb the infringement of minors' rights and interests by making profits from minors and creating "online celebrity children" through live broadcasting and short videos.
On April 15 this year, the Administration Department of Online Audio-visual programs of the National Radio and Television Administration and the Publication Bureau of the Central Publicity Department issued a notice on strengthening the management of online audio-visual program platform games live broadcast. The notice goes on to stress that "game live broadcast platforms should set up a mechanism to prevent minors from getting addicted and prohibit minors from topping up and giving rewards."
Industry insiders point out that, on the one hand, the protection of minors has always been an important direction of Internet content regulation, and the regulation of minors' usage time and payment in various fields such as games and network broadcast will continue to be implemented. On the other hand, live-streaming platforms such as Huya and Douyu have launched youth modes.