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Economic Daily: There are rules for live broadcasts to go far

via:新浪科技     time:2022/6/26 10:01:46     readed:75


Text/Li Guozheng

Recently, the State Administration of Radio and Television and the Ministry of Culture and Tourism jointly issued the "Specifications for the Conduct of Internet anchor". This specification is based on the outstanding problems in the behavioral behavior of network anchors, and stipulates the behavioral specifications and requirements that network anchors should comply with in the process of providing network performances and audiovisual programs.

In recent years, as a new type of business model, live broadcast and cargo not only increase employment and promote the economy, but also play a role in expanding domestic demand and stimulating cycle. However, with the vigorous development of the industry, illegal publicity, misleading price, tax evasion, and misunderstanding of words and deeds have been increasing. According to data from the Beijing Consumer Association, in 2021, consumer complaints about live broadcast and cargo [Entering Black Cat Complaint] reached 2026, which was nearly double the previous year, and laid huge hidden dangers for the long -term development of the industry.

If you want to make live broadcasts with a healthy development, you must clarify its roots. The essence of industry chaos is a certain degree of market failure. It is a reflection of live broadcast platforms, network anchors, and related companies lack legal awareness, social responsibility and integrity. In the initial stage of the industry's development, due to the lack of relevant laws and regulations, insufficient regulatory punishment, and lack of network space moral constraints, market players will inevitably over -profit. This requires relevant government departments, market entities and the public to promote the stability of the live broadcast industry.

In order to promote the standardized, orderly, and healthy development of live broadcasts, relevant regulatory policies and standards have been introduced. In March last year, the China Advertising Association released the "Specifications for the Selection of Live Live Marketing". In April, seven departments such as the National Internet Information Office and other seven departments jointly issued the "Network Marketing Management Measures (Trial)". The industry specifications issued this time further required professional anchors to "hold a certificate", and conduct positive incentives to network anchors who are good at good and model norms, and strengthen warnings and restraints on cyber anchors who have violated behaviors. We should continue to strengthen supervision, improve the cost of violations of laws and regulations, improve the regulatory model, and actively use technologies such as big data to improve regulatory methods. At the same time, support policies for live broadcast talents and digital platforms should be introduced.

The live broadcast platform must also strengthen the disclosure of the main information of the live broadcast operator and the main body in the platform, and increase the management of the live broadcast operator, live marketing personnel, and anchor behavior. The anchor with the goods should strengthen the study of relevant laws and regulations and consciously improve professional literacy. In addition, social organizations such as consumer associations should actively play a supervision role, and the public should improve digital participation capabilities and awareness of rights protection.

In short, we should take the opportunity of live broadcast and chaos to govern, actively regulate and promote the development of new models such as live broadcasts and goods, and give full play to the role of the digital economy in the large -scale domestic economic cycle.

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