Chinese regulators are looking to clean up the country’s popular live-streaming industry. This includes rules about what online influencers can and cannot say, as well as restricted topics.
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Online influencers in China must now be eligible to speak on certain topics such as law and medicine, regulators said on Tuesday.
For content that requires “a higher level of expertise,” streamers must have corresponding qualifications to cover those topics, said the China Radio and Television Administration and the Ministry of Culture and Tourism. in a joint statement.
Influencers must show those conditions on the live streaming platform they use. Those qualifications then need to be reviewed by the foundation.
The latest rules continue Beijing’s push to clean up its hugely popular live-streaming sector involving some of China’s biggest companies from Tencent and Alibaba to the TikTok owner’s ByteDance. Influencers often use such platforms to sell products and can billions of dollars in revenue In a few hours.
Over the past 16 months, China has enacted new regulations across various sectors of the tech sector seeking to dominate the power of its once liberal tech giants. There has also been a push for more control over areas that Beijing considers influential in society. including video gameslive streaming and celebrity culture.
Last month, Chinese regulators Children under 16 years old are not allowed from watching live streams after 10 p.m. and buying virtual gifts for influencers.
The latest rules by two Chinese government agencies lay out a “code of conduct” for online influencers.
For example, people with investments are not allowed to publish content that undermines or distorts the leadership of the Chinese Communist Party. China has a strict censorship system that means content that Beijing doesn’t like is removed from the internet.
Influencers are also not allowed to use the so-called deep fake technology to impersonate party or state leaders. The technology uses artificial intelligence to distort faces and can be used to insert the face of a politician or leader into a video where they are not present.
Celebrities are also not allowed to display excessive food waste, high levels of luxury goods or lavish lifestyles, and content must not be sexually explicit or provocative.
