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Original Title: Real Name System, Quota Limit Live Stream Rewards, and Tight Oversight
On November 23, the State Administration of Radio and Television issued a notice on strengthening the management of live broadcasts of online programs and live broadcasts of electronic commerce (hereinafter, the “Notice”), in which clarified that the online live show platform should implement the implementation of online show live streaming platforms and “reward” users Real name management, ban the minor user reward feature and limit the maximum amount of reward.
Limit rewards
Specifically, the notification requires the platform to limit the maximum user rewards each time, daily and monthly. The platform must set a delay for the “reward” to reach the account period. If the anchor violates the law, the platform must return the “reward” to the user.
The live streaming platform for online shows will implement real name management for web anchors and “rewarding” users. Users who have not signed up for the real name system cannot award rewards and underage users cannot award rewards. Real name verification, facial recognition, manual review and other measures should be taken to ensure that the real name system requirements are implemented and the reward function of underage users is blocked.
In recent years, with the popularization of smartphones and mobile payments, disputes caused by minors rewarding presenters have occurred frequently. According to incomplete statistics, more than 30 such reports have been produced in recent years, amounting to almost 100 million. A reporter for the Beijing Business Daily reported on a youth rewards case in June this year. Liu’s 16-year-old son paid almost 2 million yuan to the host when he watched a live broadcast on a certain platform.
It is worth mentioning that the second instance of the case coincided with the promulgation of relevant documents by the Supreme Law. On May 19 of this year, the Supreme Law issued the “Guiding Opinions on various issues related to the proper trial of civil cases related to the new epidemic of coronary pneumonia (2)”, which clarified the standards of return of minors ” reward”. Gao Tongwu, second instance defense attorney and senior partner at the Beijing Yingke Law Firm, told Beijing Business Daily: “Three days after the opinions were published, the case will be heard again. The result was reached in end of the month, and the mediation returned 1.58 million yuan in full. Yuan, and reimburse the first and second instance litigation fees. “
Focus on youth
Although there has been relevant oversight and monitoring of juvenile rewards, they remain primarily at the “post-remediation” level. To resolve the rewarding dispute from the source, the platform always takes direct responsibility for the “last hurdle”. In the process of browsing the live streaming platform, a reporter from Beijing Business Daily noted that many platforms have set up a “youth mode”, in which rewards cannot be made and the viewing time is also limited. According to the requirements of the State Administration of Cyberspace of China, from March last year to the end of last year, 53 live video and webcasting platforms launched the “Youth Mode”.
But in fact, as long as the password is entered, the “teen mode” can be easily disabled. Whether it’s guessing the password to disable youth mode or logging in with a parent’s account, it’s not difficult for minors. The report issued by the China Internet Information Center bluntly stated that the “teenage model” of the live streaming platform is useless.
In this sense, the notice requires that the platform not adopt operational strategies that incite users to irrationally “reward”. Relevant presenters and their brokerages are found to implicate, entice, or encourage users to “reward” large amounts by broadcasting vulgar content, organized advertising, and hiring naval forces to brush the giveaways, or induce Underage users to “reward” with false identity information, “the platform must deal with the presenter and his brokerage agent, put him on the watch list and report in writing to the radio and television authority.
For live streaming rooms with high click volume, high bogus volume, large amounts of “rewards”, and problem-prone business categories, the advisory clearly states that a key monitoring and review mechanism should be established that integrates the man and machine to track the dynamics of the program and analyze public opinions and reasons. , Take action in time to avoid deviation and trouble.
Guarantee the real name system
The scale of the live webcast market continues to expand. According to data from Frost & Sullivan, the market size of China’s live video streaming industry has increased from 6.4 billion yuan in 2015 to 108.2 billion yuan in 2019.At the same time, the scale of paying users in the live video streaming industry has also increased. It has grown to 36.1 million people in 2019.
However, the appearance of various chaos has also affected the normal development of the industry. Among them, the cases where minors spend thousands or even tens of thousands of yuan to reward anchors from time to time, and adults spend all their savings or even carry debt for “rewards”. At the same time, to get high-value “rewards”, some presenters have also used false information and the pornography involved as tricks.
Judging from the notice issued this time by the State Radio, Film and Television Administration, measures such as real name verification, facial recognition, and manual review can ensure that the real name system requirements are implemented. Sun Zhifeng, a partner at the Zhuowei law firm, told reporters from the Beijing Business Daily: “Notices are regulatory documents of a legal nature and are abstract administrative acts that manage and govern certain kinds of matters. Actually, this standard Sex documents often they are the refinement of laws, administrative regulations or departmental rules, which of course are binding on the platform. Actually, because the notification requirements are more refined and specific, the platform will also pay more attention to the specific requirements of the notification. “
“Reward regulation alone can play a limited role in generating information, and it must be coordinated with technical means.” Li Jie, a researcher at the Digital Creative and Cultural Industry Expert Group, believes that the use of technical means can improve the efficiency of supervision and at the same time cope with the irrational. “‘Rewarding’ behavior is may contain as soon as possible. However, in addition to the platform party restrictions, guardians must also assume appropriate responsibilities for minors’ “gratifying” behavior. In the future, if the upper limit is to be imposed For “reward,” how to determine the specific amount also requires in-depth market-based research to ensure the healthy operation of the industry and protect the rights of the audience from infringement.
Beijing Business Daily Reporter Tao Feng Wang Chenting Zheng Rui
