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Magnificence blogger Austin Li Jiaqi speaks with a canine on his lap whereas livestreaming on the e-commerce platform Taobao on October 26, 2018 in Shanghai, China. The 27-year-old Li, nicknamed “Lipstick Brother,” is the most popular on-line magnificence blogger in China.
VCG | Getty Pictures
China’s broadcasting regulator put forth new guidelines on Saturday that forbid minors below 16 years from watching livestreaming content material after 10 p.m., in a blow to the booming sector.
On-line livestreaming platforms must bar minors from tipping livestreamers, stated China’s State Administration of Radio and Tv in a press release. One frequent apply is shopping for livestreamers digital items which will be redeemed for money.
Such livestreaming platforms have led minors to take pleasure in such tipping practices, inflicting their bodily and psychological well being to be significantly broken, it stated.
These guidelines would proceed the nation’s crackdown on the livestreaming sector, with authorities final month launching a marketing campaign to advertise what they deem as applicable and authorized content material on livestreaming platforms.
The huge livestreaming market in China has been rising quickly. The actual-time on-line promoting phenomenon — additionally known as “dwell commerce” or “livestreaming e-commerce” — took off in China after the onset of the coronavirus pandemic in 2020.
Such platforms promote items on to shoppers through what will be hours of dwell video. They embody tech giants reminiscent of Alibaba’s Taobao market, Kuaishou, Pinduoduo, and ByteDance’s Douyin.
A few of these companies final yr reported an explosion in livestreaming exercise.
— CNBC’s Evelyn Cheng contributed to this report.
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