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Also according to a statement issued by the China Radio and Television Council, live streaming platforms should prevent minors from giving gifts during broadcasts. One of the most common phenomena is the purchase of virtual gifts for the streaming host – which can be redeemed for cash. According to the statement, the streaming platforms caused the minors to take part in this phenomenon, which caused severe damage to their physical and mental health.
The new rules are part of the government’s efforts against live streaming. Last month, authorities launched a campaign to promote what they called appropriate and legal content on live streaming platforms.
China’s live streaming market is growing rapidly. The real-time shopping phenomenon, also known as “live commerce” or “live streaming online commerce,” has begun to gain popularity since the Corona outbreak in 2020.
This is a situation where the platforms sell goods directly to consumers during hours of live broadcasts. Sellers include network anchors as well as online commerce giants like Alibaba’s Taobao, Pinduoduo’s and Duet of BateDance. These companies have until recently reported a spike in live streaming activity.