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 well liked on-line magnificence blogger in China.
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China’s broadcasting regulator put forth new guidelines on Saturday that forbid minors beneath 16 years from watching livestreaming content material after 10 p.m., in a blow to the booming sector.
The proposed guidelines additionally require on-line livestreaming platforms to bar minors from tipping livestreamers, such because the frequent follow of shopping for them digital items which could be redeemed for money.
China’s State Administration of Radio and Tv stated in a press release that such livestreaming platforms have led minors to bask in such tipping practices, inflicting their bodily and psychological well being to be severely broken.
These guidelines would proceed the nation’s crackdown on the livestreaming sector, with authorities final month launching a marketing campaign to promote what they deem as acceptable and authorized content material on livestreaming platforms.
The large livestreaming market in China has been rising quickly. The true-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 instantly to customers through what could be hours of dwell video. Aside from particular person web personalities, sellers additionally embrace tech giants comparable to Alibaba‘s Taobao market, Kuaishou, Pinduoduo, ByteDance’s Douyin.
A few of these companies final 12 months reported an explosion in livestreaming activity.
— That is breaking information. Examine again for updates.
— CNBC’s Evelyn Cheng contributed to this report.