Beauty 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.
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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.
Online livestreaming platforms have to bar minors from tipping livestreamers, mentioned China’s State Administration of Radio and Television in a press release. One frequent observe is shopping for livestreamers digital presents which could 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 mentioned.
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 acceptable and authorized content material on livestreaming platforms.
The large livestreaming market in China has been rising quickly. The real-time on-line promoting phenomenon — additionally known as “live 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 could be hours of dwell video. Apart from particular person web personalities, sellers additionally embody tech giants reminiscent of Alibaba’s Taobao market, Kuaishou, Pinduoduo, ByteDance’s Douyin.
Some of these corporations final 12 months reported an explosion in livestreaming exercise.
— This is breaking information. Check again for updates.
— CNBC’s Evelyn Cheng contributed to this report.