Online Live Broadcast Reward Code Of Conduct Is About To Be Issued To Limit High Reward And Set Calm Period For Passionate Reward

The first industry standard will be ushered in by online live broadcast reward.

On October 28, 21st century economic reporter learned from the annual conference on the development of live e-commerce and short video that under the guidance of the state network information office and the Ministry of culture and tourism, the network performance (Live) branch of China Performance Industry Association is participating in the formulation of the "anchor account classification management standard" and the "live broadcasting industry reward behavior management rules", which are expected to be released before the end of the year.

The 21st century economic report exclusively learned that the main goal of the promulgation of the management rules of the reward behavior in the live broadcast industry is to solve the three major problems existing in the current network live broadcast, namely, enthusiastic reward, high reward and minors reward. In the future, the above-mentioned three kinds of reward behavior will be restricted and standardized through the self-discipline of the industry.

According to the 45th statistical report on the development of China's Internet released by China Internet Network Information Center, as of March 2020, the number of live network users in China has reached 560 million, accounting for 62.0% of all Internet users. Among them, the live broadcast content with the largest number of users includes game live broadcast, sports live broadcast, reality show live broadcast and concert live broadcast.

One of the most important sources of income in the webcast industry is the appreciation from fans and other viewers. Users of the live broadcast platform recharge and purchase virtual currency in the platform through online payment methods such as UnionPay, Alipay and wechat, and then use virtual currency to purchase virtual gifts with different prices in the live broadcasting room to give them to the anchor. The actual reward amount is divided by the anchor and the platform according to the contract agreement signed.

With the rise of live network culture, giving a reward to the anchor has become one of the main interactive ways between netizens and anchors. According to the data, in 2015, there were only 7.7 million paid users in China's live video industry. In 2019, it increased to 36.1 million, with an annual compound growth rate of 47.2% and a user payment rate of 9.6%.

However, while rewarding the platform, anchor and online celebrity economic institutions, it also causes a series of problems due to the lack of norms and constraints. There are also some bad phenomena such as "9-year-old girl giving a reward to the anchor, spending 100000 gifts at home", "embezzling public funds to reward the anchor", and so on. More and more legal disputes are generated around the live reward behavior.

The first industry standard will be ushered in by online live broadcast reward. -Photo by Gan Jun

Since the first half of this year, the state cyber information office and the national "anti pornography and anti illegal activities" office, together with the Supreme People's court, the Ministry of industry and information technology, the Ministry of public security, the Ministry of culture and tourism, the General Administration of market supervision and the state Administration of radio, film and television, launched a six-month special rectification and standardized management action for the webcast industry.

In the process of rectification, the regulatory authorities found that some live broadcasting platforms allow the anchor to wear exposed, vulgar language and bad behavior, and attract users to give high rewards through "giving welfare", vulgar performances, and indecent actions, and even induce minors to top up. The number of reported cases is high.

Standardize head enterprises and form elimination mechanism

The 21st century economic reporter learned that the first thing to be standardized in the "management rules for reward behavior in the live broadcasting industry" is the passionate reward.

Qu Tao, Secretary General of the network performance (Live) branch of China Performance Industry Association, introduced that the so-called passionate reward is constant reward within a certain period of time. For such behavior platform, we should adjust the product strategy and set a cooling off period for users. "For example, if your reward frequency and amount exceed the set threshold, the platform will prompt and advise users to calm down."

In addition, the high reward in live network will also be limited. Qu Tiantao will limit the amount of reward required by the management platform.

The reporter noticed that on some live broadcast platforms, many popular anchors have a large number of fans, forming a specific fan group. Competitive anchors often launch popularity PK through live connection. When compared with each other, the reward amount is regarded as the standard of the anchor's appeal and popularity. Therefore, in the process of PK, the anchor often yells and stimulates netizens in various ways, and uses the way of reward to "attack the front". The introduction of this competition mechanism has become an important means to induce passion and reward.

In addition, in some live broadcasting rooms, fans who give gifts will be ranked. Fans who give high gifts will get extra attention and roll call interaction from the anchor. Some netizens, driven by vanity and comparison psychology, make impulsive consumption and large reward, which brings bad value demonstration.

"The government guides, the association implements, and the platform participates. We hope to form industry standards through such a form. Legally speaking, the relationship between consumers and anchors is a kind of service relationship, which can greatly reduce social disputes through industry self-discipline. "

Qu Tao believes that when the leading enterprises in the industry are following the same norms for self-restraint, a kind of elimination mechanism will naturally be formed, and enterprises that do not comply with the standards will be eliminated by the market.

Reducing minors' reward through face recognition

In the network broadcast reward, another kind of behavior that needs to be paid attention to and supervised is the behavior of minors.

According to statistics, in China's current network broadcast audience, 11-16-year-old minors have accounted for one tenth of the total audience. The minors have the characteristics of poor self-discipline and high Internet addiction when watching live network. In recent years, the news that some minors pay tuition fees and living expenses to reward anchors and embezzle their parents' capital accounts to "throw a lot of money" on the live broadcast platform has occurred repeatedly. Even some anchors have actively induced minors to reward, which has caused disputes and disputes between many parents and the live broadcast platform.

The 21st century economic report reporter learned that in the upcoming management rules of reward behavior in the live broadcast industry, the live broadcast platform will be required to screen the reward behavior of minors through face recognition and other technical means, so as to stop it.

In May 2020, the Supreme People's Court issued the new "guiding opinions on Several Issues concerning the proper trial of civil cases involving new crown pneumonia (II)", which clearly states that a person with limited capacity for civil conduct, without the consent of his guardian, participates in online paid games or online live broadcast platform "reward" to spend money that is incompatible with his age and intelligence, and the guardian requests the Internet If the service provider returns the money, the people's court shall support it.

The reporter noted that at present, many live broadcast platforms still have corresponding measures to deal with the reward return of minors. Some industry insiders pointed out to the reporter that when dealing with related disputes, how to define whether the reward behavior comes from minors is often difficult to prove. It will play a certain regulatory effect to join the guardian's face recognition authentication for the minors' network account before making large payment. However, the person also pointed out that in the specific implementation, there are still vague areas on how to define "funds that are not suitable for the age and intelligence of minors", and it is necessary to discuss the detailed rules by the platform under the leadership of the industry association.

Non e-commerce anchors will be classified and graded

In addition to the management rules for reward behavior in the live broadcasting industry, the network performance (Live) branch of China Performance Industry Association will also formulate the classification management specification for anchor accounts, mainly involving non-e-commerce network anchors.

"We are now divided into several categories, entertainment, outdoor, education, sports, government affairs and so on, and there are small sub categories." Qu Tao said, "the purpose of classification is to gradually guide the anchor to transform into high-value content. In terms of government regulation, it is also advocating more rich and valuable live broadcasting activities, such as tourism, culture, tradition and art, in addition to pan entertainment. "

Qu Tao also said that after the classification of anchors, there will be a classification of anchors. To be specific, it is to divide the anchor's account number into several levels. Excellent anchors should give preferential treatment to resources in various aspects such as traffic. For those who are constantly degraded, measures should be taken to limit the flow and reward. Furthermore, they should be listed in the gray list and blacklist of the industry.