Home World China to ban minors from tipping live broadcasts after 10 p.m.

China to ban minors from tipping live broadcasts after 10 p.m.

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Beauty blogger Austin Li Jiati talks to a dog on his lap during a live broadcast on the Taobao e-commerce platform on October 26, 2018 in Shanghai, China. 27-year-old Lee nicknamed “Lipstick Brother” is the hottest online beauty blogger in China.

VCG | Getty Images

China’s broadcasting regulator on Saturday issued new rules banning minors under the age of 16 from watching live broadcasts after 10 p.m., which has hit the developing sector.

Online live streaming platforms should ban minors from tipping, according to a statement from China’s State Radio and Television Administration. One common practice is to purchase virtual gifts for live broadcasts that can be redeemed in cash.

Such live broadcast platforms have forced minors to indulge in the practice of tipping, with the result that their physical and mental health has been severely damaged, the report said.

These rules will continue the crackdown in the country against the live broadcast sector, and authorities last month launched a campaign to promote what they deem appropriate and legal content on live broadcast platforms.

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The mass market for live broadcasts in China is growing rapidly. The phenomenon of online sales in real time – also called “live commerce” or “e-commerce live” – flew to China after the start of the coronavirus pandemic in 2020.

Such platforms sell goods directly to consumers through what may be hours of live video. Aside from individual online personalities, vendors also include technology giants such as AlibabaTaobao Market, Quayshou, PinduoduoDouyin from ByteDance.

Some of these firms last year reported an explosion in live broadcasts.

– This is serious news. Stay tuned.

– Evelyn Cheng from CNBC contributed to this report.

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