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 below 16 years from watching stay streaming content material after 10 pm, in a blow to the booming sector.
On-line stay streaming platforms have to bar minors from tipping stay streamers, mentioned China’s State Administration of Radio and Tv in a press release. One frequent observe is shopping for livestreamers digital items which could be redeemed for money.
Such stay streaming platforms have led minors to bask in such tipping practices, inflicting their bodily and psychological well being to be severely 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 applicable and authorized content material on livestreaming platforms.
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The large stay streaming market in China has been rising quickly. The actual-time on-line promoting phenomenon — additionally known as “stay 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 by way of what could be hours of stay video. Aside from particular person web personalities, sellers additionally embody 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 stay streaming exercise.
— That is breaking information. Test again for updates.
— CNBC’s Evelyn Cheng contributed to this report.