Reports state that regulators in China have implemented a new rule requiring influencers and live streamers who provide professional advise in fields like medical, health care, finance, law, education, etc. to first demonstrate that they have the necessary credentials. The authorities have also outlawed outright imitations or parodies of prominent Chinese officials or other historical figures.
The State Administration of Radio and Television of China and the Ministry of Culture and Tourism established a new “code of conduct” for the nation’s expanding livestreaming community, requiring that any influencer producing content that calls for specialised knowledge—such as providing medical, financial, or legal advice—be qualified to do so.
Now, before a streamer’s video is released, livestreaming platforms are in charge of evaluating their skill and authorising it. A permanent ban from livestreaming might also be imposed on influencers who break the code of conduct. Beijing intends to expose bad influencers by regularly issuing a blacklist of presenters that broadcasters are expected to avoid.
Beijing’s efforts to exert a tighter control over internet material are furthered by the regulations requiring expert influencers to demonstrate their qualifications.
Sales at China’s e-commerce behemoths that have embraced livestreaming as a lucrative income source may suffer as a result of the tough regulations. According to consultancy company McKinsey, livestreams now account for 10% of China’s e-commerce income, and a skilled livestreamer may generate billions in sales.