China’s Cyberspace Administration (CAC) has intensified its crackdown on problematic content and practices within online entertainment live streaming, announcing that over 7,200 live streaming rooms have been disciplined. This move is part of the ‘Qinglang’ campaign aimed at rectifying chaos in the sector.
Intensified Crackdown Targets Low-Brow Content and Exploitative Practices
The CAC has been laser-focused on addressing several key issues plaguing entertainment live streams. These include the prevalence of vulgar and inappropriate content, reward-driven mechanics designed to solicit excessive tipping, and the exploitation of minors. The initiative has led to the sanctioning of more than 7,200 live streaming rooms and over 2,200 accounts found to be in violation of regulations.
In addition to account-level penalties, the CAC has also guided platforms to delist and investigate several severe offenders, including MCN (Multi-Channel Network) agencies involved in entertainment live streaming. To maintain transparency and accountability, 17 governance announcements have been released, alongside the public exposure of typical cases to serve as a deterrent.
Platforms Step Up to Improve Live Streaming Ecosystem
During the special campaign, the CAC emphasized a dual approach of rectification and regulation. Efforts have been made to refine the content review mechanisms for live streams, optimize ranking systems and interactive features, and strengthen the management of live streaming accounts and MCN agencies. Platforms are being urged to actively fulfill their primary responsibilities in managing entertainment live streams.
Several major platforms have taken concrete steps:
- Douyin is now displaying MCN agency information on streamer profiles and conducting training for these agencies to standardize behavior from the source.
- Kuaishou has detailed its live streaming review standards and enhanced its technical capabilities to improve the accuracy of identifying low-brow content and inappropriate interactions.
- WeChat Video Account has launched an identity verification feature for suspected minors participating in live streams, aiming to prevent underage individuals from appearing in broadcasts covertly.
- Bilibili has adjusted its live streaming features and gameplay, removing mechanics like multiplier points, tiered bonuses, and ‘ranking rush’ features that were designed to stimulate tipping.
- Xiaohongshu has implemented measures such as traffic restrictions for inappropriate behaviors, including excessive shouting and PK (Player versus Player) battles lacking substantial content.
Positive Outcomes and Future Outlook
Following these concerted efforts, the prevalence of vulgar content in entertainment live streams has significantly decreased. Practices that induce and stimulate tipping have been effectively curbed, leading to a noticeable improvement in the overall live streaming ecosystem. The CAC stated that it will maintain a high-pressure regulatory stance, increase the investigation and punishment of violating accounts and agencies, and continue to guide platforms in improving their management mechanisms, enhancing technical governance, and optimizing features and gameplay. The ultimate goal is to foster a healthy, orderly, and positive entertainment live streaming environment.
