{"id":11041,"date":"2022-09-24T07:30:20","date_gmt":"2022-09-24T07:30:20","guid":{"rendered":"https:\/\/focus.cbbc.org\/?p=11041"},"modified":"2025-04-23T09:37:22","modified_gmt":"2025-04-23T09:37:22","slug":"what-are-the-current-regulations-for-live-streaming-in-china","status":"publish","type":"post","link":"https:\/\/focus.cbbc.org\/what-are-the-current-regulations-for-live-streaming-in-china\/","title":{"rendered":"What are the current regulations for live streaming in China?"},"content":{"rendered":"

With the increasing relevance of live streaming in China’s digital landscape in recent years, especially in the realm of e-commerce, regulations are frequently updated and change to restrict fraudulent and illegal activity and misinformation<\/h2>\n

Live streaming has become an essential way to create buzz and drive sales for companies operating in China across a wide range of industries. Companies that get it right can benefit greatly from the fast-paced live streaming content ecosystem to engage with consumers in an authentic way on the most popular platforms that they are using every day.<\/p>\n

In the early days of live streaming, using influencers was seen as a way for brands to promote products and drive traffic to e-commerce platforms<\/a> where they could further cultivate and sell products to consumers.<\/p>\n

However, the unprecedented consumer demand for live streaming<\/a> has led to a much more integrated approach, with mainstream e-commerce platforms opening live streaming channels or social media platforms embedding e-commerce into their offer. The trend has seen particular growth around platforms driven by user-generated video content, such as Douyin (the Chinese version of TikTok).<\/p>\n

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What are the new rules and regulations for live streaming?<\/h4>\n

With the increased use of live streaming, there has also been an increase in concern for the misuse of the new format, especially since live streams are not a permanent form of content. Examples of these concerns include vulgar or illegal content, fraudulent activity, and misrepresentation of products or services sold through live streaming, which could include false promotions and poor quality of products.<\/p>\n

On 22 July 2022, the National Radio and Television Administration and the Ministry of Culture and Tourism jointly published a new 18-point guideline (which can be read in full in Chinese here<\/a>) for the live streaming industry, which lists 31 banned behaviours and sets expected standards of quality and content for both live stream hosts and platforms. Notably, the guidelines also apply to virtual and AI-powered live stream hosts.<\/p>\n

Banned content\/behaviours include:<\/p>\n