The Chinese government has made it mandatory for all streamers and bloggers to prove their qualifications if they create content or simply share their personal opinions regarding important areas of life. The new rules, among other things, relate to topics such as medicine, finance, laws, politics, etc. The platforms used by the influencers will have to monitor their compliance with the rules.
A new code of conduct for streamers has been prepared by the State Administration of Radio and Television in conjunction with the Ministry of Culture and Tourism of China. The logic behind these rules is simple: no streamer or any other popular person can advise on areas in which they are not experts. This issue has been talked about since the early outbreaks of COVID-19, with some opinion leaders discouraging their fans from getting vaccinated or spreading rumors about the side effects of various vaccines. There are also cases when, due to bad advice from streamers, gullible viewers lost money on investments or even violated the law by receiving poor-quality legal advice.
With the adoption of the new code, platforms will have to moderate the content of streamers on their own and, if necessary, ask them for proof of qualification. For example, it can be a diploma of specific education or a certificate of employment. In case the streamer cannot confirm his qualification, then his/her channel will be blocked. The platform itself may receive a fine from the regulatory authority for ignoring the new rules.
In addition to the qualification confirmation rule, the regulator also required influencers to comply with certain rules of etiquette. In particular, this includes abandoning the ‘’vulgar appearance and obscene vocabulary.’’ The Chinese government suggests that influencers should focus on being an example for the youth, rather than generating extra traffic with the help of a "deformed aesthetic". The streamers themselves and viewers called it another attempt at censorship.
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