- Influencers in China are now required to have the right “qualifications” to speak about specific topics.
- Live streamers have also been banned from posting content that “weakens” the Communist Party.
- The far-reaching rules come as China continues to crack down on its booming live-streaming industry.
Influencers in China are now required to have “qualifications” if they want to discuss topics such as law, medicine and finance during a live performance.
On Wednesday, China’s National Radio and Television Administration released a series of new guidelines requiring live-streaming presenters to acquire “relevant qualifications” before speaking on specific topics that require a “high level of professionalism”.
These include subjects such as healthcare, law, finance and education, the notice said, although it did not specify the type of qualifications required.
“Live streaming hosts assume important responsibilities and play an important role in spreading scientific and cultural knowledge, enriching spiritual and cultural life, and promoting economic and social development,” the statement said.
The new rules promote a “positive, healthy, orderly and harmonious internet space,” she added.
The notice also lists 31 things live streaming hosts are not allowed to do, such as: B. promoting gambling, violence or drug use.
Live-streaming influencers are also banned from posting content that “weakens, distorts or denies the leadership of the Chinese Communist Party and the socialist system,” she added.
Demonstrations of food waste and overeating – such as the extreme eating trend known as “mukbang” – are also not allowed, it said.
The guidelines come amid China’s ongoing crackdown on the country’s booming live-streaming industry. According to estimates by consulting firm KPMG, the country’s live streaming market was valued at around 1 trillion yuan ($156 billion) in 2020.
Many live streaming hosts have become incredibly popular, amassing millions of loyal followers that authorities may see as overly influential.
Earlier this month, one of China’s most famous influencers, Li Jiaqi, abruptly went off the air after promoting a shell-shaped ice cream online a day before the 1989 Tiananmen Massacre. Ironically, the incident may have inadvertently introduced the heavily censored historical event to Li’s 170 million followers.