For the first time, the behavior of online anchors was systematically and comprehensively standardized. The Ministry of Culture and Tourism of the State Administration of Radio, Film and Television jointly issued the "Code of Conduct for Internet Anchors"

  □ Our reporter Zhu Ningning

  The State Administration of Radio and Television and the Ministry of Culture and Tourism recently jointly issued the "Code of Conduct for Internet Anchors" (hereinafter referred to as the "Code of Conduct").

  In recent years, a large number of live web programs have emerged, and the number of web anchors has grown rapidly.

In this process, the quality of the network anchor team is mixed, the entry threshold is low, some network anchors have weak legal awareness, distorted values, spread vulgar and vulgar content, spread false information, induce irrational consumption and large rewards, hype to show off wealth and pay money, Tax evasion, damage to the physical and mental health of minors, and other violations of laws and regulations have occurred from time to time, seriously disrupting the industry order, polluting the social atmosphere, and the people's strong reactions. It is urgent to regulate the behavior of online anchors and strengthen supervision.

  "In order to strengthen standardized management, the State Administration of Radio and Television, on the basis of extensive special research, and the Ministry of Culture and Tourism jointly drafted and formed the "Code of Conduct"." The person in charge of the Personnel Department of the State Administration of Radio and Television said that the "Code of Conduct" issued The purpose is to guide network anchors to standardize their professional behavior, strengthen social responsibility, and establish a good image, which will help improve the overall quality of the network anchor team, manage industry chaos, standardize industry order, and further promote the continuous and healthy development of online performance and online audio-visual industry through standardized management. .

  A number of specific requirements have been put forward for network anchors

  According to reports, the "Code of Conduct" stipulates the positive behavioral norms and requirements that network anchors should adhere to.

Specifically: abide by the Constitution, laws and regulations, and safeguard national interests, public interests and the legitimate rights and interests of others; abide by the relevant provisions of the online real-name system for account registration, real-name registration and standard use of account names; adhere to the correct political orientation, public opinion orientation and value orientation, and establish a correct The world outlook, outlook on life, values, and actively practice the core values ​​of socialism; adhere to the people-centered creative orientation, reflect the new atmosphere of the times, and sing the new creation of the people; adhere to a healthy style and taste, consciously abandon the vulgar and vulgar kitsch, and resist the destruction of the Internet Bad behavior in performance and online audio-visual ecology; guide users to interact in a civilized manner, rational expression, and reasonable consumption; maintain a good sound screen image, performance, clothing, makeup, language, behavior, body movements, and screen display must conform to the public's aesthetic taste and appreciation habits ; Respect the legitimate rights and interests of citizens and legal persons; abide by laws and regulations related to intellectual property rights; perform tax obligations in accordance with the law; standardize the use of the national language; Other network anchors who need a higher professional level of live broadcast should obtain corresponding practicing qualifications.

  Delineate the bottom line and red line of network anchors' professional behavior

  In view of the outstanding problems in the current online performance and audiovisual program services, the "Code of Conduct" also lists the behaviors that network anchors must not appear in the process of providing online performances and audiovisual program services. red line.

  "These requirements are the basic norms that network anchors should abide by, which will help network anchors to establish a good image of themselves and the healthy development of the industry," said the person in charge.

  In response to the legal rights and interests of minors and the protection of physical and mental health of minors that are widely concerned by the society, Article 14 of the "Code of Conduct" has been strengthened in many places to actively create a healthier online environment for the growth of minors.

First, it is forbidden to introduce or display suicide, self-mutilation, bloody violence, high-risk actions and other dangerous behaviors that are likely to be imitated by minors, and to show content that induces minors’ bad habits such as smoking and alcoholism; second, it is forbidden to use minors or unauthorized Adult characters conduct non-advertising commercial propaganda, performances, or gain commercial or illegitimate benefits as gimmicks, and guide content with wrong values, outlook on life and morality; third, it is not allowed to use organized hype, mercenary navy to pay gifts, and publicity.” By means of "swiping gift lottery" and other means, it implies, tempts, and encourages users to "reward" large sums of money, and lure underage users to "reward" or use false identity information to "reward".

  In order to implement the comprehensive management and deployment arrangements in the entertainment field and rectify the chaos of the "fan circle", Article 6 of the "Code of Conduct" clearly requires that online anchors should adhere to a healthy style and taste, consciously abandon vulgar, vulgar, kitsch and other low-level interests, and consciously oppose the supremacy of traffic. , deformed aesthetics, "rice circle" chaos, money worship and other undesirable phenomena; Article 7 of the "Code of Conduct" clearly requires that online anchors should guide users to interact in a civilized manner, rational expression, and reasonable consumption, and jointly build a civilized and healthy online performance, online audio-visual ecosystem.

In addition, Article 14 of the "Code of Conduct" also clearly stipulates that online anchors shall not guide users to interact in a vulgar manner, organize incitement of fans to tear and abuse each other, drag and provoke war, spread rumors and attack, and implement cyber violence.

  Clearly regulate the behavior of online anchors with live broadcasts

  At present, online anchors have violated laws and regulations in live broadcasts from time to time.

Article 14 of the "Code of Conduct" clarifies the issues that harm consumers' rights and interests, such as false propaganda, sales of counterfeit and shoddy goods, and data falsification, which have been strongly reported by the public.

  First, it is not allowed to market fake and shoddy products, infringing intellectual property rights, or products that do not meet the requirements of protecting personal and property safety, falsifying or tampering with data traffic such as transactions, attention, page views, and likes; Luring consumers through false promises, using absolute terms, violating advertising-related laws and regulations, and selling franchises and monopoly items without permission; thirdly, it is not allowed to spread false and harassing advertisements through "barrage", live broadcast room names, announcements, voices, etc. .

  It is worth noting that, with regard to the tax evasion and evasion of individual network anchors that have been concerned by the society before, Article 11 of the "Code of Conduct" clearly requires that online anchors should truthfully declare their income and fulfill their tax obligations in accordance with the law.

  Provides penalties for network anchors' violations

  The "Code of Conduct" clarifies that online performances, online audio-visual platforms and brokerage agencies should strictly implement the main responsibility for the management of online anchors, and establish and improve internal system norms such as online anchors' entry, training, daily management, business scoring files, and "red and yellow card" management. .

For network anchors who have violated regulations, it is necessary to strengthen warnings and restraints; for network anchors with serious problems, repeated problems, and repeated teaching, their accounts should be banned, and relevant network anchors should be included in the "blacklist" or "warning list". It will be broadcast again in the form of changing accounts or changing platforms.

For network anchors who constitute a crime, criminal responsibility shall be investigated according to law.

Artists who violate the law and violate morality shall not be provided with the opportunity to publicly perform literary and artistic performances or make sound appearances, so as to prevent them from relocating and making a comeback.

  Relevant industry associations should regularly announce online anchors who violate laws and regulations, violate morality, and cause bad social impact, and guide all platforms to boycott and severely punish them.

At the same time, we will encourage online performances, online audio-visual platforms and brokerage agencies to give positive incentives to online anchors who are uplifting and good, and who model and abide by the code of conduct.

Keywords: