The live broadcast rewards the cooling-off period to cool down the impulse
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Seven departments including the National Cyberspace Administration of China and the National Office of Anti-Pornography and Anti-illegal Issues have jointly issued guidance opinions a few days ago, aiming at the controversial live broadcast and rewarding chaos and imposing brand new regulations and restrictions on it.
It pointed out that it is necessary to set reasonable limits on the total amount of rewards in a single game and the popularity of live broadcasts for network anchor accounts of different categories and levels, and set the reward cooling-off period and delayed payment period when necessary.
"When I first became an anchor in 2016, everyone relied on fan rewards to make money. This is the most direct motivation for the anchor to make excellent live content." said Liu Jinyin, an anchor with more than 800,000 fans.
At the highest income, his daily income was 5,000 yuan.
Not long ago, a new regulation attracted the attention of network anchors including Liu Jinyin.
The introduction of the new regulations may shatter some anchors’ dreams of getting rich overnight.
The "Guiding Opinions on Strengthening the Standardized Management of Online Live Broadcasting" (hereinafter referred to as the "Guiding Opinions") jointly issued by the National Cyberspace Administration of China, the National Anti-Pornography Office and other seven departments a few days ago, clarified that network anchors shall not accept unauthorised The guardian agrees to recharge and reward minors; the webcast platform shall reasonably set upper limits for single virtual consumer goods and single reward quota, and set reward cooling-off period and delayed payment period if necessary.
Industry insiders pointed out that the introduction of the new regulations will undoubtedly play a further role in safeguarding the standardized development of the webcast industry.
New rules are introduced to reward chaos on live broadcast
Live rewarding means that users recharge online, purchase virtual currency on the live broadcast platform, and then purchase various virtual gifts on the live broadcast platform to send to the anchor.
The anchor and the platform will share proportionally the actual amount of rewards according to the contract. This is also the main profit method for the live broadcast platform.
According to statistics, in 2020, the top 10,000 users of the top "Hao" on the five live entertainment platforms have accumulatively rewarded 2.975.8 billion yuan.
Among them, 67.36% of users earn 40,000 to 500,000 yuan rewards a year.
While live-streaming rewards creates a rich overnight, it also exposes problems such as inadequate performance of the main body's responsibilities and failure to recharge rewards.
"9-year-old girl rewarded the anchor for spending 100,000 yuan as a gift at home", "Hefei man rewarded the anchor for 120,000 if he didn't buy milk powder for his child", "accountant embezzled 9.3 million yuan in public funds to reward the female anchor"... Such incidents frequently occur.
The "Guiding Opinions" clearly stated that webcasting platforms should guide and regulate users' reasonable consumption and reward rationally in accordance with laws and regulations; webcasters must not accept minors without the consent of their guardians to recharge and reward.
For minors who fraudulently use adult accounts to make rewards, refunds must be processed in accordance with regulations after verification.
It is worth noting that the "Guiding Opinions" set a cooling-off period and restrictions on rewards for webcasting.
According to the "Guiding Opinions", webcasting platforms should reasonably set upper limits for individual virtual consumer products and single reward quotas, and remind users whose single-day reward quotas have triggered corresponding thresholds for consumption, and set reward cooling-off periods and delays if necessary Arrival date.
In addition, the "Guiding Opinions" stipulate that different types of webcaster accounts should be reasonably limited in terms of the total amount of rewards, live broadcast popularity, live broadcast duration, single-day live broadcast sessions, and time interval for live broadcasts. Warning measures.
PK routines and deep users become "leeks"
The high income of the live broadcast industry has made the competition among anchors more and more fierce.
Liu Jinyin told reporters that behind many passionate rewards and high-stakes rewards, there are well-designed routines by the anchor.
Some anchors take the "wrong way" for immediate benefit, rely on vulgar content to attract traffic, and even induce minors to recharge and reward.
"Rewarding for the host satisfies the user’s vanity psychology. The more the rewards, the more important it is to the host. The live broadcast platform will also set up an account upgrade mechanism according to the amount of the reward. Take the initiative to strike up a conversation." Said Wang Jiayan (pseudonym) who once operated a live broadcast platform.
Wang Jiayan told reporters that under normal circumstances, anchors also set reward lines for themselves.
After the fans pass the online rewards, the anchor will add their WeChat chats in private, and even hint at how much rewards can develop a romantic relationship, step by step to make fans "sink their feet in mud."
"The biggest routine for live broadcasting is the PK mode." Wang Jiayan is well versed in the "inside story", "The PK anchor will formulate punitive measures beforehand, and they are generally very strange. For example, the loser eats raw eggs, drinks soy sauce, etc. At the beginning you Maybe you can spend 60 yuan to help the anchor win the other party, but if the other party’s fans spend more than you, you will feel unwilling and competitive, and you will spend more and more money."
Wang Jiayan said that this PK mode is more like a routine designed by two anchors to attract rewards. Many anchors will also hire people to bring the rhythm in the live broadcast room, and cooperate with the two anchors to scold each other, act like a coquettish and sell miserables, etc., to induce fierce confrontation among fans. , Inciting passion for rewards.
It is especially difficult for some minors to control themselves, and it is not uncommon to see cases of stealing money or borrowing money to make huge gifts for host broadcasters.
The reporter learned that some "local tyrants" who rewarded the anchor with millions of dollars a night would discuss with the anchor in advance how much to reward, and how much to return in private.
Under such secret trading rules, ordinary users who participate in the passionate rewards of the anchor PK have become the "leeks" that have been cut.
Supervise the live broadcast platform to regulate the behavior of the anchor
"A lot of big rewards and passionate rewards are impulsive behaviors with a fever of mind, and some regrets afterwards." Wang Jiayan said, "If the new regulations can be implemented, it will effectively curb the live broadcast deliberately highlighting the atmosphere and induce high rewards, etc. Behavior is conducive to allowing users to make a decision whether to reward or not in a relatively rational and equal state."
According to statistics, in 2015, there were only 7.7 million paying users in the live video broadcasting industry in my country, which increased to 36.1 million in 2019.
Searching for the keyword "Live Reward" on the Judgment Written Online, you can retrieve 1017 documents, 4 of which were in 2016 and 518 were in 2020.
Refund disputes caused by live streaming rewards are not uncommon.
"Live broadcast is a kind of scene consumption. In the online rewarding behavior, the user and the live broadcast platform and anchor are a contractual relationship." said Wang Yuqi, a lawyer at Guangdong Guanghe (Changchun) Law Firm.
Wang Yuqi said that rewarding is a reward to the anchor for providing performance services that he recognizes. In a certain sense, it should be understood as a paid service purchase, rather than a free gift of property.
The "Guiding Opinions" issued by the seven departments this time also clearly stated that the network live broadcast platform should establish live broadcast reward service management rules, and clarify that the reward service provided by the platform to users is information and entertainment consumer services.
The reporter combed through relevant reports and found that after huge rewards, some users of the live broadcast platform were in debt crisis or even lost their wives, and some went to jail for illegally embezzling public funds or defrauding money.
In this case, can the rewarded money be returned?
Wang Yuqi said that in practice, if a user uses illegal income, such as theft or embezzlement, to recharge or give rewards, the victim can request the case-handling agency to recover it.
The relevant person in charge of the National Internet Information Office pointed out that the main purpose of issuing the "Guiding Opinions" is to urge the live broadcast platform to compare relevant regulations, implement hierarchical and classified management of anchor accounts, regulate network anchor behaviors, prevent irrational and passionate rewards, and curb business Marketing chaos.
"Relying on the "wrong way" can only be exchanged for short-term benefits, and legal compliance is the long-term solution. It is foreseeable that the new regulations will enable the industry to achieve a more standardized and healthy development, and those who really do high-quality content will have more room for development." Liu Jinyin said.