The special behavior guide of the Internet anchor is here: It is not allowed to "change the vest" to return to the virtual anchor in the category.

Economic Observation Network reporter Feng Qingyan Following the "Specifications for Network Marketing Conduct" after the China Advertising Association released the "Network Marketing Code of Network" on June 24, 2020, today, two years later, the behavioral guidelines for online anchors came. On June 22, the State Administration of Radio and Television and the Ministry of Culture and Tourism jointly formulated the "Code of Code of Conductive Conduct".

What are the differences between the "Specifications for the Behavior of the Internet"? "There are differences between the two. This time it is aimed at online anchors. In fact, it is mainly the content producers. Online live marketing behaviors refer to the behavior of e -commerce live broadcast. This time it should be a behavior of online anchors. Guide. "Cui Lili, Executive Director of the Institute of Electronic Commerce of Shanghai University of Finance and Economics, told the Economic Observer.com reporter.

Cui Lili told reporters that the specification clarifies the category of online anchors, not only including natural persons but also virtual people, but at the same time, whether it is real -time communication and interaction, or uploading and uploading audio and video programs is covered.

"The" Specifications for the Behavior of the Internet "is an important part of Internet governance, an important basis for the moral norms of online anchors, and an important support for strengthening its social responsibility." Huang Jin, deputy director and secretary general of the Research Center, told reporters from the Economic Observation Network.

The anchor of the banned network is not allowed to "change the vest" to come back

The network anchor will be included in the "blacklist" or "warning list".

On June 22, the person in charge of the Personnel Department of the State Administration of Radio and Television stated that in recent years, in recent years, a large number of online live programs have emerged, and the number of online anchors has grown rapidly. Development has played an important role.

While the online live format develops rapidly, the problem is also very prominent. "The quality of the network anchor team is good and bad, the threshold entry is low, some network anchors have weak legal awareness and distorted value concepts, spread vulgar content, spread false information, induce irrational consumption and large rewards, speculate on dazzling wealth, tax evasion, damage, damage The issue of illegal illegal and illegal physical and mental health occur from minors. "The person in charge of the Personnel Department of the State Administration of Radio and Television answered the reporter and said.

Therefore, the "Specifications for the Behavior of the Internet" was born.

The specifications are clear. For live broadcast content that requires a high professional level (such as medical care, financial finance, law, and education), the anchors should obtain the corresponding practice qualifications, and conduct a practice qualification report to the live broadcast platform. Record.

Regulating the requirements of a network anchor that has a serious nature of the problem, multiple problems, and repeatedly taught, should ban account numbers, incorporate relevant network anchors into the "blacklist" or "warning list", and will not be allowed to broadcast again in the form of replacement accounts or replacement platforms. Criminal responsibilities are investigated in accordance with the law for network anchors that constitute crimes.

Regulating emphasizes that artists who violate illegal losses shall not provide public performances and speak out the opportunity to come out to prevent the transfer of the transfer position. Network performances and online audiovisual brokerage agencies should strengthen the management and restraint of online anchors, provide brokerage services in accordance with laws and regulations, and safeguard the legitimate rights and interests of online anchors.

"The specifications listed 31 blacklists." Cui Lili said.

In response to the frequent situation of online anchors to seduce minors users to reward events, Article 28 of the 31 blacklist behavior mentioned that through organizational hype, hiring water forces brushing gifts, and promoting the "brush gift draw" and other means, Impressure, temptation, and encourage users to "reward" a large amount, seduce minor users to "reward" or "reward" with false identity information.

Implementation also requires detailed and standards

At present, online anchors have occurred in violation of laws and regulations in live broadcasts. The person in charge of the Personnel Department of the State Administration of Radio and Television said in a question from the reporter that the issue of strong false propaganda, sales of counterfeit goods, and data fraud in response to the public's reflection of the public rights and interests of consumer rights and interests, Article 14 of the "Code of Conduct" on the Internet anchor live band The cargo behavior has clearly stipulated.

The person in charge added that one is that it is not allowed to market counterfeit, infringe intellectual property rights, or does not meet the requirements of protecting the person's and property security requirements, fictional or changing data traffic such as transactions, attention, browsing, and likes. Exaggerated publicity and misleading consumers, to deceive consumers through false commitments, use absolute use of words, violate advertising -related laws and regulations without permission to sell specialized sales, specialty items, etc. Wait for false and harassing advertisements. Regarding the individual network anchor tax evasion of the previous society, Article 11 of the Code of Conduct clearly requires that the online anchor should apply for income truthfully and fulfill the tax obligations in accordance with the law.

In response to the "rice circle" chaos in online performances and online audiovisual programs, Article 6 of the "Code of Conduct" clearly requires that online anchors should adhere to a healthy style, consciously abandon the low -level interests such as vulgar, vulgar, kitsch, and consciously oppose traffic flow Supreme, deformity aesthetics, chaos of "rice circle", and gold worshipism. In addition, Article 7 and 14 also have relevant requirements.

Cui Lili told reporters that the specifications not only provided directional provisions on network anchors in terms of content transmission and audience guidance, emphasizing respect for intellectual property rights, but also covering the basic responsibilities of online anchors in terms of income and taxation.

"Standardize the industry supervisor and law enforcement department, which is the cultural and tourism administrative department and the administrative department of radio and television." Cui Lili told reporters, "It also clarifies the responsibilities and obligations of online performances, audiovisual platforms, brokerage agencies and industry associations.In one step, the industry needs to be further improved in terms of system construction. "Cui Lili said that the regulatory feeling is still directional, and the specific implementation still requires local cultural tourism departments, radio and television departments, as well as enterprises and associations.The platform should have similar rules, and may also need to be aligned with norms.

- END -