Online live performance standards set for influencers, agencies

The China Association of Performing Arts has released two notifications setting new standards for live performances on streaming platforms, the "Requirements for Operations and Services for Live Performance (Streaming) Platform" and the "Requirements for Operations and Services for Live Performance (Streaming) Talent Agencies".

The association's latest move follows the online live performance (streaming and short video) terminology issued by the Ministry of Culture and Tourism in March.

"The rapid development of live online performances (streaming) has played a positive role in boosting consumption, especially during the difficult period during the COVID-19 pandemic. However, it has also led to problems and negative events. The healthy environment for live online performance (streaming) needs to be strengthened," the association said, adding that "the move will help shape a healthy environment and the growth of the boom in the livestreaming sector".

The two notifications seek to expand the reach of regulatory authorities to livestreaming influencers.

The content of live online performances (streaming) will be examined and regulated, including the language used by online influencers, the way they present themselves, and the comments and danmu (video commentary consisting of scrolling viewer messages on top of the video in real time) posted.

Agencies that manage online influencers are also being regulated and must follow rules regarding the management of online influencers, content verification, and advertising.

According to the China Association of Performing Arts, online performances (streaming) and livestreaming e-commerce have changed the way people consume. Last year, online streaming brought in 199 billion yuan ($27.75 billion) in revenues, and there were about 150 million online accounts involved in online performances and livestreaming e-commerce.

In 2021, the Cyberspace Administration of China and six other government entities, including the Ministry of Commerce, the Ministry of Culture and Tourism and the State Administration for Market Regulation, released guidelines regulating the country's booming livestreaming industry and set standards for livestreaming e-commerce platforms, operators and hosts.

The guidelines were designed to protect the rights and interests of consumers and tackle problems including false advertising and the sale of poor-quality goods.

Authorities have released rules and regulations and set standards for live online performances (streaming) because the rapidly growing audience reached 469 million in June last year, compared to 204 million in March 2020, according to a report by the Academy of China Council for the Promotion of International Trade released last November.