(Yicai Global) April 23 -- China’s cyberspace regulator has tightened the rules governing livestreaming to further safeguard minors, requiring among other measures that influencers and operators are at least 16 years of age.

The new rules the Cyberspace Administration of China published today also stipulate that the account name, avatar, space used for broadcasting, merchandise display as well as the clothes and image of marketers must not contain illegal or improper information. In addition, operators must not make false claims, sell counterfeit products, or falsify data on views and transactions.

The regulations order mechanisms for consumer rights protection and personal information protection to be beefed up, with an emphasis on the physical and mental health of the underaged. Platform operators will be required to provide warnings about any content that could be inappropriate for younger viewers.

E-commerce livestreaming has boosted employment and consumption, but its rapid emergence in recent years has not been without problems, including the use of improper language and marketing as well as the use of minors in broadcasts, said an official from the Cyberspace Administration of China, adding that there have also been problems with counterfeit and shoddy products.

The sector got a big boost from the pandemic as merchants moved online. The sector doubled in value last year to CNY961 billion (USD14.8 billion) and is set to grow to CNY1.2 trillion this year, according to market consultancy iiMedia Research. 

The new livestreaming regulations will come into force on May 25.

Editor: Tom Litting