What’s trending?

Forty-four livestreaming platforms, including Macao-based Crown Live, Higo Live and UP Live, have been caught by new regulations aimed at cleaning up China’s cyberspace. The new rules come in the publication by eight departments, headed by the Cyberspace Administration of China, of a notice regarding “Online livestreaming classification and standards” and a pledge to clean up the sector in six months.

What’s the story?

Internet celebrity culture in China has blown up thanks to the rapidly growing livestreaming sector. However, many people are concerned that the multibillion-dollar industry is plagued by out-of-control commercialism as well as pornographic material.

Chinese authorities have launched an Elimination of Pornography and Unlawfulness campaign of which the new “Online livestreaming classification and standards” paper is a part. It is not the first time regulations have focused on social e-commerce sites, with earlier livestreaming rules imposed in 2016 and 2018. This time, the target is smaller platforms that have avoided earlier censure and exploded in popularity with stuck-at-home users spending heavily on gifts for performances, a category that usually includes vulgar material, as well as spending money on counterfeit goods. The authorities are especially keen to stop minors from being taken advantage of.

What are people saying online?

People have generally responded with a sentiment of “it’s about time.” One user wrote that only if livestreaming “gifts” were abolished would the latest anti-porn campaign have a chance of succeeding. Another wrote, “Everything I swipe on nowadays is out-of-school millennial kids boasting of six digit earnings, or declaring that ‘education is not that important after all’…. I’m not against WeChat stores per se, but I’m not a fan of the sense of superiority that comes from this kind of ignorant but crazy commercialism. It will ruin our kids.” The user implored livestreaming app Kuaishou to “stay local, it’s what you’re good at!”

Contact editor Marcus Ryder (marcusryder@caixin.com)