Under normal circumstances, the anchor can't see the face of the audience and can't hear the voice of the audience. During the live broadcast, the anchor can only see the text sent by the audience and all kinds of gifts brushed by the audience. So live broadcast is also an interactive process.

Measures for the administration of live broadcast

In April, 20021,the State Internet Information Office, Ministry of Public Security, Ministry of Commerce, Ministry of Culture and Tourism, State Taxation Administration of The People's Republic of China, State Administration of Market Supervision and State Administration of Radio and Television jointly issued it. The relevant person in charge of the National Internet Information Office answered a reporter's question on the Measures for the Administration of Webcast Marketing (Trial).

I. Q: Please tell us about the background of the formulation and promulgation of the Measures?

A: As a new business model and Internet format, webcast marketing has developed rapidly in recent years, which has played a positive role in promoting employment, expanding domestic demand, boosting the economy and tackling poverty. However, at the same time, the words and deeds of field marketers have become out of order.

The people have strongly reacted to the problems of using minors to broadcast live for profit, failing to perform the main responsibility of the platform, false propaganda and data fraud, frequent counterfeit and shoddy goods, and difficulties in obtaining evidence for consumers' rights protection. It is necessary to introduce the corresponding system norms in time.

As an important administrative normative document to implement the provisions of the cyber security law, the e-commerce law, the advertising law, the anti-unfair competition law, and the ecological governance of network information content, the Measures have important practical significance for standardizing the order of the online market, safeguarding the legitimate rights and interests of the people, promoting the healthy and orderly development of new formats, and creating a clear cyberspace.

2. Q: What is the thinking of formulating the Measures?

A: The Measures adhere to the combination of current and long-term considerations, the combination of promoting development and standardized management, and the combination of inheritance and innovation. They fully consider the development trend of webcasting marketing, industry reality and the characteristics of various participants, and follow the idea of comprehensive coverage and classified supervision.

On the one hand, the "behind the scenes" and "online and offline" elements of various subjects are brought into the scope of supervision for the "people, goods and fields" in webcasting marketing. On the other hand, the respective rights and responsibilities of the participants such as the live broadcast marketing platform, live broadcast room operators, live broadcast marketers and live broadcast marketers' service agencies are clarified, which further compacts the main responsibilities of all parties.

Reference to the above content: Baidu Encyclopedia-Live Broadcasting