Regulating live broadcast rewards must reasonably define platform responsibilities

Regulating live broadcast rewards must reasonably define platform responsibilities

Regulating live broadcast rewards must be reasonably defined on the platform responsibility Release time: 2022-05-1020: Tuesday Source: Rule of Law Daily-Rule of Law Network □ Xue Jun not long ago, some media reports that a company’s financial personnel are addicted to the online broadcast of live broadcasts and misappropriated the company’s funds for the company’s funds. , Frequent high rewards on different platforms. Due to the huge amount of funds, the company’s operations were trapped. This extreme case once again attracted the public’s attention to the chaos of live broadcasts.

In recent years, with the development of live broadcast technology, activities such as various information release, social entertainment and commercial marketing have been increasing with the help of live broadcast technology.

User rewards are the main sources of live broadcast platforms and anchor income. In order to get more reward revenue, the live broadcast platform and anchor have continuously tried various methods to increase user attention and online duration. Cases such as embezzlement of public funds, rewarding anchors of husband and wife common property, and high rewards anchor of minors appeared from time to time.

These chaos in the live broadcast reward also aroused great attention from the regulatory authorities.

In the 2022 "clear" series of special operations in 2022, webcast rewards were listed as the key governance objects. The webcast reward involves the main body of multiple parties. The key to effectively control the existing problems is to implement the management responsibilities of the live broadcast platform.

Regarding the responsibility of the live broadcast platform, my country has formulated a series of regulatory policies in recent years. In November 2020, the State Administration of Radio and Television issued the "Notice on Strengthening the Management of Live and E -commerce Live Management of Network Show"; in February 2021, the seven departments jointly issued the "Guiding Opinions on Strengthening the Management of Online Live Streaming Standards". These documents put forward a series of standardized management requirements for live broadcasts.

For example, the live broadcast platform of the online show should implement real -name system management of online anchors and reward users; the platform should restrict users at the highest amount of rewards each time, daily, and monthly reward; Consumption reminder, set up a reward for a calm period and delay to the accounting period, and so on. The above documents are based on the governance of live broadcast rewards, and the main starting point of implementing the governance responsibility of the live broadcast platform is the main starting point.

This idea is worthy of recognition from the whole, but it also needs to consider the reasonable boundary of the platform responsibility.

As a business operation model, live broadcast rewards are inseparable from the technical and operation and maintenance support provided by the live broadcast platform. Therefore, combined with the technology of the live broadcast platform and the underlying logic of operation and maintenance, it is more accurate and reasonable to define live broadcasts more accurately and reasonably The border of responsibility on the platform is particularly important. The types of Internet platforms in real life are tens of millions, but the underlying logic of the platform runs is similar.

The standard system of my country’s e -commerce law on the responsibility of platform operators still has applicable space. The primary content of the platform responsibility is to "get started", which is the same in the implementation of the responsibility of the Internet live broadcast platform. As long as the "entry control" is good, then an account -based management based on anchor -based management of an anchor who has bad dislocation will have a solid basis. In addition, the issues that have attracted much attention can be effectively resolved.

In the implementation of this responsibility, the live broadcast platform does still have a lot of room for improvement and improvement. In addition, operation and maintenance activities carried out with the technical capabilities of the live broadcast platform, such as the channel settings of the live broadcast platform, keyword search, algorithm recommendation, etc., there is no doubt that it can be solved directly through the corresponding requirements of the live broadcast platform. For example, do not play the ball on the channel settings, and do not set fixed channels such as "sexy" and "temptation".

In the site search function, do not provide similar search keyword recommendations or prompts.

When using the algorithm recommendation content, we should set the weight reasonably, and recommend more positive and healthy live content.

These are what the live broadcast platform itself can do. In addition, for bad behaviors such as induction and rewards that the anchor may exist, the live broadcast platform needs to strengthen daily monitoring, actively accept user complaint reports, and take management measures for the corresponding anchors.

Effectively implementing the above -mentioned governance responsibilities of the live broadcast platform should be able to largely curb various chaos in live broadcast rewards. However, in practice, the boundary of the platform responsibility should also be reasonably determined. For some special extreme cases, the live broadcast platform should be allowed to bear the responsibility that is difficult to match with the underlying logic of its technology and operation and maintenance. If you expand the platform responsibility unlimited, it may be difficult to achieve good results.

In short, strengthening platform responsibilities is very important, but the boundary of the platform responsibility reasonably is the key. (The author is a professor at the School of Law of Peking University, Director of the Research Center of Peking University Electronic Commerce Law) Editor in charge: Zhang Meixin.