Not long ago, Zhao Fengfeng, the 33 year old Internet anchor girl, "Yubei female security guard", was killed. The suspect is her "fan" and has won many awards for it. "Brush well online, regret green intestines offline". In recent years, with the rise of live webcast, some anchors earn a lot by reward, but all kinds of disputes around live reward are also increasing. Relevant data show that as of June 2021, the number of live webcast users in China has reached 638 million, accounting for 63.1% of the overall Internet users. In addition, in 2015, there were only 7.7 million paid users in China's live video industry, which increased to 36.1 million by 2019, with an annual compound growth rate of 47.2% and a user payment rate of 9.6%. China's network live broadcast user group is becoming larger and larger, and more and more paying users reward the anchor, and the amount is getting higher and higher. The reward income has become one of the important ways for the profit of the live broadcast platform and anchor. At the same time, there are more and more disputes caused by live reward. The reward behavior that brings rich benefits to the live broadcasting platform and anchor has not been effectively standardized, resulting in a lot of chaos. The more common is the reward chaos of minors. Such as "a 9-year-old girl rewards the anchor to spend 100000 gifts at home", "the post-90s cashier misappropriates 48.26 million yuan of public funds and rewards the anchor more than 20 million yuan for more than a year", and so on. In order to get more rewards, the anchor will often stimulate and induce netizens to reward in various ways. For example, some live broadcasting rooms will rank the fans who give gifts, and the fans who give high gifts will get the anchor's additional attention and roll call interaction... These incentives will make it easier for netizens to make irrational consumption such as passionate rewards and high rewards. To prevent such irrational consumption, we should do a good job in corresponding prevention and control, and take effective measures to make both sides "rational". As early as February this year, seven departments including the state Internet Information Office jointly issued the guidance on strengthening the standardized management of webcast, requiring that a reward cooling off period and a delayed arrival period be set when necessary. If the user's reward frequency and amount exceed the set threshold, the platform will prompt and suggest the user to calm down; The management regulations will also require the platform to limit the maximum amount of a single reward, so as to limit the high reward; For the reward behavior of minors, face recognition technology is used to curb it. Novel coronavirus pneumonia (the two), which is the highest law promulgated by the Supreme People's court, has issued a guiding opinion on Several Issues concerning the proper handling of civil cases involving new crown pneumonia cases in accordance with the law. It also explicitly states that the civil servants with limited capacity do not pay their age and intelligence in a way that they are not entitled to participate in the online paid games or the webcast platform "reward" without their guardian's consent. If the guardian requests the network service provider to return the money, the people's court shall support it. We should make both sides of the live broadcast reward "rational" and calm down. The anchor and platform will not be mercenary and unscrupulous. Netizens can also reward and consume rationally. Through measures such as live broadcast reward and setting a cooling off period, industry norms are realized; Strengthen judicial punishment and protection by improving relevant laws and regulations; The majority of netizens should not consume blindly. Only in this way can we effectively curb irrational consumption such as passionate reward, high reward and juvenile reward, so as to pour rational "cold water" on the live reward that causes some users to consume blindly and reward enthusiastically, which is conducive to protecting the legitimate rights and interests of the majority of users and avoiding minors from becoming the "prey" of the stakeholders of live reward. Let the live broadcast reward no longer be an "impulse consumption", which is also conducive to the long-term development of the industry and in line with the long-term interests of the industry. (outlook new era)
Edit：Yuanqi Tang Responsible editor：Xiao Yu
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