The representatives of the two sessions proposed to prohibit celebrities from endorsing games, and the chaos in the interactive entertainment industry needs to be cured

Adults addicted to online games have always been the focus of attention of the representatives of the two sessions, and this year's two sessions, suggestions such as increasing the frequency of face recognition verification of suspected underage users have been put forward. In addition, chaos such as live broadcasting of the interactive entertainment industry has also been mentioned, and "setting a cooling-off period for tips" has aroused heated discussion.

The game industry enters the representative vision of the focus

Li Jun, a deputy to the National People's Congress and secretary of the xiuyun village party branch in Cangxi County, Guangyuan City, once suggested that "banning celebrity endorsement game advertisements" once again appeared on the hot search, although it was a suggestion last year. Li Jun proposed that celebrities should be prohibited from endorsing online game advertisements, and the total amount of game categories should be controlled in various media display advertisements and Internet pushes. He believes that advertising platforms should assume social responsibility, and spokespersons should consider the positive significance and negative impact of endorsement advertising.

During this year's two sessions, Li Jun will continue to pay attention to games, and he is ready to call for increased supervision and rectification of online games and the formulation of an online game hierarchy. Li Jun believes that online games lack perfect laws and regulations, which have a lot of negative impacts on teenagers. In this regard, the entry threshold of the game industry should be increased, and the operating enterprises must establish a sense of social responsibility.

In addition, Li Jun proposed that by formulating an online game rating system suitable for the national conditions of the mainland, people of different ages can play games at different levels; improve the supervision mechanism of the online game market, clarify the division of responsibilities and responsibilities of the management departments related to online games, and strengthen the supervision of online games in terms of game grading, content review, real-name correspondence identification, parental monitoring and account security.

The proposal for a hierarchy for online games was discussed as early as the two sessions in 2007, and this hierarchy is already in the making. According to the "Progress Report on the Protection of Minors in the Game Industry" released by Gamma Data in November 2021, the Game Working Committee has taken the lead in compiling the group standard of "Online Game Age-appropriate Tips", and the first batch of pilot units at this stage have introduced more than 300 games with age-appropriate prompt marks, with a completion rate of more than 90%. The first batch of pilot enterprises include Tencent, NetEase, 37 Interactive Entertainment, Perfect World, Sheng Qu Games, etc.

With the gradual improvement of the regulations, the protection of minors against addiction in the game industry is also gradually implemented. Since the implementation of the "strictest new regulations against addiction" last year, the proportion of juvenile flow has continued to decrease, and Gamma data estimates that the proportion of minors will be less than 4% in 2021. The revenue structure of China's game industry is continuously optimized, which has laid a solid foundation for the healthy development of the industry.

However, there are still some loopholes in juvenile anti-addiction, and first finance has previously reported that minors or use parent information, or bypass anti-addiction restrictions by buying accounts, while elderly elders do not know much about the new rules for juvenile anti-addiction, and often become the threshold for minors to break through anti-addiction restrictions. According to the gamma survey, more than 40% of parents are clear about the status of their children who have asked for their own or other adults' ID card information, and nearly 27% of parents do not know much about game products to strengthen the real-name authentication link.

In order to solve the problem of minors fraudulently using parental identity information to bypass supervision, some game manufacturers have also opened face recognition for double verification, but there are countermeasures under the policy, and minors can deceive parents in various ways to face recognition.

In this regard, Yu Xinwei, member of the National Committee of the Chinese People's Political Consultative Conference and vice chairman of the Guangzhou Municipal Committee of the Chinese People's Political Consultative Conference, proposed that it is necessary to further consolidate the responsibilities of game enterprises, schools and parents, so that measures to prevent minors from indulging in online games can truly take effect. Yu Xinwei believes that in terms of game corporate responsibility, adult users should force face recognition when trading and logging in, and at the same time, reduce the face recognition time period for suspected minors to use adult accounts, and increase the frequency of face recognition verification requirements.

Regarding the strengthening of face recognition, some insiders believe that face recognition needs to pay a huge cost, and only a few large game manufacturers have been connected, and small game manufacturers cannot afford it.

At present, face recognition is only for minors' accounts and accounts used by suspected minors, Liao Xuhua, a senior analyst at analysys interactive entertainment industry center, once told First Finance and Economics, "It is not realistic to recognize the face of all adult accounts, although this is not a technical problem, but this violates the 'minimum scope' principle of the Personal Information Protection Law, which will cause huge waste of social resources and information security risks." "Therefore, more parents should prevent minors from indulging in online games from the level of family education."

Yu Xinwei also mentioned that schools and parents also have great responsibilities, schools should strengthen the management of mobile phones, tablets and other terminal equipment, timely carry out special family education guidance work, so that parents understand that children can bypass the new regulations by fraudulently using parents or other adult game accounts, and understand how to control children's games with the help of mobile phones. At the same time, parents should strictly control their children's registration of game accounts through their parents' ID cards, and control the mobile phone payment limit, daily consumption limit and children's economic resources on the Internet.

With the development of the game market, the governance of online games is also being improved. With the iteration and development of policies, the scope of supervision and the depth of supervision have also been deepened. Online games have successively added functional modules such as health game advice, game duration limit, recharge amount limit, game real-name authentication, etc., and introduced parental supervision projects to reduce the burden of guardian supervision, and at this stage, minors' anti-addiction has achieved more obvious results.

Live tipping needs to be regulated urgently

With the popularity of the Internet and emerging media, in addition to games, more chaos in the entertainment industry has also attracted attention, such as live broadcast tipping.

In response to the negative social impact caused by the live broadcast of online shows, on March 3, Xiao Shengfang, a deputy to the National People's Congress and president of the Guangdong Lawyers Association, suggested setting a cooling-off period for live broadcast rewards, which could be withdrawn within three days. He proposed that a classification and supervision be carried out according to the content of live broadcasts, and a cooling-off period system for some gossip news network live broadcasts, "pure appearance" live broadcasts and non-professional "dance" live broadcasts should be enforced, that is, tippers can withdraw tips within three days without reason.

Xiao Shengfang believes that the online show live broadcast industry is constantly developing, and some problems that urgently need to be regulated are becoming increasingly prominent. For example, the "tipping" behavior comes from money too quickly and too much, making many young people flock to the live broadcasting industry, and the entire industry has ignored the output of valuable content to a certain extent, and turned to the formation of a bad atmosphere dominated by gimmicks and curiosity.

Zhang Yi, CEO of Ai Media Consulting, believes that the cooling off period is certainly a choice, but from the perspective of thorough solution, more detailed and deeper constraints can be made in the guidance and specification of content, and the comprehensive effect will be better.

Zhang Yiwu, a professor at Peking University and a deputy to the National People's Congress, said that the live broadcast reward behavior should be rationally viewed, "In fact, in the live broadcast platform, a large part of the anchors are from the field of intangible cultural heritage and the opera industry, they are forced by the impact of the epidemic, or actively participate in the field of traditional culture dissemination, with the help of the platform for live broadcasting, its content has positive value, if you can get some benefits through the platform, it is also natural to get returns in the process of dissemination. And this form can help the maintenance of individual livelihoods and the spread and inheritance of traditional culture. ”

Zhang Yiwu believes that the live broadcast tipping behavior does not have to be too "dramatic", just like the public entering the theater also needs to buy tickets, and the live broadcast tip is more like the digital embodiment of the traditional format. In his proposal, he encouraged experts and scholars in various fields to carry out cultural dissemination with the help of new media, and strengthen the application of new technologies in the protection and innovation of cultural heritage.