Identify 10 key points! The 2022 "Qinglang" series of special actions is coming

Author 丨 Zhu Weijing, Cai Shuyue

Editor 丨 Cao Jinliang

Figure Source 丨 Figure worm

At 3 p.m. on March 17, the Information Office of the State Council held a press conference on the series of special actions of "Qinglang" in 2022. Sheng Ronghua, deputy director of the State Internet Information Office (hereinafter referred to as the "Cyberspace Administration"), introduced that in 2022, the "Qinglang" series of special actions will focus on the rectification of problems with wide impact and great harm, including 10 key tasks.

Zhao Jingwu, assistant professor of the Law School of Beihang University and director of the Key Laboratory of Industrial and Information Technology Rule of Law Strategy and Management, analyzed to 21 reporters that compared with the 2021 "Qinglang" action plan, this year's Qinglang Action Plan, in addition to continuing to take special actions against the problems of network water army, black public relations, traffic fraud, algorithm abuse, and minors' network environment, will also control network public opinion in the field of online live broadcasting, short video, "color, ugliness, weirdness, fake, vulgarity, gambling", MCN institutions and their affiliated accounts to control network public opinion, Violations of laws and regulations such as the chaos of information services in the degree of application are included in the key tasks of this year's Qinglang special action, forming an all-round governance system of "traceability governance + platform self-discipline + supervision and rectification + public reporting + legal responsibility".

The 21st Century Business Herald reporter noted that the Cyberspace Administration of China has also deployed corresponding implementation plans in rectifying the chaos of application information services, standardizing the order of network dissemination, and comprehensive management of algorithms, aiming to further consolidate the specific responsibilities of Internet enterprise platforms.

Supervise and urge key website platforms to establish a hierarchical management system for MCN institutions

The most important special action of the "Qinglang" action in 2022 focuses on the field of online live broadcasting and short video. Sheng Ronghua introduced that in 2021, the Cyberspace Administration of China deployed 15 "Clear" series of special actions such as "rice circle" chaos rectification and special governance of the online environment for minors, accumulatively cleaning up more than 22 million pieces of illegal and bad information, disposing of 1.34 billion accounts, banning more than 7,200 anchors, removing more than 2,160 applications and mini programs, and closing more than 3,200 websites.

And the operators behind the chaos of these live broadcast and short video industries are all kinds of MCN institutions. The second special action launched by the Cyberspace Administration of China in this regard is "Qinglang · MCN institution information content chaos rectification", focusing on rectifying MCN institutions and their accounts to concoct and stir up hot spots of public opinion, trigger group confrontation, deceive and mislead netizens, publish three vulgar information, use minors for profit and other illegal and illegal behaviors.

The action also pointed out that it will "urge key website platforms to establish a hierarchical management system for MCN institutions, and clarify the standards and responsibilities of MCN institutions' information content business activities through the platform MCN agency settlement agreement". Sun Zhisheng, secretary general of the Media Shopping Professional Committee of the China Chamber of Commerce, told 21 reporters that this is an innovation in the thinking of live marketing supervision, with the development of the industry, some head and waist Internet celebrities and MCN institutions have formed a strong influence, and the hierarchical management system is more conducive to recommending key regulatory catalogs and lists, implementing digital supervision, strengthening the key supervision of key groups and institutions, avoiding management chaos and "one size fits all", and is more conducive to the implementation of digital supervision and wisdom supervision.

Zhu Junchao, head of the legal team of Nuocheng, analyzed to 21 reporters that if the MCN institutional hierarchical management system is to be established, it is necessary to solve two operational difficulties:

On the one hand, how to reach a consensus with the platform, work together to complete hierarchical management, and clarify normative standards? At present, almost all content creation platforms on the market are more or less involved in the establishment and business operation of MCN institutions, and the one-size-fits-all rectification of "heroes breaking their wrists" is certainly not the situation that the regulatory level hopes to occur, because this is bound to cause a big shock to the entire Internet celebrity economic industry.

"Secondly, the cost of violating the law is low, what kind of management system can be set up, which can achieve 'curing the symptoms and curing the root causes'?" He further analyzed the second difficulty: Under the current market situation, MCN institutions often rely on the establishment of low-cost and rapid development of IP, and even do not hesitate to cultivate through massive contracts, and the phenomenon of "one person supporting the whole company" has become the norm in the industry. In such a deformed situation, there are many MCNs that have "run away" in bankruptcy, which will also increase the management costs of regulators and website platforms.

Urge the platform to rectify problems such as "information cocoon" and "algorithm discrimination"

The Cyberspace Administration of China (CAC) has carried out several major special actions this year, which aim to further consolidate the specific responsibilities of Internet enterprise platforms.

For example, in the special action of "Qinglang and Rectifying the Chaos of Application Information Services", in conjunction with the revision of the "Provisions on the Administration of Mobile Internet Application Information Services", we will supervise and guide applications to strictly manage all kinds of accounts, supervise and guide distribution platforms to strictly manage all kinds of applications, and comprehensively regulate key links such as application function operation, activity design, and content production.

In terms of algorithm management for the governance of Internet enterprise platforms, Yu Yonghe, director of the Network Management Technology Bureau of the Cyberspace Administration of the People's Republic of China, said at the meeting that the special action of "Qinglang • 2022 Comprehensive Management of Algorithms" will be carried out to supervise and rectify the problems of "information cocoon", "algorithm discrimination" and "big data killing" brought about by the irrational application of algorithms, and effectively protect the legitimate rights and interests of netizens.

So, how should Internet platform enterprises implement the above algorithm management requirements? Zhu Junchao pointed out that platform enterprises should establish and improve management systems and technical measures, including algorithm mechanism mechanism review, scientific and technological ethics review, information release review, security assessment monitoring, etc., and at the same time disclose the rules related to algorithm recommendation services through privacy policies and other means.

Zhao Jingwuze analyzed that the main way for Internet enterprise platforms to implement the "Provisions on the Recommendation and Management of Internet Information Service Algorithms" is to increase the transparency of algorithm applications and respect users' choices. "Because the root cause of problems such as 'information cocoon' and 'algorithm discrimination' is that the platform fails to fully inform users of what standards to push information and related services to users, users cannot choose the scope and type of content of automatic push according to their actual needs." He said.

However, enterprise platforms will also face corresponding difficulties in the process of implementing algorithm management. He believes that the main difficulties lie in three aspects, one is that the turnover of the enterprise targeted advertising business will be reduced, and the advertising business has always been the main part of the revenue of Internet companies; the second is that the enterprise needs to readjust the user agreement to inform the user of the basic principles of the algorithm application in a more concise and understandable way; the third is that the enterprise needs to add a "push service" closing button to the service page, and may need to redesign the operation process of closing the service and opening the service.

This issue is edited by Jiang Peipei