Adult addiction to online games has always been the focus of attention of the representatives of the two sessions. In this year’s two sessions, suggestions such as increasing the face recognition and verification frequency of suspected minor users have been put forward one after another. In addition, the chaos of live broadcasting and reward of mutual entertainment industry has also been mentioned, and the “setting of reward cooling off period” has aroused heated discussion.
game industry enters the representative’s field of vision and focuses on
Li Jun, deputy to the National People’s Congress and Secretary of the Party branch of Xiuyun village, Cangxi County, Guangyuan City, once suggested that “prohibit stars from endorsing game advertisements” once again appeared on the hot search, although this was a suggestion last year. Li Jun proposed that stars should be prohibited from endorsing online game advertisements, and the total amount of game categories should be controlled, including the display advertisements in various media and the push of the Internet. He believes that advertising platforms should assume social responsibility, and spokesmen should consider the positive significance and negative impact of endorsements.
During the two sessions this year, Li Jun will continue to pay attention to games. He is ready to call for strengthening the supervision and regulation of online games and formulating a hierarchy of online games. Li Jun believes that online games lack perfect laws and regulations, which has a lot of negative effects on teenagers. In this regard, the entry threshold of the game industry should be increased, and the operating enterprises must establish the awareness of social responsibility.
In addition, Li Jun proposed that people of different ages play different games by formulating an online game hierarchy suitable for China’s national conditions; Improve the supervision mechanism of online game market, clarify the division of responsibilities of relevant functional management departments of online games, put in place the supervision of game classification, content audit, real name correspondence recognition, parent monitoring and account security, and strengthen the supervision of online games.
The proposal on the hierarchical system of online games has been discussed as early as the two sessions in 2007. At present, this hierarchical system is already brewing. 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 preparing the group standard of age appropriate tips for online games. At this stage, the first batch of pilot units have introduced age appropriate tips for more than 300 games, with a completion rate of more than 90%. The first batch of pilot enterprises include Tencent, Netease, Wuhu 37 Interactive Entertainment Network Technology Group Co.Ltd(002555) , Perfect World Co.Ltd(002624) , Shengqu game, etc.
With the gradual improvement of the regulations, the protection of minors from addiction in the game industry is also gradually implemented. Since the implementation of the “most strict anti addiction new regulations” last year, the proportion of minors’ flowing water has continued to decline. Gamma data estimates that the proportion of minors’ flowing water will be less than 4% in 2021. The income 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 the prevention of juvenile addiction. Previously, China first finance and economics reported that minors may use their parents’ information or buy accounts to bypass the anti addiction restrictions, while older elders do not know much about the new anti addiction regulations for minors, which often become the gateway for minors to break through the anti addiction restrictions. Gamma research shows that more than 40% of parents clearly know that their children have asked for their own or other adults’ ID card information, and nearly 27% of parents do not know much about game products, strengthening the real name authentication link.
In order to solve the problem of minors using their parents’ identity information to bypass supervision, some game manufacturers have also started face recognition for dual verification, but there are policies and countermeasures. Minors can cheat their parents for face recognition in various ways.
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 the responsibilities of game enterprises, schools and parents need to be further compacted to make the measures to prevent minors from indulging in Online games come into effect. Yu Xinwei believes that in terms of game corporate responsibility, adult users should enforce face recognition when trading and logging in. At the same time, reduce the face recognition time cycle of suspected minors using adult accounts and increase the frequency of face recognition verification requirements.
As for strengthening face recognition, some people in the industry believe that face recognition needs to pay a great cost. At present, only a few large game manufacturers have access, and small game manufacturers can’t afford it.
At present, face recognition is only for accounts of minors and accounts used by suspected minors. Liao Xuhua, a senior analyst at Analysys mutual entertainment industry center, once told first finance, “Face recognition for all adult accounts is not realistic. Although this is not a technical problem, it violates the ‘minimum scope’ principle of the personal information protection law and 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 devices, and carry out special family education guidance in time, so that parents can understand that children can bypass the new regulations by using their parents’ or other adult game accounts, and understand how to control children’s playing games with mobile phones. At the same time, parents should strictly control their children’s game account registration through their parent ID card, and control the mobile payment limit, daily consumption limit and the economic source of their children’s Internet access.
With the development of the game market, the governance of online games is also improving. With the iteration and development of policies, the scope and depth of supervision are also deepening. Online games have successively added functional modules such as health game advice, game time limit, recharge amount limit and game real name certification, and introduced parental monitoring project to reduce the supervision burden of guardians. At this stage, the prevention of addiction of minors has achieved obvious results.
live broadcast reward needs to be standardized
With the popularity of the Internet and emerging media, in addition to games, more chaos in the mutual entertainment industry has also attracted attention, such as live rewards.
In view of the negative social impact caused by the live broadcast of the online show, on March 3, Xiao Shengfang, deputy to the National People’s Congress and President of the Guangdong Lawyers Association, suggested setting a cooling off period for the live broadcast reward, which can be withdrawn within three days. He proposed that classified supervision should be carried out according to the live broadcast content, and the reward calm period system should be enforced for some gossip news webcast, “pure beauty” webcast and non professional “dance” webcast, that is, the reward can be withdrawn without reason within three days.
Xiao Shengfang believes that with the continuous development of the online show live broadcasting industry, some problems that need to be standardized are becoming increasingly prominent. For example, the “reward” behavior brings too much money too quickly, which makes many young people flock to the live broadcasting industry. To a certain extent, the whole industry ignores the output of valuable content and turns to form a bad atmosphere dominated by gimmicks and novelty hunting.
Zhang Yi, CEO of AI media consulting, believes that the cooling off period is also an option, but from the perspective of thorough solution, more detailed and deeper constraints can be made on the guidance and standardization of content, and the comprehensive effect will be better.
Member Zhang Yiwu, a professor at Peking University and deputy to the National People’s Congress, said that the reward behavior of live broadcasting should be viewed rationally, “In fact, in the live broadcasting platform, a large part of the anchor comes from the intangible cultural heritage field and the drama industry. They are forced by the impact of the epidemic or actively participate in the field of traditional culture communication. The content of live broadcasting with the help of the platform has positive value. If they can get some benefits through the platform, it is natural to get rewards in the process of communication, and this form It can contribute to the maintenance of personal livelihood and the dissemination and inheritance of traditional culture. “
Zhang Yiwu believes that the reward behavior of live broadcasting need not be too “dramatic”. Just as the public need to buy tickets to enter the theater, the reward of live broadcasting is more like the digital embodiment of traditional business forms. In his proposal, he encouraged experts and scholars in various fields to carry out cultural communication with the help of new media and strengthen the application of new technologies in cultural heritage protection and innovation.
