Departments (bureaus) of culture and tourism, radio and television bureaus of all provinces, autonomous regions and municipalities directly under the Central Government, and Bureau of Culture, Sports, Radio, Television and Tourism of the Xinjiang production and Construction Corps:

In order to further standardize the behavior of network anchors, strengthen the construction of professional ethics, and promote the healthy and orderly development of the industry, the State Administration of Radio and Television and the Ministry of Culture and Tourism have jointly formulated the Code of Conduct of Network anchors. It is now printed and distributed to you. Please implement it conscientiously in the light of reality.

Ministry of Culture and Tourism, State Administration of Radio and Television

June 8, 2022

Code of conduct for network anchors

Network anchors shoulder important responsibilities and play an important role in spreading scientific and cultural knowledge, enriching spiritual and cultural life, and promoting economic and social development. In order to further strengthen the construction of professional ethics of network anchors, standardize professional behavior, strengthen social responsibility, establish a good image, and jointly create a positive, healthy, orderly, harmonious and clear cyberspace, formulate this code of conduct.

Article 1Anchors who provide network performances and audio-visual program services through the Internet, including those who broadcast live on the network platform, communicate and interact with users in real time, and appear in the form of audio and video programs mentioned above shall abide by this Code of Conduct. The virtual anchors and contents synthesized by artificial intelligence technology shall refer to this code of conduct.

Article 2Network anchors shall consciously abide by the Constitution and laws and regulations of the people's Republic of China, safeguard national interests, public interests and the legitimate rights and interests of others, consciously fulfill their social responsibilities, and consciously accept the supervision and social supervision of the competent departments of the industry.

Article 3Network anchors shall abide by the relevant provisions of the network real-name registration account, cooperate with the platform to provide real and effective identity information for real-name registration and standardize the use of account names.

Article 4Network anchors should adhere to the correct political direction, public opinion orientation and value orientation, establish a correct world outlook, outlook on life and values, actively practice socialist core values, advocate social morality, abide by professional ethics, and cultivate personal morality.

Article 5Network anchors should adhere to the creative orientation of taking the people as the center, and the contents of online performances and audio-visual programs should reflect the new atmosphere of the times, eulogize the new creation of the people, carry forward the excellent Chinese traditional culture, spread positive energy, and show truth, goodness and beauty. to meet the new needs of the people for a better life.

Article 6Network anchors should adhere to a healthy style and taste, consciously abandon low tastes such as vulgarity, vulgarity, and kitsch, and consciously oppose undesirable phenomena such as flow supremacy, abnormal aesthetics, "rice circle" chaos, and money worship. Consciously resist acts that violate laws and regulations, damage network civilization, violate network morality, and harm network harmony.

Article 7Network anchors should guide users to interact with each other, express rationally and consume reasonably, so as to build a civilized and healthy network performance and network audio-visual ecological environment.

Article 8Network anchors should maintain a good sound screen image, performance, clothing, makeup, language, behavior, body movements and picture display should be civilized and decent, in line with the public aesthetic taste and appreciation habits.

Article 9Network anchors shall respect the rights of reputation and honor of citizens and legal persons, respect individual privacy and portrait rights, and respect and protect the legitimate rights and interests of minors, the elderly and the disabled.

Article 10Network anchors shall abide by the relevant laws and regulations on intellectual property rights and consciously respect the intellectual property rights of others.

Article 11Network anchors shall truthfully declare their income and fulfill their tax obligations in accordance with the law.

Article 12Network anchors should use the national common language according to the standard writing method and standard meaning, enhance their language and cultural literacy, consciously curb the spread of vulgar and violent network language, and jointly build a healthy and civilized network language environment.

Article 13Network anchors should consciously strengthen their study and master the knowledge and skills necessary for anchoring work.

For live broadcast content that requires a high professional level (such as medical and health care, finance and finance, law, education), the anchor shall obtain the corresponding practice qualification and report the practice qualification to the live broadcast platform. The live broadcast platform shall conduct qualification verification and record.

Article 14Network anchors shall not perform the following acts in the course of providing network performance and audio-visual program services:

1. Publish content that violates the basic principles established by the Constitution and violates national laws and regulations

two。 Publish contents that subvert state power, endanger national unity, sovereignty and territorial integrity, endanger national security, divulge state secrets, and harm national dignity, honor and interests

3. Publish contents that weaken, distort and negate Communist Party of China's leadership, socialist system and reform and opening up.

4. Publish contents that denigrate national excellent cultural traditions, incite ethnic hatred and discrimination, distort national history or national historical figures, hurt national feelings, undermine national unity, or infringe upon national customs and habits.

5. In violation of the state's religious policy, carry out religious activities in non-religious places and promote religious extremism, cults, etc.

6. Parody, slander, distort or improperly show the excellent traditional Chinese culture, revolutionary culture and advanced socialist culture

7. Parody, distortion, vilification, blasphemy and negation of the deeds and spirits of heroic martyrs and exemplary figures

8. Use face-changing and other deep forgery techniques to forge and tamper with party and state leaders, heroic martyrs, party history, history, etc.

9. Damage the public image of specific professions and groups such as the people's army, police, judges, etc.

10. Promote discrimination on the grounds of race, nationality, geography, gender, occupation, physical and mental defects, etc.

11. Promote obscenity, gambling, drug abuse, violence, blood, terror, pyramid schemes, fraud, instigation or teaching of criminal methods, exposure of investigative techniques, display of guns, control knives

twelve。 Fabricate and deliberately spread false terrorist information, false dangerous situation, epidemic situation, disaster situation, police situation, disturb public order and public order, and undermine social stability.

13. Images, lines, music and sound effects that show excessive horror, physical pain, mental hysteria, strong sensory and mental stimulation, and can cause physical and mental discomfort.

14. Insult, slander or spread other people's privacy and infringe upon the legitimate rights and interests of others

15. Unauthorized use of copyrighted works of others

16. Hype on social hot spots and sensitive issues or deliberately create "hot spots" of public opinion

17. Hype gossip, scandal and bad deeds, spread content of low style, and promote content that violates socialist core values and violates public order and good customs.

18. Clothing and makeup, language and behavior, and studio sets show sexually suggestive and sexually flirtatious content.

19. Introduce or show suicide, self-harm, violence and bloodshed, high-risk actions and other dangerous behaviors that can easily lead to minors' imitation, such as smoking, alcoholism and so on.

20. Use minors or minor roles for non-advertising commercial publicity, performances, or as a gimmick to obtain commercial or illegitimate interests to guide the contents of wrong values, outlook on life and morality

21. Promote feudal superstition, cultural customs and ideas, violate scientific common sense, etc.

twenty-two。 Destroy the ecological environment, display cruelty to animals, kill and eat animals protected by the state, etc.

23. Extravagant waste of food, display fake eating, vomiting, overeating, etc., or other demonstration contents that can easily lead to bad dietary consumption and food waste

24. Guide users to interact with each other in vulgar ways, organize and incite fans to abuse each other, lead to war, spread rumors, and carry out cyber violence

25. Marketing fake and shoddy goods, infringing intellectual property rights or goods that do not meet the requirements for ensuring personal and property safety, and fabricating or tampering with data flows such as transactions, attention, views, likes, etc.

twenty-six。 Exaggerated propaganda misleads consumers, deceives consumers through false promises, uses absolute language, and violates relevant laws and regulations on advertising, such as selling monopoly or monopoly goods without permission.

twenty-seven。 Spread false and harassing advertisements through "on-screen comment", studio name, announcement, voice, etc.

twenty-eight。 By means of organized hype, hiring water army to brush gifts, and publicizing "gift sweeps", we can imply, seduce and encourage users to "reward" large amounts of money, and induce underage users to "reward" or "reward" with false identity information.

twenty-nine。 Filming or broadcasting in places related to national security and public safety, affecting the normal production and life order of society, affecting the normal lives of others, invading other people's privacy, and other places prohibited by laws and regulations.

thirty。 Display or hype a large number of luxury goods, jewelry, paper money and other assets, show unrestrained extravagant life, belittle the behavior of showing off the wealth of the income group

thirty-one。 Laws and regulations prohibit and other behaviors that adversely affect online performances and online audio-visual ecology.

Article 15Administrative departments of culture and tourism at all levels, and administrative departments of radio and television should persist in taking Xi Jinping's thought of socialism with Chinese characteristics in the new era as the guidance, strengthen the supervision and management of network performances, network audio-visual platforms, brokerage institutions, and network anchors, and earnestly tighten the responsibility of hosting and the main responsibility of the person in charge. Found that the network anchor violations, timely instruct the relevant network performance, network audio-visual platform to deal with. Network performances, network audio-visual platforms and brokerage institutions standardize the situation and employment of network anchors, it shall be included in the scope of inspection of administrative departments of culture and tourism, administrative departments of radio and television, daily management, security inspection and online management of programs.

Article 16Administrative departments of culture and tourism at all levels, administrative departments of radio and television, and comprehensive law enforcement agencies of the cultural market should further strengthen law enforcement inspections of online performances, online audio-visual platforms and brokerage institutions, investigate and deal with online performances and online audio-visual platforms that provide illegal and illegal content in accordance with the law, and urge platforms and brokerage institutions to deal with illegal content and relevant network anchors in a timely manner.

Article 17Network performances, network audio-visual platforms and brokerage agencies should strictly perform their legal duties and obligations and implement the subject responsibility. According to this code of conduct, strengthen the education and training, daily management and standardized guidance of network anchors. Establish and improve the internal systems and norms of network anchors, such as stationing, training, daily management, business scoring files and "red and yellow card" management. Give positive incentives to network anchors who are positive and exemplary in abiding by the code of conduct; strengthen warnings and restrictions on network anchors who violate the rules; and ban accounts of network anchors who have serious problems and have repeated problems. Relevant network anchors should be included in the "blacklist" or "warning list", and re-broadcasting in the form of changing accounts or platforms is not allowed. Internet anchors who constitute crimes shall be investigated for criminal responsibility in accordance with the law. Illegal and immoral artists shall not be provided with the opportunity to perform in public and make a sound, so as to prevent the resurgence of the transferred position. Network performance and network audio-visual brokerage institutions should strengthen the management and restraint of network anchors, provide brokerage services in accordance with the law, and safeguard the legitimate rights and interests of network anchors.

Article 18All relevant trade associations should strengthen guidance, establish and improve the credit evaluation system of network anchors according to this code of conduct, further improve industry norms and self-discipline conventions, explore the establishment of a restraint mechanism between platforms and anchors, and actively carry out moral evaluations. strengthen training and guidance services, maintain a good network ecology, and promote the standardized development of the industry. Network anchors who violate laws and regulations, immoral anomie, and cause adverse social impact should be announced regularly to guide various platforms to boycott and seriously punish them.