In a Nov. 7 editorial, People's Daily slammed several live-streaming performers who put on shows of fake charity in their online broadcasts. The editorial called for stricter censorship in the industry.

Recently, several live-streaming hosts broadcast fake charity campaigns in poverty-stricken areas of China. In one of the broadcasts, a host distributed cash to villagers in Liangshan Yi Autonomous Prefecture, a rural area in Sichuan province. However, the host later admitted that he took back the money after the live stream concluded. He said the stunt was intended to expand his fan base and income.

People's Daily remarked that fake charity not only hurts impoverished villagers, it also insults audiences. According to an August report released by China Internet Network Information Center, the number of Chinese live-streaming users had reached 325 million by June, accounting for 45.8 percent of all Chinese Internet users. Though misbehaving content providers are a minority, they threaten the growing live-streaming industry, noted the article.

Disseminating pornography, violence, gambling and fraud, some live-streaming platforms seem to present chaos and immorality rather than entertainment. Regulations are required during the development of emerging industries. Live-streaming hosts should not seek attention using vulgar content, and live-streaming platforms must act to discipline those who do, the newspaper commented.

On Nov. 4, authorities publicized a regulation about online live-streaming services, strengthening supervision over the the emerging sector. However, the enforcement of such a regulation is still a major challenge. People's Daily suggested that live-streaming practitioners shoulder the responsibility themselves so that the industry can progress down a path of prosperity.