WeChat updates access standards for financial live broadcasts: real people must appear on camera, and K-lines are not allowed

本站12月18日消息，近日，微信官方更新《視訊號金融科普類直播准入標準》，於2023年12月18日起正式生效。 標準適用於在直播活動中發布金融科普類直播內容的視訊號碼主播，對直播規範、申請與撤銷流程、資質要求等均提出明確規則。其中規定，金融科普類直播要求主播必須真人出鏡。未經騰訊書面許可，主播不得透過直播誘導用戶進行投資。不允許透過直播間輸出具體的投資建議，包括但不限於：對具體的產業或股票板塊等進行分析預測，對未來的行情下定論；展示K線圖，並對其中的數值、走勢等進行講解分析。如主播圍繞證券基金相關知識進行科普直播，為保障知識的時效性，主播不可採用事先錄製的方式進行直播。除了規範主播行為，對於有意向進行金融科普類直播的用戶，《准入標準》還列明了嚴格的申請和撤銷流程，在資質上把好「入口關」。本站附全文如下：

為進一步提升視訊號金融科普類直播的內容素質，持續優化直播體驗，保障用戶的合法權益，騰訊根據法律法規及《微信視頻號運營規範》《微信視頻號直播行為規範》等平台規則，制定《視訊號金融科普類直播准入標準》（以下簡稱「本標準」），特此公告。一、適用範圍1.1本標準的適用主體包括微信視訊號用戶、主播和連麥的用戶（以下統稱「主播」），在直播活動中發布金融科普類直播內容，包括但不限於直播封面、主題、商品標題、主播的名稱與頭像、畫面背景、背景音樂、主播展示或敘述的內容等。 1.2「金融科普類直播」指主播透過直播間圍繞金融相關知識（包括但不限於：股票、債券、基金、銀行、保險、信託等）進行科普講解。二、直播規範1.主播進行金融科普類直播，需滿足：（1）依本標準提交准入申請並審核通過，且處於有效期（自申請通過之日起1年）內；（2）必須有真人出鏡；（3）進行直播的帳號僅限申請者本人使用，不得以外借、出租、分享帳號供他人直播。 2.未經騰訊書面許可，主播不得透過直播誘導用戶進行投資，包括但不限於：（1）將用戶引流或誘導至外部連結、應用程式、帳號等；（2）講解炒股軟體中的選股工具（如：操作方法、選股公式等），或推薦具體的炒股/薦股/投資理財軟體等金融產品；（3）保證投資收益、鼓吹行業走勢、展示投資前後收益對比等方式誘導購買/投資金融產品；（4）誘導未成年人投資；（5）推薦或提供特定的金融產品或服務（如：股票、基金、證券、現貨、期貨、外匯、貸款類產品/服務、保險類產品/服務等）。 3.不允許透過直播間輸出具體的投資建議，包括但不限於：（1）對具體的產業或股票板塊等進行分析預測，對未來的行情下定論；（2）展示K線圖，並對其中的數值、走勢等進行講解分析。 4.透過直播圍繞股票、證券、基金相關知識進行科普直播，直播間需標明主播個人真實姓名、從業編號及所屬公司。如主播圍繞證券基金相關知識進行科普直播，為保障知識的時效性，主播不可採用事先錄製的方式進行直播。 5.主播也應遵守《微信視訊號營運規範》及《微信視訊號直播行為規範》等平台規則協議約定的要求。三、申請與撤銷流程1.申請流程

有意向進行金融科普類直播的用戶可以透過【發起直播-右上角選單-服務與收入-特定直播資質】提交申請，視訊號碼團隊審核後，將在7個工作天內回饋審核結果；如申請通過，則有效期為自申請通過之日起1年，逾期失效，使用者應重新發起申請。 2.撤銷流程如使用者需要取消申請，則使用者可透過向weixinlive@tencent.com提交撤銷申請，具體資料詳見附件。撤銷申請函撤銷進入申請範本四、資格要求1.企業主體

2.個人主體

Note: 1. All applicants are required to submit JPG images or PDF files. 2. If laws and regulations change the qualification requirements for the above categories, Tencent will make adjustments accordingly. Users are requested to pay attention in a timely manner. 3. An anchor can only apply for one account; if you need to change the application account after a successful application, you must first revoke the access according to the access revocation process, and then apply again. 5. Complaints and Handling If Tencent discovers on its own, or receives reports or complaints from others that your behavior or published content violates these standards and the relevant rules and agreements of the video account, Tencent has the right to stop the live broadcast, remove the illegal content, and cancel the live broadcast at any time without notice. Access qualifications, and depending on the violation and the circumstances, measures will be taken against the violating users, including but not limited to warning, stopping or partially stopping providing services, suspending or permanently stopping providing services with live broadcast or comment capabilities, suspending or permanently stopping providing video accounts and related WeChat accounts Some or all functions of the service, suspension or permanent suspension of account rights to carry out financial science popularization live broadcasts and other measures. 6. Other instructions 1. Tencent has the right to adjust, modify, improve, optimize, upgrade or cancel the qualification access application, evaluation and revocation process in accordance with business development plans, national laws and regulations or the requirements of regulatory authorities. You shall not hold Tencent accountable for this. Liability for breach of contract or tort. 2. If the anchor's qualification certificate, employment organization and other information changes or becomes invalid, he or she must submit an application to Tencent to revoke the qualification or update the relevant information within 10 working days from the date of change (submit to weixinlive@tencent.com). If the anchor fails to synchronize relevant change information with Tencent, Tencent has the right to deal with the anchor in accordance with "V. Complaints and Handling" of this standard. In addition, if any disputes or penalties arise due to the anchor failing to synchronize relevant change information with Tencent or falsely holding a certificate, If Tencent causes relevant losses, the anchor shall resolve them by themselves, and Tencent has the right to hold the anchor responsible for breach of contract. 7. Dynamic document This is a dynamically updated document. We will modify and update its content based on emerging issues, updates to relevant laws and regulations, or product operation needs, and formulate new rules to ensure user experience. Hosts are requested to check this document regularly to obtain the latest information. Shenzhen Tencent Computer Systems Co., Ltd.

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