Douyin, the dominant short-video platform in China and the domestic version of TikTok, has reportedly implemented a significant policy shift aimed at compelling its vast network of live streamers to present more genuine on-screen appearances. Effective January 1, the new mandate purportedly restricts the use of extreme beautification filters, excessive digital body reshaping, and inappropriate behavior or dialogue during broadcasts, signaling an effort by the platform to elevate content standards and promote realism.

The initiative appears intended to address growing concerns over misleading digital appearances prevalent in the live-streaming economy. Multiple reports circulating online suggest the rules are designed to mitigate visuals heavily distorted by technology, which some critics argue verge on fraudulent representation. Streamers who achieve success primarily through hyper-edited visuals are specifically targeted by the overhaul.

While Douyin’s customer service representatives have reportedly not confirmed receipt of official notice regarding the updated ban, the policy is understood to be derived from an overarching management guideline issued in July 2023. The platform’s crackdown on heavy digital manipulation intends to tighten regulatory oversight on content production, ensuring visuals reflect reality more closely.

Enforcement and Industry Reaction

Once fully enforced, the platform is expected to penalize violations severely. Consequences could range from reduced visibility and temporary traffic suppression to abrupt stream interruptions. In the most severe cases of noncompliance, streamers face the possibility of permanent account deactivation.

The new regulations have immediately spurred intense discussion within the Chinese online community. Netizens have pointed out high-profile streamers whose on-screen personas are heavily dependent on digital modification, questioning how the ban will affect their livelihoods and viewing metrics. For instance, commentators highlighted streamers like Feng Ye Jie Jie of the group SK Moon Lake 217, whose edited visuals have been a long-standing topic of conversation.

However, the move has garnered considerable support from within the user base. Many users assert that streamers capitalizing on radically altered appearances are essentially misleading their audience, advocating that enhanced realism is necessary for the sector’s integrity. These proponents argue that the shift is long overdue, calling for an end to the “fraud” perpetuated by excessive beautification.

Shifting Landscape for Content Creators

The implications of this policy shift extend beyond mere appearance. The live-streaming industry in China has become a vital channel for e-commerce and entertainment, generating billions in revenue. By prioritizing authenticity, Douyin is subtly nudging content creators toward a model that emphasizes natural presentation, compelling communication, and inherent talent over digital enhancement.

Some observers jokingly predict a potential boom for the traditional makeup and beauty industry, suggesting that streamers who previously relied solely on effortless digital filters will now be compelled to invest time and resources into professional styling and physical presentation to maintain their brand appeal. This regulatory move signifies a maturating platform environment where misleading visuals are increasingly seen as detrimental to user trust and overall content quality. The enforcement of these rules will undoubtedly reshape the competitive landscape for millions of live broadcasters vying for consumer attention on the platform.