Online commerce businesses in China are reportedly using male models to showcase women’s lingerie in order to exploit a legal loophole.
Live stream commerce is very big in China. From makeup and apparel to food products and tools, businesses rely on this model to significantly boost their sales.
However, a couple of years ago, the Chinese authorities started cracking down on the live stream industry in general, imposing a series of rules and guidelines that make it possible for Big Brother to immediately and permanently ban channels that break them.
For example, mukbang, the South Korean earing show genre was banned for promoting food waste.
Similarly, women wearing lingerie on stream risk being charged with “spreading obscene information”
Being unable to model the garments really impacted sales, but breaking the law by having a woman wear them on stream risked having the entire channel immediately and permanently banned. But some channels found a loophole.
