China’s new influencer regulation, which came into full effect on October 25, has triggered widespread discussion across digital platforms, as the country moves to tighten control over who can publicly share advice on sensitive subjects.
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The law mandates that content creators who speak on regulated areas such as medicine, law, education, and finance must now hold verifiable professional qualifications in those fields. The Cyberspace Administration of China (CAC), which introduced the policy, said the move is part of efforts to curb misinformation and foster a “clean and trustworthy online environment.”
Major platforms including Douyin (China’s TikTok), Bilibili, and Weibo are now required to verify influencers’ credentials before allowing them to publish content in those sectors. They must also ensure that creators cite sources, state when content is based on research findings, and disclose use of AI-generated elements.
Additionally, platforms must educate users about their own responsibilities in sharing information and strengthen oversight mechanisms to prevent false claims, misleading advice, and fraudulent promotions.
The new law goes further by banning online advertising for medical services, supplements, and health foods, a move aimed at tackling covert marketing often disguised as educational videos. Platforms that fail to enforce these rules could face penalties and regulatory scrutiny.
Digital policy analysts have described the measure as one of China’s most comprehensive attempts yet to formalize and standardize influencer activity. They also believe it could provide a model for future governance of online content.
The CAC insisted that the intent is not to limit creativity but to ensure that “professional knowledge is shared by qualified individuals who can provide reliable guidance” in areas with high social impact.
The regulation has already divided global opinion.
Supporters argue that such rules are necessary, pointing to the surge of misinformation during the COVID-19 pandemic. A 2021 study by the Center for Countering Digital Hate found that just 12 influencers were responsible for 65 percent of anti-vaccine content circulating online an example regularly cited in defense of stricter oversight.
Critics, however, fear the policy could be used to stifle alternative viewpoints, silence independent creators, and increase censorship under the guise of public protection.
Questions have emerged over who defines “expertise,” and whether formal certification should determine whose voice deserves to be heard.
As a lifestyle journalist, many observers admit feeling torn. Influencers are widely valued for their relatability and ability to simplify complex topics for everyday audiences — something institutions often struggle to achieve. Yet when unqualified creators dispense medical or financial advice, the risks to public welfare can be severe.
A viral health hack could lead to injury. A misleading investment tip could wipe out someone’s savings.
The debate underscores a universal dilemma: how to combat dangerous misinformation without undermining free expression.
China is not alone in cracking down on influencer activity. Spain introduced an “Influencer Law” in 2024 requiring high-earning or high-profile creators to register and comply with strict advertising standards. Major Western platforms such as YouTube and Instagram are increasing enforcement on paid promotions and misleading claims.
Google also applies reinforced scrutiny to “Your Money or Your Life” (YMYL) content, prioritizing creators who demonstrate Expertise, Experience, Authority, and Trustworthiness the EEAT standards used in search rankings.
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