Beijing, October 28, 2025 – A sweeping new law regulating online influencers in China officially took effect on October 25, mandating that content creators discussing sensitive topics such as medicine, law, education, or finance must possess verified official qualifications. Administered by the Cyberspace Administration of China (CAC), the legislation aims to curb the spread of misinformation and safeguard public interest by ensuring that advice disseminated on social media platforms is grounded in professional expertise.
The CAC, the country's top internet regulator, has framed the rules as a necessary measure to protect consumers from potentially harmful or inaccurate information. In an official statement released prior to the implementation date, the agency emphasized that unregulated content in these critical areas has led to public confusion, health risks, and financial losses. "The rapid proliferation of unverified claims online undermines social trust and public safety," the CAC noted. "These regulations will promote high-quality, reliable information while holding platforms and creators accountable."
Under the new framework, influencers—defined broadly as any individual or entity producing content for public consumption on digital platforms—must submit proof of expertise before posting on regulated subjects. Acceptable credentials include university degrees from accredited institutions, professional licenses issued by relevant government bodies, or official certificates from recognized industry associations. For instance, a creator discussing medical treatments must hold a valid physician's license or equivalent qualification from the National Health Commission. Similarly, financial advisors on platforms would need certification from the China Securities Regulatory Commission or a related financial authority.
Major Chinese social media platforms are now obligated to enforce these requirements rigorously. Douyin, the domestic counterpart to TikTok owned by ByteDance, along with Bilibili (a video-sharing site popular for educational and entertainment content) and Weibo (a microblogging service akin to X, formerly Twitter), must implement verification systems. This includes upfront credential checks during content uploads and ongoing monitoring. Platforms are required to display creators' qualifications prominently, such as badges or profile notations, and ensure that videos or posts include mandatory disclaimers. For example, if a video references scientific studies, the influencer must cite sources with hyperlinks or on-screen text, and explicitly label any AI-generated elements, such as deepfake visuals or synthesized voices.
The law extends beyond verification to content formatting and transparency. Influencers are prohibited from presenting personal opinions as factual expert advice without clear separation. Platforms must also run educational campaigns to inform users about their legal responsibilities, including the risks of reposting unverified information. Failure to comply can result in content removal, account suspensions, or fines for both creators and platforms. The CAC has indicated that it will conduct regular audits and accept public reports of violations through dedicated hotlines and online portals.
One of the most stringent aspects of the regulation is the outright ban on advertising for medical products, dietary supplements, and health foods. This targets a common practice where influencers disguise promotions as "educational" or "sharing" videos, often featuring product placements or affiliate links. The CAC cited numerous cases where such hidden marketing led to consumer harm, including the promotion of unapproved supplements claiming miraculous health benefits. "Disguised advertisements erode public trust and exploit vulnerabilities," the agency stated. Platforms must now use algorithms and human reviewers to detect and block such content, with severe penalties for non-compliance, including potential revocation of operating licenses.
The implementation of these rules has elicited a polarized response within China and internationally. Supporters, including many netizens and industry professionals, hail the law as a progressive step toward a more informed digital ecosystem. In online forums and state media commentaries, proponents argue that restricting discussions on complex topics to qualified experts prevents the dangers of pseudoscience and quackery. "Why should anyone without training give medical advice that could endanger lives?" wrote one user on Weibo, echoing a sentiment shared in official People's Daily editorials. Educators and financial analysts have particularly welcomed the changes, noting that they elevate professional discourse and reduce the noise from unqualified voices. A survey conducted by the China Internet Network Information Center (CNNIC) prior to the law's enactment found that over 60% of respondents supported credential requirements for sensitive topics, citing past experiences with fraudulent investment schemes or misleading health tips.
Critics, however, contend that the regulations represent an overreach that stifles creativity, innovation, and free expression. Independent journalists, academics, and digital rights advocates warn that the vague definition of "sensitive topics" could expand to encompass virtually any area of public interest, granting authorities broad discretionary power. "By gatekeeping who can speak, the government isn't just fighting misinformation—it's controlling the narrative," said Li Wei, a Beijing-based media scholar in an interview with a Hong Kong outlet. Concerns are heightened by the potential for "expertise" to be interpreted narrowly, favoring state-approved institutions and sidelining alternative or dissenting viewpoints. For example, traditional Chinese medicine practitioners without modern certifications might be barred from discussing heritage practices, while critics of official policies in education or finance could face silencing under the guise of lacking qualifications.
International observers have drawn parallels to broader trends in content moderation, but with China's unique authoritarian context. Organizations like Reporters Without Borders and the Electronic Frontier Foundation have expressed alarm, predicting that the law could suppress whistleblowers or citizen journalists exposing corruption in regulated fields. "This isn't about accuracy; it's about conformity," argued a statement from Amnesty International. Domestically, some influencers have already begun self-censoring or pivoting to unregulated topics like lifestyle and entertainment to avoid scrutiny.
The CAC has countered these criticisms by asserting that the rules apply equally and include appeal mechanisms for denied credentials. It has also pledged to refine implementation based on feedback, with pilot programs in select provinces to test verification processes. Early enforcement data, released on October 27, showed that over 5,000 accounts on Douyin alone had undergone credential reviews in the first 48 hours, with approximately 15% flagged for further investigation.
As platforms scramble to update their systems—Douyin announced enhanced AI tools for credential scanning, while Bilibili introduced mandatory training modules for creators—the law's long-term impact remains to be seen. Economically, it could reshape the influencer industry, valued at over 200 billion yuan ($28 billion) annually, by professionalizing content creation and potentially reducing ad revenue in banned categories. Socially, it underscores China's evolving approach to internet governance, balancing technological advancement with ideological control.
In the coming months, the CAC plans to release detailed guidelines on edge cases, such as collaborative content or international creators targeting Chinese audiences. For now, the regulations stand as a bold experiment in regulating the digital public square, one that could influence similar policies worldwide amid global concerns over online misinformation.
