China has introduced a new influencer regulation, effective October 25, requiring online creators who discuss sensitive subjects — including medicine, law, education, and finance — to hold official qualifications in those areas.
According to the Cyberspace Administration of China (CAC), the measure is designed to combat misinformation and protect the public from misleading or harmful advice.
Under these guidelines, influencers addressing regulated topics must provide proof of expertise, such as a degree, professional license, or certification. Major platforms like Douyin, Bilibili, and Weibo are responsible for verifying creators’ credentials and ensuring their content includes proper citations and disclaimers.
Creators must also clearly disclose when their material is based on research or includes AI-generated content. Additionally, platforms are tasked with educating users about responsible content sharing.
The CAC has also banned advertisements for medical products, supplements, and health foods within educational-style videos, aiming to prevent hidden promotions.
Critics, however, argue that the policy could stifle creativity and restrict free expression, giving authorities excessive control over who can speak on certain topics. They warn that defining “expertise” too narrowly may silence independent voices and limit open debate.
Supporters, on the other hand, believe the new rules will ensure accurate and informed content, emphasizing that only qualified professionals should discuss complex or sensitive issues to reduce misinformation.
