China has rolled out a new regulation targeting content creators, demanding that anyone who discusses professional or sensitive topics must hold formal qualifications in those fields.
The law, which took effect on October 25, applies to influencers who post about medicine, education, law, or finance. According to the Cyberspace Administration of China (CAC), the move aims to curb misinformation and protect the public from false or misleading content.
Under the new policy, creators discussing regulated topics must now present proof of expertise — such as a degree, certificate, or professional license — before publishing related content. Platforms like Douyin (China’s version of TikTok), Bilibili, and Weibo are also mandated to verify these credentials and ensure posts include proper citations and disclaimers.
Influencers must clearly identify when their content draws from studies or when AI-generated materials are used. Meanwhile, platforms are being tasked with promoting digital literacy and ensuring users understand the legal responsibilities of online publishing.
The CAC also placed new limits on influencer advertising, banning covert promotions for medical products, supplements, and health foods under the guise of “educational” videos.
While the law is designed to create a safer, more credible online space, critics argue it could also tighten government control over public discourse. They warn that defining “expertise” too narrowly could silence independent creators and limit freedom of expression.
Supporters, on the other hand, see it as a long-overdue step toward credibility and accountability in China’s influencer industry, ensuring that advice on sensitive topics comes from those with real expertise rather than viral popularity.
