China has rolled out a sweeping new policy that changes how online influencers operate in the country. Starting October 25, creators are now required to hold real-world qualifications before they can post content about regulated or professional subjects, including medicine, finance, law, and education.
The Cyberspace Administration of China (CAC) announced the new regulations as part of its broader mission to improve the quality and credibility of online information. The move comes amid growing concerns about misinformation and unqualified advice spreading through China’s vast influencer community.
Under the new rules, popular social media platforms like Douyin, Bilibili, and Weibo must verify a creator’s professional background before allowing their posts on sensitive topics to go live. This means influencers can no longer freely comment on complex or regulated areas without showing proof of expertise.
Licenses, Degrees, and Fines
To comply with the CAC’s policy, influencers who discuss specialized subjects are now expected to present valid documentation—such as a professional license, academic degree, or certification—that proves their expertise.
Topics like healthcare, legal consulting, and financial planning are now classified as “professional knowledge areas,” meaning content in these fields must meet stricter standards. Those who post about such issues without proper qualifications risk penalties that could reach 100,000 yuan (around $14,000 USD).
The CAC has emphasized that penalties will vary depending on the nature of the violation and whether the offense is repeated. The measure is aimed at ensuring that the information consumed by millions of Chinese users comes from credible and verifiable sources.
Ensuring Transparency and Accountability
The updated framework goes beyond credentials. Influencers must now cite credible sources whenever they reference statistics, studies, or expert opinions in their content. The goal is to make online discussions more transparent and evidence-based.
Additionally, any content that includes AI-generated elements—such as digital avatars, voice synthesis, or AI-edited footage—must be clearly labeled as such. This requirement aims to prevent audiences from mistaking artificial media for authentic human content, an issue that has gained urgency as AI tools become more sophisticated and widely used.
Social media platforms themselves are being asked to take on more responsibility. The CAC has directed them to promote what it calls “responsible information-sharing practices.” This includes educating users on fact-checking, recognizing AI-generated content, and understanding the importance of digital literacy.
Restrictions on Advertising and Health Claims
The new policy also takes direct aim at influencer marketing, particularly in the health and wellness sectors. Under the revised rules, creators are prohibited from promoting medical products, dietary supplements, or health foods within educational or advisory videos.
Authorities argue that such practices often blur the line between advice and advertising, leading consumers to mistake sponsored content for genuine expertise. The restrictions are intended to prevent misleading promotions that could harm public trust or endanger health.
By separating legitimate educational material from commercial marketing, regulators hope to bring greater transparency to China’s rapidly expanding influencer economy, where advertising has become an essential source of income for many creators.
Balancing Regulation with Expression
While many support the CAC’s push for accuracy and accountability, the new restrictions have also sparked concern among internet users and analysts. Critics warn that tightening control over who can speak on professional issues might limit open dialogue and stifle creativity.
China already enforces some of the world’s most comprehensive rules on digital communication. The addition of qualification requirements further centralizes control over sensitive topics, potentially reducing the diversity of perspectives available online.
Supporters, however, argue that the new approach brings much-needed credibility to online spaces. They view the regulations as a safeguard against misinformation that has previously spread unchecked through short videos and live streams.
Whether the changes will enhance quality or suppress discussion remains to be seen—but one thing is clear: the days of unverified influencers offering medical or financial advice are numbered.
Influencers’ Expanding Role in Society
The decision to regulate online creators comes at a time when influencers have become deeply embedded in China’s social and economic landscape. Often referred to as Key Opinion Leaders (KOLs), these creators have emerged as powerful voices capable of shaping public attitudes, consumer behavior, and even policy debates.
Many of them command audiences that rival traditional media outlets, attracting millions of followers who turn to them for advice on health, education, lifestyle, and investments. However, their growing influence has also raised questions about accountability—particularly when unqualified individuals provide guidance on issues that affect people’s wellbeing or finances.
The CAC’s new framework is an attempt to re-establish boundaries between entertainment, opinion, and expertise in an environment where these lines have become increasingly blurred.
Personal Storytelling Under Scrutiny
The timing of the policy also reflects a shift in how personal storytelling is viewed online. In October 2025, influencer Wu Qi gained widespread attention after sharing a viral speech about his journey from video game programming to advocating for therapy dogs.
While stories like Wu Qi’s are generally harmless, officials worry that emotional or personal narratives can sometimes be mistaken for expert advice—especially when they touch on topics like mental health or education. The new rules aim to ensure that creators who venture into such subjects maintain a clear separation between personal experience and professional guidance.
