China has rolled out a sweeping new regulation that could transform the landscape of online content creation — influencers are now required to hold official qualifications before discussing “sensitive” topics such as medicine, law, education, or finance.
The new rule, which took effect on October 25, mandates that content creators must show proof of expertise — such as a professional license, academic degree, or certification — before they can publish opinions or advice on regulated subjects, according to Morocco News.
The Cyberspace Administration of China (CAC) said the measure aims to curb misinformation and protect the public from misleading or false information. Major platforms like Douyin (China’s version of TikTok), Bilibili, and Weibo will now be held responsible for verifying creators’ credentials and ensuring posts include proper sources, citations, and disclaimers.
For instance, influencers must clearly state when they’re referencing research findings or using AI-generated content. The CAC also banned advertising for medical products, supplements, and health foods disguised as educational posts — a move intended to prevent covert marketing.
Push for Authenticity or Digital Control?
While Chinese officials argue the regulation promotes credibility and trust, critics warn it could become another tool for state censorship. By restricting who can speak on specific subjects, they say, authorities may silence independent voices and limit open debate.
Analysts also point out that the definition of “expertise” remains ambiguous, giving regulators broad discretion over who qualifies as a “legitimate” commentator.
The Global Question of Credibility
The new rule comes amid a global debate over influencer credibility. Around the world, creators have become powerful voices on everything from health advice to financial coaching, often winning audiences through relatability rather than credentials.
However, experts note that this democratization of information has a downside: misinformation spreads fast, especially when complex issues are oversimplified online.
Some Chinese social media users support the new law, arguing that it could elevate the quality of online discussions. “It’s about time people with real qualifications led the conversation,” one Weibo user wrote. Others, however, fear it could stifle creativity and turn social media into a space dominated by state-approved expertise.
Influencer Culture Under Scrutiny
The discussion around influencer influence comes as a University of Portsmouth study warns of growing psychological, health, and security risks associated with influencer culture.
The research found that influencer-driven content often encourages unrealistic beauty standards, promotes harmful products, and fuels toxic comparison behavior, contributing to deceptive consumption and privacy concerns.
As influencer marketing is expected to reach a staggering $480 billion (RM2.29 trillion) by 2027, experts say more robust oversight is needed to balance creativity with responsibility — ensuring that digital influence remains empowering, not exploitative.
