Curbs put on influencers' behaviors

China's top internet regulator recently released a list of prohibited behaviors for online influencers, part of a broader effort to tighten oversight of social media accounts and promote a healthier online environment.

The 13-item "negative list", issued by the Cyberspace Administration of China, defines boundaries for internet celebrities' conduct.

It aims to strengthen routine management of high-profile accounts, encourage influencers to regulate their own behavior, and prevent negative social impacts stemming from improper speech and actions.

In accordance with the list, influencers are barred from spreading vulgar content, including the deliberate misuse of language, crude jokes or memes, obscene expressions, or sexually suggestive material.

The rules also prohibit the dissemination of false information, such as fabricating personal experiences, impersonating others, promoting pseudoscientific or pseudo-historical claims, exaggerating the effectiveness of products or services, or producing staged or fictional content without clear disclaimers that could mislead the public.

Influencers are forbidden from disclosing or spreading others' private information — including names, photos, ID numbers, locations or home addresses — or from encouraging discriminatory, insulting or defamatory content that could result in online harassment.

The list also takes a firm stance against provoking disputes, banning influencers from instigating online verbal attacks or offline confrontations arising from personal disputes or conflicts of interest.

Attacks on competitors and efforts to spread hostility are also prohibited. Additional restrictions target the promotion of harmful values, the distortion of national policies or public events, and the incitement of group conflict.

The measures are part of an ongoing campaign by the regulator to address flaws it says are prevalent in the current online ecosystem.

In early December, the regulator said it had instructed major online platforms to take action against several influencer accounts for violations of laws and regulations.

According to a notice, the account "Hu Chenfeng" was found to have repeatedly fabricated divisive narratives such as "Android users are lower class" and "Apple users are elites", deliberately stirring group conflict. All accounts associated with "Hu Chenfeng" across multiple platforms were shut down.

Zhang Xuefeng, a famed livestreamer and education consultant providing college application advice who is known for sharp and often critical remarks about humanities majors, was also sanctioned.

His account was temporarily suspended, and he was banned from livestreaming after repeatedly using vulgar language during broadcasts.

In addition, accounts that consistently promoted unhealthy values — including ostentatious displays of wealth and money worship — were permanently closed or subjected to long-term suspensions.

"Online influencer accounts wield significant influence and attract broad public attention," the regulator said. "Operators should be more conscious of using the internet lawfully and civilly, regulate their online behavior, and use their reach responsibly."

The regulator urged online platforms to strictly comply with existing laws and regulations and fulfill their "primary responsibility" by strengthening oversight of influencers' activities, including content posting, livestream interactions and topic creation.