Influencers barred from vulgar, false, or harmful content

China's top internet regulator on Friday outlined a negative list of prohibited behaviors for online influencers as part of efforts to tighten management of social media accounts and foster a healthier online environment.

Accounts operated by online celebrities have large followings and significant social influence. The list is intended to strengthen routine management of such accounts, guide influencers to consciously regulate their online behavior, and prevent negative impacts arising from improper speech and conduct, the Cyberspace Administration of China said.

According to the negative list, which consists of 13 items, online influencers are barred from spreading vulgar content, including deliberately misusing language, creating crude jokes and memes, using obscene expressions, or disseminating sexually suggestive material.

The list also prohibits spreading false information, such as fabricating personal experiences, impersonating others, promoting pseudo-scientific or pseudo-historical claims, exaggerating the effectiveness of products or services, or producing staged or fictional content without proper disclaimers to mislead the public.

Influencers are also forbidden from disclosing or disseminating others' private information —including names, photographs, ID numbers, whereabouts, or home addresses — or from inciting the posting of discriminatory, insulting, or defamatory content that could lead to online harassment.

The regulations take a firm stance against organizing online disputes, barring influencers from instigating online verbal attacks or offline confrontations due to personal disputes or conflicts of interest. Such conduct, including attacking competitors and spreading hostility, is explicitly prohibited.

Other major restrictions outlined in the list target the promotion of harmful values, the distortion of national policies and public events, and the incitement of group conflict.

The administration urged online platforms to strictly comply with existing laws and regulations and implement their "primary responsibility" by strengthening oversight of influencers' behavior —including content posting, live-streaming interactions, and topic creation. Platforms are also called on to guide influencers to use their influence responsibly and standardize their online conduct.