Beijing’s crackdown on unqualified creators :

China’s government has directed major social-media platforms — including Douyin, Weibo and Bilibili — to verify that influencers offering professional-type guidance hold relevant academic or professional credentials. Platforms failing to comply could face fines up to 1 lakh yuan.

The policy stems from growing concern over untrained creators dispensing medical tips, investment advice or legal opinions without formal training. A study cited by regulators found that nearly 30% of users had encountered misleading influencer claims, especially in the healthcare sector.

Platforms now become credential gatekeepers

Under the new rules, platforms must not only remove offending content but also actively check and log certifications of creators who speak on regulated topics. Although there is no single public verification protocol yet, major platforms are developing back-end systems to comply.

Brands and influencers alike are adjusting to the changes. Marketing teams in China are now required to ensure that creators engaged for campaigns possess the necessary certified credentials when the campaign involves professional advice. In one case, a wellness brand paused its campaign because shortlisted influencers lacked nutrition credentials.

Broader implications and possible global influence

Experts suggest this move could influence other nations as well. Regulators in Europe and Southeast Asia are reportedly studying similar frameworks to improve accountability and curb misinformation online.

For influencers, the regulation marks a shift in the content landscape — popularity and large follower counts alone will no longer suffice when creators comment on subjects requiring expertise. Verified qualifications will increasingly define credibility in these domains.

Why this matters

  • The influencer economy in China is massive, with livestream-ecommerce sales exceeding ₹1.2 trillion yuan (around US$165 billion) in 2022.
  • Misleading advice in areas like health or finance can lead to serious harm, prompting stronger oversight.
  • Platforms moving from passive hosts to active credential verifiers represents a significant change in content governance.
  • Brands working in China must now evaluate both the reach and compliance of influencers.
  • Globally, the regulation may fuel debates on how to balance freedom of expression with responsible advice online.

Conclusion

China’s move to mandate credentials for influencers offering specialised advice represents a milestone in social-media regulation. The measure affects creators, platforms and advertisers, redefining how authority and credibility are recognised online. Though the long-term impact remains to be seen, it signals a shift towards a more credential-driven influencer ecosystem.