China is cracking down on online advice — and it’s making a clear statement: influence is no longer enough.
From February 2026, social media platforms including Douyin, Weibo, and Bilibili must enforce strict verification rules for creators discussing topics like health, finance, law, and education. Influencers who cannot prove they have proper qualifications — whether university degrees, professional licenses, or official certifications — are no longer allowed to give advice, analysis, or recommendations on these subjects. Content that fails verification must be labeled or removed entirely.
The government says the rules aim to combat misinformation and protect the public, particularly in areas where poor advice could have serious consequences. For example, unverified medical guidance or financial tips can directly harm users.
Critics, however, warn this move may further restrict free expression online, giving the state more control over what qualifies as “truth” in sensitive areas. For self-taught experts or independent commentators, sharing knowledge now comes with higher barriers.
The rules do not apply to lifestyle or entertainment content. Beauty tutorials, travel vlogs, and food reviews can continue without credential verification — the restrictions are squarely targeted at subjects where misinformation carries real-world risks.
China’s tightening control over online influencers is part of a broader trend. Recent years have seen crackdowns on celebrity fan culture, livestream tipping, and even online tutoring, signaling the government’s intent to regulate not just content, but influence itself.
This move also underscores a digital reality unique to China: reach no longer replaces expertise. In a landscape where misinformation can spread in seconds, credentials are the new currency of trust.
Meanwhile, platforms banned or heavily restricted in China, like OnlyFans, remain inaccessible under the country’s strict anti-pornography laws. The combination of content censorship and expertise verification reflects a digital environment where both what you say and who you are matter — more than ever before.
For creators, it’s a reminder that in China, clout alone won’t cut it.
