Regulators in China have moved to ban influencers without college diplomas, directing social media platforms to verify that they hold professional credentials before commenting on sensitive topics such as finance, medicine, law, or education.
The recently implemented policy places legal responsibility on major platforms, including Douyin, Weibo, and Bilibili, to check and record qualifications for creators who speak on those subjects. Platforms that fail to follow the rules could face fines of up to 100,000 yuan, according to the new directive.
The shift has been summarized by industry observers in a policy paper as a blunt new message: “Not Verified? Not Welcome.”, is aimed at limiting what regulators call dangerous misinformation in popular livestreams and short videos that often mix entertainment, sales pitches, and professional-sounding guidance.
The rules grew out of mounting complaints about untrained creators dispensing medical tips, investment recommendations, and legal opinions without licenses or formal training, officials said in materials accompanying the policy change. A study cited by regulators and the China Consumers Association found nearly 30% of users surveyed had encountered deceptive or exaggerated influencer claims, particularly in health-related content.
China’s livestreaming and influencer economy is massive: livestreaming-related e-commerce sales topped 1.2 trillion yuan (about US$165 billion) in 2022, underscoring how creators can influence consumer behavior and, regulators say, public safety.
For creators and brands, the impact is immediate as platforms have already removed unverified videos and suspended accounts that promoted alternative medical remedies or offered unlicensed financial advice, the policy note said. In one cited example, a former schoolteacher turned education content creator was flagged because her teaching license was not verified on a platform; the oversight put a six-figure campaign on hold.
