China Tightens Rules Requiring Influencers to Verify Professional Credentials

China Tightens Rules Requiring Influencers to Verify Professional Credentials
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China has introduced new regulations mandating that social media influencers obtain verified credentials before commenting on professional subjects such as medicine, finance, law, or education, media outlets reported. Platforms including Douyin, Weibo, and Bilibili are now legally required to verify and record these qualifications, marking a major shift in the country’s online content governance.

The move aims to curb misinformation and protect public trust in digital spaces where influencers often provide advice similar to professional consultation. The new framework, updated in late 2025, was prompted by a rise in unqualified creators offering medical treatments, financial advice, and legal interpretations online. Platforms that fail to enforce these verification standards face potential penalties.

Under the regulations, influencers must provide proof of legitimate qualifications before publishing content in restricted categories. Meanwhile, platforms are transitioning from being passive distributors to active gatekeepers responsible for screening and storing influencer credentials. Industry observers say this shift increases accountability but also adds unpredictability, as campaigns can be suspended or removed if verification issues arise.

Experts note that China’s credential-based approach could influence global content regulation, as other regions, including Europe, debate stronger oversight of digital influencers. For brands operating in China’s vast influencer market, compliance verification is becoming essential to avoid disruptions. The new system is expected to professionalize influencer marketing, emphasizing verified expertise and long-term consumer trust over popularity alone.