China ramps up control on influencers dealing with certain topics

China now reportedly requires degrees for influencers discussing law, medicine, education, and finance.

Starting from the 25th of October, the Cyberspace Administration of China (CAC) reportedly rolled out new regulations that is changing the influencer free-for-all that has existed until now.

Under the new rules, anyone discussing professional topics like medicine, law, education, or finance must hold formal qualifications in those areas.

Major platforms including Douyin (China’s TikTok), Bilibili, and Weibo are now responsible for verifying influencer credentials. They also have to ensure that posts include citations, disclaimers, and source transparency, especially when creators reference studies or use AI-generated content.

For creators, it means a higher bar for credibility, and possibly a big shake-up in who gets to speak with authority online.

The CAC has also banned advertising for medical services and products, including supplements and health foods, and has targeted covert promotions disguised as educational content.

Those who fail to comply with the new rules could face account suspension or fines up to ¥100,000 RMB (~€12,144.00)

But nothing happens in a vacuum and this all comes at a time when misinformation is a global concern.

As a journalist, I can’t help but feel divided. I’ve seen more influencer videos than I can count… people confidently sharing advice on health, money, or the law as if expertise were just another trend. And while some of it comes from a good place, the fallout can be serious: from vaccine myths to get-rich-quick traps.

Still, there’s a reason people tune in. Influencers have a way of reaching us that official voices rarely do. They’re relatable, spontaneous, and often more human than the institutions trying to regulate them. Which leaves me wondering: how do we balance creative freedom with the responsibility that comes with influence?

And what becomes of creators who question dominant narratives but don’t have official qualifications?

It’s stricter than most, but China isn’t the only place enforcing laws on content creators. The European Commission now classifies influencers as “traders” under the Unfair Commercial Practices Directive, meaning they’re held to the same standards as businesses.

If an influencer is compensated (whether with money, gifts, or free services) they’re legally required to disclose it. Otherwise, they may breach influencer marketing laws, that are country specific, and face consequences.

Take Spain, for instance. In 2024, the country rolled out its own “Influencer Law,” obliging top creators (those making over €300,000 a year or having more than a million followers) to register and follow strict advertising rules.

France’s Law No. 2023-451 defines influencers, regulates paid partnerships, and restricts promotions of risky products. It's a milestone in influencer marketing legislation.

In response to the “Pandorogate” scandal, the Ferragni Law in Italy targets influencers with over 1 million followers and enforces new rules around transparency and charitable promotions.

Chiara Ferragni x Pandorogate

Will the rest of the world take a page out of China’s book and impose the same rules going forward? Not soon, I’d say. But no doubt regulators will be watching closely…