The new regulations on self-media launched by five departments of the Chinese Communist Party came into effect on September 1, aiming to crack down on false information and expand content control. Interviewees have expressed concerns that the crackdown will make it even harder for information related to unemployment, wage arrears, housing failures, and collective incidents to spread.
According to the “Regulations on the Management of Internet Information Content Multi-Channel Distribution Services” jointly released by the Cyberspace Administration of China, the Ministry of Public Security, the Ministry of Culture and Tourism, the State Administration for Market Regulation, and the State Administration of Radio, Film and Television, the regulations apply to service providers that offer content planning, production, distribution, marketing, promotion, and brokerage to public accounts.
Hu Ying, engaged in self-media in Shenyang, stated that the new regulations directly impact practitioners’ livelihoods, with many live streamers uncertain about what they can or cannot say. She highlighted the risks that come with increased traffic, mentioning instances where accounts were inexplicably banned after starting to livestream. She emphasized the ambiguity in determining what constitutes emotional manipulation or false advertising.
Companies must now register their operations and include “Internet Information Content Multi-Channel Distribution Services” in their scope of business. Existing companies have 30 days to comply with the changes after implementation. Additionally, entities involved in network performance brokerage, publishing, audiovisual services, or internet news services must obtain the necessary permits.
The regulations also require companies to appoint content management officers and teams, establish personnel and emergency response rules, verify the identities of partners when contracting, and assign clear management responsibilities. Platforms can take measures like limiting functions, temporarily suspending profits, or closing accounts for institutions that violate laws, platform rules, or settlement agreements.
Internet commentator Shi Anping pointed out that in addition to Multi-Channel Network (MCN) organizations, small studios, account operation teams, and live-streaming e-commerce companies may also fall under supervision. He highlighted that the new regulations are broad, targeting anyone contributing to public account content production or dissemination, potentially requiring registration, filing, and content management obligations.
Shi Anping contended that the Chinese Communist Party is extending censorship to content producers through registration, filing, and account control measures, pressuring platforms and operating companies to filter information on behalf of the authorities.
Mr. Li, a self-media practitioner in Harbin focusing on social news analysis, expressed concerns that his coverage of topics like flexible employment, restaurant operation, housing failures, and banking difficulties might be viewed negatively by platforms. He speculated that ongoing tracking of such issues might be interpreted as sensationalizing social events to attract traffic, despite lacking clear criteria from authorities.
Li mainly analyzes relevant information from a reader’s perspective but worries about potential account restrictions. He highlighted instances where content, while not false, merely contradicts official narratives. Creators fear losing accounts or income, leading to self-censorship.
He warned that official control over news sources, coupled with platform restrictions on divergent views, could limit social events to versions permitted by the authorities. Fear of account closure, profit suspension, and job loss may deter creators from sharing authentic information.
He criticized the system, suggesting that while it targets traffic fraud and false marketing, it shifts censorship responsibilities from regulators to platforms, then to operating companies and individual accounts. Under pressure, practitioners may self-censor, avoid certain topics, or stop following them altogether.
The “Regulations” stipulate that violators will be dealt with according to existing laws and regulations. In the absence of specific provisions, relevant departments may issue warnings, criticisms, and orders to correct within a specified period, imposing fines ranging from 10,000 to 100,000 RMB. Cases involving threats to citizens’ lives, health, and severe consequences could face fines of 100,000 to 200,000 RMB. Severe violators may also face restrictions or prohibitions on internet information services for a set period.