China’s influencer industry—a multi-billion-dollar business shaping consumer trends and public opinion—is being reshaped by sweeping new regulations. As of October 2025, Chinese authorities have introduced rules requiring social media influencers who offer commentary or advice on “professional topics” such as law, finance, medicine, and education to hold verified degrees or professional certifications.
Credentials Now Mandatory for Sensitive Subjects
The new policy, issued by the Cyberspace Administration of China (CAC), obliges platforms like Douyin, Weibo, and Bilibili to verify influencers’ credentials before allowing them to publish content on regulated subjects. Platforms failing to comply face fines of up to 100,000 yuan (nearly US$14,000).
The crackdown follows mounting concerns about misinformation and unqualified creators dispensing financial advice, health tips, legal guidance, and educational opinions. Surveys indicate that nearly 30% of social media users have encountered deceptive or exaggerated claims from unlicensed influencers, especially in areas impacting public welfare.
Redefining Influence: From Popularity to Professionalism
Influencers discussing regulated subjects now require official credentials—a degree, professional license, or certification. Examples include a teaching license for educational creators and medical qualifications for health content. Already, platforms have begun removing unverified accounts and suspending campaigns that don’t meet the new standards.
The CAC also banned medical and health-related product advertising disguised as educational content, aiming to curb misleading commercial claims.
Controversy and Debate
The regulations have sparked online debate. Supporters argue this is necessary to protect users and limit the spread of harmful or misleading advice. Detractors question whether a university degree is the only path to expertise, raising concerns about free speech and the exclusion of lay perspectives.
Some worry smaller influencers and creators outside elite circles could be disproportionately affected, risking reduced diversity and creativity in China’s online space.
Industry Impact and Global Ripple Effects
For brands, campaigns now require credential checks, and influencer selection is becoming stricter—for example, wellness brands and fintech companies must confirm qualifications before endorsement deals. Platforms are rapidly developing back-end systems for verification, though details remain limited.
Global industry watchers warn this could set a precedent: regulators in Europe and Southeast Asia are considering tighter controls on professional guidance in influencer content, and China’s credential-based strategy might become a model.
Legal and Technical Challenges Ahead
China’s new rules also raise questions about enforcement and the recognition of foreign degrees. Penalties range from fines and content removal to suspensions and permanent bans. Platforms face significant technical obstacles in screening and storing credential data at scale.
The overall goal, regulators claim, is to build trust in online content and better protect the public from misinformation—making verified expertise, not just follower counts, the ticket to professional influence.
