China Launches Campaign to Curb Malicious Marketing in Short-Video Sector

China's cyberspace administration has initiated a three-month campaign targeting malicious marketing practices within the short-video sector. The initiative, announced in a circular, aims to cultivate a cleaner and healthier online environment. The campaign began on Tuesday.

The primary focus of this campaign is to address various issues prevalent in the short-video domain. These include the creation and dissemination of staged or fake content, the spread of false information, actions that disrupt public order and social customs, and illegal marketing tactics designed to drive traffic. The overarching goal is to safeguard the rights and interests of internet users and encourage the healthy and orderly growth of the short-video industry.

The popularity of short-video platforms in China is undeniable. As of late 2024, the user base had reached over 1.04 billion. Users spend a significant amount of time on these platforms daily, making it the most-used category among all internet applications.

Short videos have become a major platform for users to express themselves, share their experiences, and access information. However, the rapid growth has also led to instances of malicious hype, particularly by influencers, seeking to increase traffic, exposure, and financial gain.

An example of the issues the campaign addresses involves a self-media account in Zhengzhou, Henan Province, which was found guilty of spreading false information about a knife attack. This action disrupted online communication and had a negative social impact, resulting in the detention of the account user.

This new campaign is part of a broader initiative by China's cyberspace authorities to combat online misconduct and create a more orderly online environment. The campaign's scope includes addressing issues such as the spread of false information and the misuse of AI-generated content.