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

The cyberspace administration of China has rolled out a three-month initiative aimed at cracking down on harmful marketing in the short-video industry, as detailed in a circular released by the Office of the Central Cyberspace Affairs Commission. This campaign, which began on Tuesday, is designed to tackle problems like fabricated content, the dissemination of misinformation, disruptions to societal norms, and illicit traffic-driven marketing strategies, with the goal of safeguarding the rights of internet users and ensuring the industry develops in a healthy and organized manner.

As of the end of 2024, the number of short-video users in China has surged to 1.04 billion, with an average daily usage of 156 minutes per user, making it the most popular category of internet applications, according to a report from the China Netcasting Services Association. Self-media platforms, particularly short videos, have seen rapid growth, serving as important outlets for individuals to express their views, share personal experiences, and access information. However, instances of manipulative tactics by some users, especially influencers seeking traffic and financial benefits, have been increasingly prevalent.

Recently, a self-media account in Zhengzhou was implicated in spreading false information regarding a knife attack, leading to disruption in online communications and negative repercussions on society. The local police detained the account holder after the incident, as reported by the local cyberspace authority. This new effort is part of the broader Clear and Bright campaign, which aims to address various forms of online misconduct and nurture a cleaner, more orderly digital environment. The cyberspace administration previously highlighted key areas for the campaign's focus, including the spread of false information and the inappropriate usage of AI-generated content.