Why China now wants influencers to be certified experts before speaking on finance, health or law

Certified voices, controlled speech online

China has unveiled a sweeping new regulation that could redefine online content creation, requiring influencers to hold official qualifications before discussing “sensitive” topics such as medicine, education, finance, or law.

According to Morocco News, the rule, which came into effect on 25 October, mandates that creators must present verifiable proof of expertise — including a degree, professional licence, or certification — to post about regulated subjects. The Cyberspace Administration of China (CAC), which issued the directive, said the move aims to curb misinformation and protect users from misleading online advice.

Under the new framework, major platforms such as Douyin (China’s version of TikTok), Bilibili, and Weibo must verify influencers’ credentials and ensure that content includes proper citations and disclaimers. Creators will also need to state when their posts use AI-generated material or reference studies. Additionally, the CAC has banned advertisements for medical products, supplements, and health foods, in an effort to prevent disguised marketing presented as “educational” content.

Balancing authenticity and control

Officials have defended the new rule as part of a broader campaign to enhance public trust and content authenticity. However, critics argue that it represents another step toward digital censorship. They warn that by narrowing who can legally discuss key topics, the government risks muting independent voices and restricting open debate.

“The definition of ‘expertise’ remains vague and subjective,” analysts noted, suggesting that this ambiguity could give authorities considerable discretion over who is allowed to speak online.

Some citizens have welcomed the measure, viewing it as a means to promote factual accuracy. “It’s about time people with actual expertise led the conversation,” one Weibo user wrote. But others fear it could erode social media’s role as an open forum for creativity and discussion, replacing it with state-approved expertise.

The global question of influence

The controversy emerges amid growing global concern over the credibility of influencer-driven content. A University of Portsmouth study has revealed that social media influencers can pose psychological, health, and security risks, underscoring the need for stricter regulation.

Researchers found that influencer culture often spreads misinformation, unrealistic beauty standards, and toxic comparison habits, fostering deceptive consumption patterns and privacy risks. Despite this, influencer marketing is expected to soar to $480 billion by 2027, with brands increasingly relying on creators to shape consumer trust and engagement.

While the CAC’s directive seeks to ensure accuracy and integrity, experts warn that its implementation will test China’s delicate balance between controlling misinformation and preserving the freedom of digital expression.