Introduction:
This article provides a glimpse into China’s recent regulations on “self-media” accounts and examines the context of the new laws, their purpose, and their impact on online information management. At the end, the authors offer an action plan and checklist for businesses and creatives operating in this domain. The goal is to provide a comprehensive understanding of the regulations and practical guidance for compliance.
Executive Summary:
China’s Cyberspace Administration (CAC) has issued thirteen guidelines aimed at strengthening the management of “self-media” accounts that produce independent news and information. The regulations require online platforms to monitor and manage these accounts more effectively, labeling misinformation and rumors related to public policies, social events, and breaking news. However, the guidelines do not offer specific criteria for banning content and instead encourage platform operators to uphold the rules and improve self-media management. The prevalence of social media platforms in China has led to the proliferation of self-media accounts, which have been criticized for sensational news and misinformation due to the lack of standardized editorial processes.
Penalties under the new rules include the prohibition of monetizing content for violating accounts. Tech companies and platforms are also tasked with ensuring the authenticity of reposted information and verifying the credentials of content creators. These regulations consolidate existing rules from previous internet clean-up campaigns, reflecting China’s growing efforts to address self-media accounts.
The background of self-media regulation, includes the ongoing Operation Qinglang campaigns, and recent initiatives to combat cyberbullying. Despite its widespread use, self-media has been criticized for its lack of editorial standards, contributing to the spread of sensational news and misinformation.
Q&A Analysis:
Q1. What is the purpose of the new rules regarding self-regulation?
A1. The new guidelines aim to enhance accountability among platform providers, requiring them to monitor and manage self-media accounts more effectively. This includes promptly labeling misinformation, rumors, and content related to public policies, social events, and major breaking news. The rules also encourage platforms to promote content that debunks rumors through streamlined algorithms.
Q2. Do the guidelines offer specific criteria as to what may be banned?
A2. The guidelines do not provide specific criteria for banning content. They primarily emphasize the need for platform operators to uphold the rules and strengthen self-media management.
Q3. Why were these new rules implemented?
A3. The prevalence of social media platforms such as WeChat, Weibo, Douyin, Kuaishou, and Bilibili in China has resulted in a significant number of self-media accounts. While these accounts allow ordinary Chinese netizens to express themselves online, they have been criticized for generating sensational news and spreading misinformation due to the absence of standardized editorial processes. Many accounts rely on such content to maximize viewership and generate revenue through advertisements and user tipping.
Q4. What are the penalties for violating the rules?
A4. According to the new guidelines, accounts that violate the rules will be prohibited from monetizing their content. Additionally, creators focusing on domestic and international affairs, public policy, and social events must accurately label the sources of their information and display them prominently.
Q5. What responsibilities do tech companies and platforms have under the rules?
A5. The rules require tech companies and platforms to ensure the authenticity of reposted information, attributing original sources. Platforms must also verify the content creators in fields such as finance, education, medicine and health, and justice, displaying their professional credentials on the main page. Manual verification is necessary for outlets that use names, logos of the ruling Communist Party, government agencies, military, and news media, with copycat accounts imitating authorities being barred.
Q6. Has self-media been an issue for Chinese regulators and platforms in the past?
A6. Self-media has been a frequent target of China’s internet clean-up campaigns. The country’s regulator has taken an increasingly hard-line approach to these accounts. In 2022, the regulator removed millions of posts, accounts, apps, and websites containing illegal and harmful information. Annual campaigns, including Operation Qinglang, have aimed to clean up China’s cyberspace since 2016, targeting various types of content.
Q7. What is the background, and how does this relate to efforts to curb cyberbullying?
A7. The recent measures follow the release of draft guidelines by the CAC, obligating online service providers to stamp out cyberbullying content to comply with the country’s Cybersecurity Law. Additionally, China’s top judicial authorities and the Ministry of Public Security disclosed a draft guideline in June to combat online bullying. These initiatives reflect the broader efforts to address various issues related to online content and behavior.
Q8. Why has self-media been criticized in China?
A8. Despite its widespread use, self-media has faced criticism for being a source of sensational news and misinformation due to the absence of standardized editorial processes.
Conclusion:
China’s new rules on self-media reflect an increased focus on combating false information, ensuring accountability, and maintaining social stability. While these regulations aim to address legitimate concerns regarding information accuracy and harmful content, there are potential implications for online influencers and freedom of expression. Businesses and individuals operating in China must stay informed, comply with the rules, and adapt their practices accordingly. Seeking legal counsel is recommended to ensure compliance with the evolving regulatory landscape.
Action Plan/Checklist:
1. Review and understand the proposed rules on self-media management.
2. Evaluate the impact of these rules on your business, particularly if you rely on online platforms or engage in content creation.
3. Seek legal expertise to ensure compliance and gain a comprehensive understanding of your obligations.
4. Develop internal guidelines and protocols for monitoring and suspending accounts that spread false information or engage in harmful activities.
5. Stay updated on revisions or clarifications to the rules and adjust your practices accordingly.
6. Proactively report instances of false information or harmful content to the relevant authorities.
7. Continuously assess the balance between creativity and compliance to maintain a responsible and engaging online presence.
The purpose of this article is to share some insights into China’s nascent regulations on self-media, accompanied by an actionable plan for businesses and creatives to navigate the evolving landscape effectively. It is crucial to stay informed and adapt to regulatory changes to mitigate legal risks and ensure compliance.