BEIJING (Realist English). Chinese regulators have introduced sweeping new rules aimed at curbing the rapid growth of unverified medical science accounts on social media platforms, in an effort to stem the spread of false and misleading health information.
The Cyberspace Administration of China (CAC), the National Health Commission (NHC), the State Administration for Market Regulation (SAMR), and the National Administration of Traditional Chinese Medicine (NATCM) jointly issued the “Guidelines for Regulating Medical Science Self-Media Behaviour” on August 1. A complementary set of rules — the “Guidelines for Recognising Medical Advertisements” — followed on August 13.
The framework targets self-published content outside traditional or accredited media, requiring stricter compliance from medical professionals posting online. It also places new obligations on platforms such as WeChat, Douyin, and RedNote to verify credentials, ensure authenticity, and remove violating accounts.
“A clear line has been drawn between genuine public health education and disguised commercial advertising,” state media quoted Gu Baozhong, a market inspection specialist at SAMR, as saying. He noted that blurred boundaries between ads and information had created loopholes for illegal promotions while complicating legitimate medical outreach.
Authorities have intensified crackdowns on fake doctors, unlicensed clinics, and deceptive advertising. In the first half of 2025, regulators investigated over 1,600 illegal medical advertising cases and imposed fines exceeding ¥12.78 million ($1.8 million), according to Xinhua.
Industry data show that more than 92% of China’s 1.07 billion short-video users consume health-related content. But regulators warn that many influencers — including some licensed doctors — have promoted unproven treatments, embedded promotional links, or redirected patients to specific clinics for profit. Some accounts have employed AI-generated scripts to churn out large volumes of content.
Under the new rules, only licensed medical institutions may publish health-related advertisements. Self-styled “health influencers” are barred, and content using “health tips” to covertly market products or services will face penalties. Platforms must clearly display practitioners’ verified qualifications, label AI-generated or externally sourced material, and shut down accounts that lack proper licensing or promote exaggerated health claims.
The measures underscore Beijing’s attempt to balance strong public demand for health information with the need to protect consumers against exploitation in China’s booming digital health economy.
